Audience PPC Targeting for Google Ads [2023]
Miracles don’t happen in the digital marketing world unless you have a solid strategy in place. And that’s where PPC targeting comes in.
Sometimes you just have to pay for website traffic, and with advanced audience targeting, you can ensure that you are reaching the right people.
What Is Audience PPC Targeting on Google Ads?
It’s a fancy way of saying that you can target specific groups of people based on their online behavior, interests, and demographics.
You can target keywords and hope for the best. Or you can refine your PPC target to reach the people who are most likely to…like what you’re selling.
For example, let’s say you’re selling fitness equipment.
Instead of just targeting the keyword “home fitness equipment,” you can use audience targeting to focus on people who are interested in fitness, have visited fitness-related websites, or have downloaded fitness apps.
This means you’re more likely to attract people who may be interested in looking for fitness equipment.
How to Refine Your Google Ads Display Targeting
1. WHO over WHAT
Target based on WHO your audience is rather than WHAT they are searching for.
Say goodbye to boring and generic ads that miss the mark.
With PPC targeting, you can hone in on your ideal audience and show them exactly what they want to see.
By targeting based on interests, demographics, and behaviors, you can ensure your ads are seen by the right people at the right time.
So, forget about targeting based solely on what people are searching for online and focus on who they are as individuals.
2. ‘Searching for Competitors? Come To Me!’
With PPC targeting, you can retarget your customers even when they’re searching for your competitors online.
By targeting users who have interacted with your website, app, or YouTube channel/content or have given you their personal data like email or phone number, you can remind them of your brand and encourage them to come back to you.
This personalized approach can help you win back customers and increase your ROI.
3. Utilizing Similar Segment Audiences
Similar Segment Audiences are a powerful tool for targeting users who exhibit similar online behavior to your most profitable customers.
By analyzing the behavior and habits of your existing customer base, you can identify patterns and characteristics that make them more likely to convert.
Then, you can use that information to create a Similar Segment Audience that targets users who exhibit those same patterns and characteristics.
Think of it like finding a doppelganger for your most loyal customer.
These Similar Segment users may be new to your business, but they share the same online behavior and habits as your best customers, making them more likely to be interested in becoming your customers.
4. Google Ads’ Custom Audience Targeting Helps You See
- The interests and products/services people are searching for
- The websites people browse
- The apps people use
Let’s say you’re a fashion retailer, and you want to promote a new line of summer dresses. You could create a custom audience segment of people who have recently visited your website and have shown an interest in summer clothing or dresses.
You can use Google Ads remarketing to show ads to these users and remind them of your products.
But you can take it a step further with custom audience targeting.
You can create a second custom segment of users who have recently visited fashion blogs or websites that feature summer clothing or dresses.
These users are likely to be interested in fashion and may be looking for new summer outfits.
By adding both custom segments to a display campaign, you’re increasing the chances of reaching users who actually might like your products.
Bottom Line
Effective audience targeting is crucial for the success of any PPC campaign.
By understanding who your audience is and targeting them accordingly, you can increase your chances of reaching the right people and driving conversions.
With Google Ads, you have access to a wide range of audience targeting options, from retargeting your website visitors to reaching new audiences with similar interests and behaviors to your best customers.
By incorporating these strategies into your PPC campaigns and regularly analyzing and optimizing your audience targeting, you can maximize your advertising efforts and achieve your business goals.
