Identify the Perfect Strategy for PPC Audience Targeting

Many search advertisers continue to largely ignore audience targeting options, rather than focusing on keyword bid optimization alone. Using PPC audience targeting makes it possible to focus on users who are part of your potential customer base.

Targeting audiences helps ensure you use the right marketing message to match their point in the sales funnel. Say, for example, you’re targeting users that have already filled out a contact form on your site but have not converted into paying customers yet. Your PPC ad could then focus on setting your business apart from the competition (middle-of-the-funnel) instead of illustrating what your product is about (top-of-the-funnel).

Once you start using audiences to their full extent, the positive impact on campaign efficiency and effectiveness continues to grow. Here are several targeting methods you can use to identify your perfect PPC target audience.

Read also: What Is Pay Per Click Advertisement And How It Works

Search Targeting

Search campaigns are a powerful strategy for marketers. Search targeting allows you to reach users when they are actively searching for information. By showing ads on search engine results pages (SERPs), you can answer user questions and potentially influence them to make a purchase. 

But at first, you must understand the people (audiences) that use them as search queries. Audience intent is the driving force behind what kind of phrases users put into the search engines. Yet there can be significant variation in why different people type the same keywords into a search engine. That’s where audience targeting helps a great deal.

So how do you present yourself in these SERPs? By bidding on keywords.

Keywords

Keywords are phrases used by advertisers to tell platforms like Google and Bing which searches we want to show. Keyword targeting is at the core of any PPC campaign. A user conducts a search that includes a term you are targeting, and your ad appears atop all other search results. 

When someone opens Google and types in “red shoes”, Google scans your account to see if you have the keyword “red shoes” in your account. If you do, you are eligible to submit the query. Otherwise, your ad will not appear. 

Using audience and keyword targeting in combination ensures you prioritize the most relevant audiences at a time when they are likely ready to make a purchase decision.

Keyword targeting is still an important and capable tool for finding your perfect target audience especially when used to its full potential. There are many other factors that affect ad delivery for a given query, such as keyword match types, or negative keywords and keyword bids.

Read also: Google Ads Bidding Strategies: You Need To Know

Dynamic Search Ads

The second type of search targeting is called Dynamic Search Ads or DSA. Dynamic Search Ads campaigns are relatively new to the PPC playground and are moving away from keyword targeting. 

Dynamic Search Ads are the easiest way to find customers searching on Google for precisely what you offer. Instead of giving the platform a keyword list, you give them your website and the engine will match user requests related to the content of your site. 

You can allow the platform to crawl all pages, some pages, or specify a list of pages that it can view, but all advertising services are determined by the content of your site. All you need to do is add a creative description.

Dynamic Search Ads are a great tool when you want to expand the reach of your current search campaign because they are designed to help advertisers match relevant queries that are not already offered in your account.

Audiences

Complementing search targeting, we have audiences. Targeting by audience goes a step beyond topic-based targeting by showing your ads to specific groups of people who have interests, intents and demographics you may be targeting.

Audience targeting Google Ads has more options than most marketers are prepared to keep up with. There are multiple types of audiences you can use to maximize the value of marketing audiences for PPC. 

They include affinity audience, custom affinity audiences, In-Market audiences, life events, custom intent audiences, remarketing audiences, website visitors, YouTube users, app users, and similar audiences. Cooking Enthusiasts, Do-It-Yourselfers, Technophiles are some affinity audience example that are available.

Audiences are compiled by Google based on user search history data and classified in groups of specific interests, intents and demographics accordingly, as groups that are likely to click your ads after seeing them.

By adding audiences to your Search Network campaigns, you will target your ads only to users who search for keywords that you target or match via Dynamic Search Ads, but also match those audiences. And your ads can even get in front of members of your audiences in areas other than your target topics. 

Using this audience tier, you can use the data to create a personalized experience for this user list above all other users by creating separate campaigns, editing ad copy, setting new bids and optimizing bidding, and targeting your audience campaigns. 

Conclusion

Using audience targeting for PPC makes it possible to focus on users who are part of your potential customer base. Targeting audiences also helps ensure you use the right marketing message to match their point in the sales funnel and thus, PPC can make repeat sales for the result.

Targeting methods you can use to identify your perfect PPC target audience, such as search targeting, keywords, Dynamic Search Ads, and audiences. With search targeting, you can show ads on search engine results pages (SERPs). Therefore, you can answer user questions and potentially influence them to make a purchase.

Using audience and keyword targeting in combination ensures you prioritize the most relevant audiences at a time when they are likely ready to make a purchase decision. With 

Dynamic Search Ads you give them your website and the engine will match user requests related to the content of your site, instead of giving the platform a keyword list.

Using this audience tier, you can use the data to create a personalized experience for this user list above all other users by creating separate campaigns, editing ad copy, setting new bids and optimizing bidding, and targeting your audience campaigns. 

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