Pay Per Click,
How to Take Advantage of Strategic Audience Targeting with PPC
There is a common misconception that PPC marketing has seen its usefulness come and go. However, today’s marketing experts will largely agree that this isn’t the case. Rather, it has been enhanced to meet the needs of a changing Internet environment. One of the most effective PPC strategy is using an audience targeting, advertisers can realize higher conversion rates and more relevant traffic.
Quantity vs. Quality
Just because a site gets a lot of paid traffic, that doesn’t mean that it’s quality traffic. An inadequate PPC audience targeting strategy can result in an irrelevant traffic and do nothing to create a return on a company’s investment. Getting a good ROI for the digital marketing dollar can be as simple as leading consumers to a path that will ultimately lead to a purchase or other conversion and then giving them a reason to take the rest of the necessary action to lead to that decision. Specifically:
- Instead of a wide, open path, specific PPC audience targeting leads consumers down smaller, narrower paths to the same end destination – one targeted to be within their interests.
- Targeted marketing based on specific qualities such as previous online activity can yield an increased flow of meaningful traffic and increase ROI.
- It can also provide more ways to bring people in for their first experience or encounter – then back for more, as they see how well the content matches their interests or online activity.
Many Paths – One Goal
First, let’s talk about conversions. Sometimes you have to start small in order to grow. Micro-conversions are actions after the click that do not result in a sale. Some examples include:
- Downloading a file
- Watching a video
- Creating an account
- Signing up for mobile or email alerts
- Allowing push notifications
These actions indicate interest in the product or service on offer, and by using audience targeting PPC strategy to reach these customers, your brand will remain at the forefront of their mind.
Small conversions take potential consumers down a virtual path, and all those paths lead into larger ones. The goal is always the same, though the path to that final conversion may be very different for each consumer.
PPC Audience Targeting with AdWords
This is not rocket science, but it is a science. Remarketing with Google AdWords allows advertisers to build custom audiences, create audiences that are similar, and cross-market with Facebook and other social media channels to gain relevant traffic. Populating custom audiences with traffic allows the advertiser to create a custom audience list and populate with enough people to create a search campaign on AdWords. Of course, with Google being the premier search engine, results and ads on the first page will bring in far more traffic than those buried in second, third and further pages.
Paid marketing in digital marketing is a vital part of building a successful business. The Internet is no longer a place where you can simply create a website and expect traffic to simply show up. Multi pronged digital marketing campaigns start with a website & focused digital marketing strategy that included paid media, but due to their very nature require constant tweaking. If you are not sure how to reach a target audience, then talking to marketing professionals is your best bet.