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I love this question because I get super excited about targeting. Great targeting really boosts the results of your digital marketing efforts, and it’s something I spend a lot of time thinking about and researching every day.
This might seem obvious, but the first thing you need to do is actually know who your audience is. Our clients get an Audience Engagement Report which lets us know the demographics, personal interests, recent online shopping habits, locations, device type and time of day/week of all your website visitors – graphically ordered by website engagement and revenue so that we can find the audiences that are most likely to engage with your website and (importantly!) to spend money.
Would it help you to know that the users who spent the most revenue per user on your website were also planning a holiday to Peru? This might seem random, but my clients who had these kinds of correlations on their Audience Engagement report and who then targeted other people like their highest revenue users got better results in their digital marketing.
The types of things you would want to know about your clients for targeting include their gender, their age, their interests, their online shopping habits, other websites they might frequent (your competitors, and/or adjacent industries), where they are located, whether they are parents or not, their household financial status, the devices they use, the types of things they may be searching for online, their occupation, how they behaved when they were on your website in the past and their email address if you have it.
Only selected accounts can use email addresses in Google Ads, but there are ways to combine Facebook PPC targeting (which does accept email addresses) with Google Ads by using remarketing lists.
Linkedin can target by occupation, and so if this is important you can combine Linkedin PPC with Google Ads through remarketing lists.
Different campaign types have different targeting options, and by using a combination of different campaign types and targeting options you can draw more of the right types of users towards your website. You can tell Google to pay more for people who have been on your website before or for people who meet the targeting criteria you set. You can also exclude users who don’t meet your targeting criteria if you have a tight budget to work within.
Targeting can be applied on a per campaign or a per ad group basis depending on the type of campaign and the type of targeting. It can get really complicated and there are a myriad of options, so if you ever want to run a “can I target this?” question past me, send me a message and I’ll be glad to help.
This tip and many others are found at https://www.petramanos.com/category/tips/