There is no doubt that the profits you stand to make in online marketing are vast. However, you will barely scratch the surface of your true earning potential if you do not know your audience. If you do not understand your audience’s challenges and what they are looking for, you cannot craft the right messages. One area of online marketing that calls for the highest level of personalization is pay-per-click (PPC) marketing. With the money you are spending on this platform and the high competition, you should ensure you attract the right audience.
There are Seattle-based SEO consultants that will recommend using audience targeting to personalize your ad. Audience, unlike keyword targeting, involves more than the use of words a market is likely to search for. It instead focuses on the customer base that matches your target market. You can thus personalize your ads based on your market’s behaviors, ages, interests, and incomes, among other aspects that make up your buyer persona. The following are some of the tactics used for audience targeting in PPC.
Using Remarketing Lists for Search Ads (RLSAs) Smartly
RLSAs allow companies to customize their PPC ads according to customers’ behaviors on previous website visits. With this information, you can tailor your targeting and bids around the clients when they are on other webpages. You can, for instance, display and target your ads to users with a history of high conversion rates when they are searching for products and services that are similar to yours, even while browsing a competitor. This tactic minimizes the risk of losing loyal customers, particularly in industries that do not traditionally have high customer retention rate, like grocery retail.
Combining RLSAs with Social Audiences
With over 1.5 billion active users monthly, Facebook is a fairly sound investment when it comes to digital marketing. Facebook marketing allows you to expand your ad’s reach and engage people who are not actively looking for your services or products but whose lifestyle and personal criteria match your target market’s. Tagging your Facebook ads to your audience segments in PPC allows you to display your ad when these people finally enter your keywords on Google search.
Using Custom Affinity Audiences
Google has a custom affinity audience option that gives you granular control over the customers you target. This tackles the problem of a one-size-fits-all approach to audience targeting. Custom affinity audiences are specific for your brand and are often used for brand building rather than boosting sales.
Combining Remarketing With In-Market Audiences
In-market PPC audiences allow you to reach people that are further down your marketing channel with your PPC ads and are ready to close a deal. You can combine this audience with your PPC remarketing list. This way, you are sure to always remain visible to people who are ready to invest in your company.
Audience targeting is one of the best tools available for boosting your ROI on PPC campaigns. However, it is not a magic bullet for PPC ads. You should work with a knowledgeable online marketing expert to guarantee that you pick the right tactics for your ad. More importantly, working with an expert ensures market parameters are correctly applied to your PPC campaigns to actualize returns.