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How can I target my audience on Google Ads?

by | Google Ads, Tips | 0 comments

How can I target my audience on Google Ads?

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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.

Audience Engagement ReportThis 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/


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david clayton myomasters

Your attention to detail is beyond what I had expected. The detail of the data is incredible. The best part though was to learn the profile demographic - which is very different to whom I think I've been trying to target through social.

David Clayton Director, Myomasters Massage Health Clinic Google Ads April 23, 2020

Sophie Abnett

Here at 1834 Hotels we centralise the marketing for many different hotels. It can be an enormous undertaking to monitor and track the performance of each one, especially when they are all on separate webpages.

Petra helped to resolve this difficulty by creating a central hub in Google Tag Manager and Google Analytics with Cross-domain tracking and Ecommerce as well. She created many valuable analytics dashboards and reports that draw from the centralized source. Now that we have all the analytics tracking working it has improved the accuracy of our reporting and the insights have helped develop better marketing strategies.

Petra’s skills and wealth of knowledge is fantastic. I would recommend Petra without hesitation.

Sophie Abnett Digital Marketing Project Manager at 1834 Hotels Ecommerce / Hotel Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

Michelle Bridger

Petra's detailed reports and her personal assistance has been helping us to know where to concentrate our efforts and even showed us technical issues we needed to fix. Our Audience Engagement Report identified several key interests of our buying audience. We tried targeting one of those interests and it brought in two sales almost immediately! I highly recommend working with Petra and accessing her brilliance to scale your business.

Michelle Bridger Michelle Bridger, Facebook Advertising Specialist Ecommerce Google Tag Manager, Google Analytics & Google Data Studio Configuration April 23, 2020

leesa dawson

I am so grateful to have met you, as I think your insights are the BEST I have ever come across.

Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

Erica Stacey Scout Digital

I recently worked with Petra to improve my understanding of Google Tag Manager.

Petra not only provided a solid overview of GTM set up and event tracking, she also provided many tips on best practice, and answered the questions that I didn't even know to ask!

Petra is patient, fun to work with, and her analytical programming mind is hell bent on finding the BEST solution to any data, analytics or tracking problem.

Erica Stacey Scout Digital Marketing Strategy Session June 21, 2017