Creating an excellent AdWords audience targeting strategy

Marketers who are working with PPC and Google Ads have a lot of different targeting options. Sometimes, it becomes difficult to put everything together and create a solid strategy when you have so many things to choose from.

This article will give you some fresh ideas on how to reach your potential customers through Google Ads and refine the PPC strategy that will improve return on your AdWords spend.

Idea #1 – Introduce social audiences

Facebook has millions of active monthly users, making it a perfect platform to reach new audiences. 

Facebook is different from AdWords because it has information about what the users like and follow. There is also data that is collected from the profiles of the users.

Social ads offer benefits and should be utilized by more brands. However, some businesses still fail to align Facebook and Google and are unable to maximize potential profits.

A good example could be using Facebook to discover new potential customers and targeting them on search engines to increase the odds of them visiting your online store and spending money there.

Idea #2 – Combine in-market segments with remarketing

Not all website visitors will spend money on purchasing something from you. However, since they have come on the website, it means that something has caught their interest.

Google accurately collects information that you can use to create a retargeting campaign. The idea is to show ads that will appear for those who have visited your online store before.

The whole strategy can be boosted using in-market segments. You can find the settings for that by going to “Targeting”, selecting “Interests and Remarketing”, and clicking on the “In-market Audiences”.

Idea #3 – Look to research keywords

Keyword research is one of the cornerstones of pay-per-click marketing. Even when someone is writing a simple article, they will look to include particular keywords to increase SEO rankings

The biggest problem that businesses face is competition. Even if a keyword is good and relatively cheap, bidding for it and going against brands that have a higher standing does not work out most of the time.

Look to focus on long-tail keywords. Consider hiring a professional who can do the work better than you, especially if you notice that your AdWords strategy is not bringing results.

Idea #4 – Consider your ideal targeted audience

Bombarding random people with ads will not get you anywhere. Similar to keywords, you need to spend time looking for an ideal audience who is most likely to not only click on the ads but spend money or carry out another call-to-action from the ad.

Idea #5 – Find optimal time to run ads

Some brands can afford to have their ads up 24/7. And they are looking to appeal to as many people worldwide. On the other hand, smaller businesses or ones that operate as brick and mortar stores and rely on nearby residents can improve efficiency using specific time frames.

Consider when your potential clients are most likely to browse the internet and emphasize your ads during those time frames. 

Idea #6 – Optimize the landing page

Despite the fact that people click on the ads that are effective and well-written, do not underestimate the importance of a landing page.

It is not just about refraining from clickbait titles and having visitors end up on pages that are irrelevant. No, optimizing a landing page is also about how it should be easy to navigate and have decent loading speed. 

Getting people to click on the ad is only half the battle. When they get redirected to the website, they should be willing to browse through the products and spend money. 

Idea #7 – Research the competition

Competition does not have to play the role of a rival all the time. They can be your source of inspiration, especially when you are struggling with your campaigns and cannot create any that bring good results.

If you are the one responsible for creating ads, it may be too difficult to look at them from the perspective of an average person. But it is possible that you can get in the shoes of a customer by looking at the competition ads.

Take your time and consider every aspect of their ads. Call-to-action, the copy, sentence length, and other details. Think about what makes them effective or ineffective. Try to apply the best practices to your AdWords strategy.

Idea #8 – Track the data of campaigns

Since you can adjust campaigns in real-time whenever you want, it is important always to keep track of data and follow how each campaign is performing at every stage. Even a removal of a keyword or a change in the ad copy can cause a spike or decrease in conversion rate. And since PPC marketing is about testing, you would not be able to make the changes without tracking the data.