There’s a similarity that some businesses on the market for paid search services have in common when how they would define success for a campaign, and that’s simply “more traffic”. While more traffic is always a great thing, what they really are saying when they want “more traffic” is “more revenue or leads”. In an ideal world, it’s a perfect formula:
More traffic = More revenue / leads
But here’s the kicker: we don’t live in a perfect world. While paid search can bring traffic to your website all day long, that doesn’t mean that the traffic that lands on your website will result in more conversions. In fact, you’ll more than likely find that because this traffic isn’t qualified, your conversion rate will probably drop altogether. That’s why you need to target your ads that an audience that align your business goals with their needs. Let’s dig deeper.
What Is Targeting?
When you create an ad, you want to make sure that your ad is shown to the right people at the right time. Search engines and other ad platforms give you multiple targeting capabilities that help you define what audience will see your particular ad. There are different types of targeting usually revolving around:
Keywords - Choose words or phrases that are most applicable to your services or products. These can be words that users are searching for when they are searching keywords or queries relevant to your ads.
Locations - Choose geographic locations, such as cities, regions, or countries, and languages based on where your customer based is located.
Devices - Choose devices, such as mobile, desktop, or tablet, to show your ads to audiences.
Audiences - Choose remarketing campaigns that will target audiences that have visited your website previously.
You can learn more about Google’s targeting at their AdWords Help section.
Who Is Your Target Audience?
Researching and understanding the audience you are trying to target is the most important part of your paid search campaign. The reason being, without this fundamental and foundational element, the rest of the process will fail. When researching your audience, you are focused on two things:
When we talk about demographics, we are looking at things like age, gender, location, income, job title, etc., and when we talk about psychographics, we are looking at things like personalities, values, beliefs, and more. In order to find these aspects of your audience, you can look at your Google Analytics Audience Report, or you could go straight to the source and learn from those who have bought from you by:
- Researching your current customers
- Ask them questions / give them surveys
- Study their actions online