Understanding your audience - effective PPC targeting
When it comes to PPC, it’s vital that you know and understand your audience. If you don’t, it won’t matter how much money and expertise you throw at Pay Per click, there’s no point blowing your budget on wide reaching ads if they’re not being seen by the right people. The people who will convert into sales and paid business. It’s all about quality, not quantity.
There are a number of ways you can start funnelling your content to the right people. Then in turn drive more legitimate traffic to your site through your PPC efforts. Let’s take a closer look at what they are.
Audience based on action.
Engaging with audiences that have already taken positive action when it comes to your existing content is a good place to start. You know you have some buy in, now it’s about figuring out what they need in order to continue their journey. Whether that’s deciding on where to position your targeted ads, or what aspects of your website need tweaking to help your conversion rate.
There are a number of insights and metrics you can derive from your website and social media platforms. Many have their own analytics dashboards built in. If you’ve synchronised your website with Google Analytics, you’ll be able to find out information about your site from there.
Analytics allow you to start building a real picture of the kind of audience that’s consuming your existing content. For example; what pages they’re visiting, completing any micro-conversions or if they keep returning to your website time and again, to name just a few examples.
Time to segment your CRM and mailing list.
Many businesses will have a substantial mailing list or CRM system. All too often, they’re not making the most of them. If you’ve never dissected these in any great detail, this could be the prime place to divide up your audience into more specific categories, and leverage these accordingly. The advantages of this are that you’ll get more detailed and specific information than what you’d get from generic search engines and social media analytics dashboards.
For example, if you know you have several visitors that repeatedly come to your website and then leave without purchasing, you might want to send them more information regarding your latest product launches or anything else that you think will interest them.
In-market audiences are commonly used to find out who’s searching and comparing online. The information is then used by those constructing PPC strategies. This way of working uses third party data to help you identify who your potential prospects are.
Generally, if you can’t find the in-market audience for your specific product, you can usually find data from something that’s very similar to give you a reasonable idea. Adding in-market audiences to your PPC campaigns gives you a strong idea of what is performing well and where. You might even want to adjust your bids to target specific audiences more aggressively for a set period of your campaign.
For businesses regularly running PPC campaigns, conversions are key. Knowing who your audience is, where they are and what they’re looking for and why is the optimal way to achieve this.
At Bobble Digital, we’ll work with you to design an agile PPC strategy that can adapt to the changing needs or activity of your audience. To find out more, please get in touch with us today.