Find the right audience in Google Advertising is a must to get a high ROI. No matter how great your ad is, it’s a waste of time and money to show it to customers who aren’t willing to buy.
Google Huge global reach, with more than billions of users, makes it a gold mine of opportunity. But this large audience makes advertising on Google Ads even more challenging: how do you get your ad shown to your preferred niche? How to show your ad to the right potential customers?
There are different ways to target audiences. The most common of these are keyword targeting and audience targeting.
What is keyword targeting?
Keyword targeting has been the foundation of pay-per-click advertising ever since. This targeting feature allows users to be reached on Google based on keywords in a search query.
Keywords are a powerful targeting tool. They can be a form of communication. Think of it this way—every time a user types into Google Search, that user is telling him or her what he or she wants.
For example, if a user goes to Google and types in “women’s running shoes,” the user is telling her that she wants a new pair of running shoes. If the keyword list in your ad account contains “women’s running shoes,” your ad (taking into account other relevancy factors such as keyword bids, negative keywords, and keyword match type) may show for that single search query.
Finding the right audience based on keywords requires in-depth keyword analysis. Analyzing search behavior is critical because it helps derive keywords that match a prospect’s actual search intent. By incorporating high-quality keywords into your PPC campaigns, you can show your ads to the people who are most likely to buy.
What’s missing in keyword targeting?
Sometimes keyword targeting isn’t enough. The keywords used do not capture the buyer’s intent, or are used inappropriately. The following are examples of keyword stuffing, or the misuse of keywords in Google ads:
For example, a user types “baby room interior design” into Google. It is safe to assume that the user is looking for ways to design a baby room. Therefore, if the coating product Targeting the keyword “interior design” won’t get you the desired results because an ad for this search query might show even if the user isn’t looking to buy paint. This is the problem with keyword targeting. Ads can end up reaching even those who are not the target segment, which can lead to wasted ad spend.
What is audience targeting?
Audience targeting solves this problem. Audience targeting can be used to specific interests or demographic data to attract people. You can control who sees the ads in audience targeting. Custom audiences can be created and segmented into broad consumer segments. Specific buyer personas can be created based on demographics (age, gender, income, employment, earnings) or interests and behaviors.
Audience targeting isn’t perfect, though—because while you’re sure your ad is showing to the right people, some of those people aren’t in-market, unlike keyword targeting, where users are already highly in-market.
An Interesting Mix of Audience and Keyword Targeting in Google Ads
The good news is that in Google Ads,keyword targeting and audience targeting features are available. This means it is still possible to target keywords and reach people with a high intent to buy without really guessing who your ad is showing to. Ad audiences can be easily customized based on target buyer personas. This ensures that ads are shown to interested audiences who are likely to convert and that ad spend is not wasted on irrelevant clicks.
Demographics can give you valuable insights into your target market segments. For example, if you view the Insights report, you will learn more about frequent converters.
For example, for a coffee brand, these people might be female, single, 24 to 40 years old, outdoorsy, avid reader, and jazz lover.
You can also set your Google ads according to their geographical distribution. At the same time, using AdTargeting can help you get more keywords with low competition but high conversion .
In the case of a beer brand, these people might be 18-30 males, college graduates, fitness conscious and sports enthusiasts. Regardless of the buyer persona, custom campaigns can be used to target the desired audience.
Find the right audience with help from paid search experts
Finding the right audience on Google Ads isn’t easy. It is imperative to understand the search intent and search behavior of your target segment. Most importantly, getting the most out of Google Ads requires a solid understanding of the basic functions of an advertising account, including actual ad creation, bidding strategies, and keyword optimization.
Before launching a paid search campaign, you can Using Ad Targeting To view the keyword and audience targeting analysis report. They help streamline ad spend while generating the best possible campaign results. Plus, they provide valuable insight on how to create powerful ads that drive traffic to your website and generate a high ROI.
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