Targeting your PPC customers
If you want to buy PPC ads or organise a PPC campaign, one of the most crucial things you need is customers! In fact, the effectiveness of your PPC advertising campaigns depends on carefully selecting your target audience.
At Embryo, we’ve got all you need to know about PPC for eCommerce. From telling you what PPC means, to our recommended campaign steps, you’re in the right place for your business.
PPC and target audiences come hand in hand. This informative guide will tell you all you need to know about the best ways to target your customers.
Before you start reading, here are 5 important ways to target customers:
- Understand audience targeting
- Use keyword research
- Keep testing and refining
- Segment your campaigns
- Use ad extensions
What is PPC audience targeting?
It is essential to know why targeting customers is important in your PPC journey. Without audiences, there is no reason to display pay per click ads, as no one will be clicking on them!
In PPC advertising, audience targeting involves displaying your ads to users who are most likely to use your goods or services.
Therefore, having a basic understanding of audience targeting is key. For a more in-depth insight, have a read of Who Is Your Target Audience? This will tell you why knowing your target audience is vital for paid social campaigns.
Use keyword research
Keyword research is extremely important when choosing PPC campaigns. Not only does it help you to see where the clicks are coming from, it also helps you to target the correct audience.
You need to know which keywords your target customers are searching for so that you can create ads that appear in the right place. Tools such as Google Keyword Planner or Ahrefs are a great way to identify relevant keywords and ensure you are targeting the right people.
Keyword research helps to ensure that your ads reach the right users at the right time. By understanding what your audience is searching for, you can align your advertisements with their needs and interests, making your PPC campaign more effective and efficient.
Test and refine your ads
Testing and refining your PPC ads is a great way to target customers. Nothing is perfect the first time around, so testing allows you to find improvements and make tweaks along the way.
When you refine your ads, make sure to only change one variable at a time. For example, if you want to test the effectiveness of two different headlines, then keep the rest of the ad the same.
Testing advertisements can also gain good information about your audience. Whether you test something or not, you are still gaining real responses from real people who visit your website. So even if you are still trial running, test advertising is still reaching some audiences, even if they haven’t been polished yet.
Through this essential testing and evaluating, you can gain valuable insights, improve your click-through rates, and ultimately achieve a better return on investment.
Create campaign segments
By creating separate campaigns for different products or services, you can target specific audiences with tailored messaging. In fact, segmenting PPC campaigns are a great way to get the most out of your PPC budget.
Consider factors such as interests, geography, and demographics. Putting what you offer into specific segments or categories can help you to monitor which products or services perform best. With this information, you can adjust your digital marketing strategy accordingly.
Here are some benefits of using segmentations in PPC advertising:
- Improved targeting – by dividing your customers into smaller, specific segments, you can create highly targeted and relevant ads that resonate with each segment. This overall leads to a higher click rate.
- Better understanding of customer behavior – using segments can provide insights into customer behaviour and preferences, which leads to better decision making.
- Increased engagement – personalised and relevant advertising leads to increased engagement which can result in customer loyalty.
Install ad extensions
Using ad extensions can help your ads stand out, which can provide more value to your customers.
Ad extensions are additional bits of information that you can place alongside an ad, such as a phone number or business location. Adding these pieces of information can improve PPC ads visibility and provide more information to potential customers.
Lets see what the experts think:
“Ad extensions enlarge and extend your ads adding additional information, sitelinks and USPs increasing your real estate on the SERPs for free. Everyone should install ad extensions, there is no instance where i wouldn’t have some of the different types utilised.”
Some other ad extenders you can use include:
- Sitelink extensions – these allow you to add links to specific pages on your website.
- Review extensions – these are extensions that can show positive reviews of your business.
- Callout extensions – these can highlight unique selling points of your business or services.
Ensuring that you target the correct customers is an essential part of figuring out a PPC campaign. By following the tips outlined in this blog, you can now take action and create targeted and effective PPC ads that deliver results.
FAQs
Answered by Tom Mcguigan
Why is it important to create audience personas?
Audience personas help inform your decision-making process when creating new campaigns and applying your strategies to those campaigns. It’s a useful way of making your targeting settings are fit for purpose to target your intended audience.
Will my audience change over time naturally?
Audiences can change depending on who actually interacts with your services or products the most. Just because you want your ideal audience to be a certain demographic or person, doesn’t necessarily mean that they’ll be the ones purchasing the products.
How will I know if my audience targeting isn’t working?
This will largely be results-based, but just because the results aren’t there doesn’t necessarily mean that your audience targeting isn’t working. You may want to check the audience reports within your platform of choice to make sure your audiences are actually interacting with your ads, and if they’re not you may want to exclude any audiences that sit outside of your chosen one.
Can I target potential customers using PPC ads?
I feel like all PPC is targeting potential customers in one way or another. The focus is on ensuring your spending is going towards customers with the highest potential to interact with your business when they reach the website.
