Do you know that PPC gets you twice the visitors than SEO, and SEO works 24 hours, but when you stop your investment in your PPC campaign, your website traffic will decline to zero? The statistics here show you the importance of running PPC campaigns, but if your audience targeting is wrong in the PPC campaigns, all your efforts and investments will go in vain. That’s why we’ll discuss a definitive guide to successful PPC audience targeting in Bangladesh here so that you can utilize your efforts and investments productively.
What Do You Mean by PPC Audience Targeting?
Audience targeting refers to a method where consumers are divided into various segments based on their demographic data such as age, gender, location, average income, hobbies, and interests. If you know your audience, you can structure your PPC campaigns, no matter whether you are on Google Ads or Microsoft Ads. Again, you can match your digital marketing strategies with the preferences and lifestyles of your audience.
When you are collecting data, try to collect more data but ensure that they are essential ones. You also need to consider the product/ service type you are offering and which data types can be relevant.
Again, you need to think about your buyers’ journey and also what they are searching for while they are online. It helps you use marketing resources accurately and effectively. Audience targeting is not only crucial for PPC, but also for other marketing efforts such as social media marketing, email marketing, SEO marketing, and any other type of business promotion. For example, Netflix uses its viewers’ data within AI to develop its suggestions and improve audience targeting so that they watch certain shows. Thus, they increase viewership numbers.
How does Audience Targeting work?
The core of audience targeting is that you will be marketing to users who have the highest probability to be your customers. It is a useful concept for sure because it’s of no use to drive those audiences to your site who are not at all interested in your products let alone buying them. Especially, when you will pay every time a viewer clicks your ad, it’s crucial to ensure that each person who clicks your PPC ad is a prospect or potential buyer.
Audience targeting mainly works with two types of data such as first-party data and third-party data. First-party data means the data that your business directly collects such as your customers’ behaviors and interests. Generally, a business collects these data with cookies.
Again, third-party data are those data that your business doesn’t collect directly, but from another outside source. Your business needs to filter these data before using them to target audiences because it hasn’t collected that data itself.
You can use both of these data types to segment your audience depending on your business goals and under the demographic segment they fall. You also have the option to assign your audience’s buyer personas to boost customization.
To create a successful PPC ad, you will need both of the above data types. Your business can easily get access to first-party data and can mostly use it in ads because they are cheap. Again, the third-party data will give your business information but you need to spend time, resources, and money to get them.
Most importantly, you need to stay in your lane i.e. you are running a business of fabrics, so, the target audience who are interested to buy your fabrics, not those who are just not bothered about your fabrics and are interested in something else like books.
Why is the Audience Targeting Beneficial?
Audience targeting is beneficial for your business for many reasons. Among them the mentioned ones are mentioned below:
Saves Your Time:
When you target your audience accurately, you don’t need to waste your time on those people who are not at all concerned about your products. Thus, you can save your time for other crucial tasks of your business.
Saves Your Money:
No matter how well-made your PPC ad is, if you can’t target your exact audience, it will turn into a failure. Whereas if you know who your target audiences are, your ads will be shown to those people who are interested in your products/services and there will be chances that they can convert when they click. So, your money won’t be wasted, as PPC ads are cost-effective and you will be able to save your money for other vital business tasks.
Helps You Utilize the Sales Funnel:
You will always be willing to do anything so that your prospects will move through the sales funnel faster and help you achieve your goal of sales. If you target your audience exactly and your PPC ads are shown in front of them, there are higher chances that they will make a purchase after the click. Because they are looking for the things that you are displaying to them. Otherwise, it takes time for the prospects to pass the different phases within the sales funnel and make the purchasing decision.
Read also this article to know the difference between Sales Funnel and Sales Pipeline
Enhances Customer Retention:
Repeat customers are more crucial than new customers. Because repeat customers will serve you with their loyalty. They will stick to your product and company, and work for free promotion by word of mouth new customers won’t do. So, it will be beneficial for your business to work on customer retention than acquiring new ones.
Audience targeting helps you target the exact audience and develop customized content, and ads for them, and help them get the products and services they are looking for.
Audience targeting saves your money, increases sales by helping you utilize the sales funnel, enhances customer retention, and you can use the saved money for effective marketing strategies. This can enhance clicks on your PPC ads and increase conversions. As a whole audience targeting improves your return on investment or ROI.
You can also read the Benefits of Using PPC Management in Bangladesh.
How to Target Audience on PPC Campaign in Bangladesh?
Whether you are using Google Ads, or other platforms for PPC such as Microsoft Ads, Facebook Ads and the like you will get several ways to get audience insights and decide how you can reach fresh or new and existing customers, and how you can target them.
On Google Ads, you will get the following targeting options for the audience, such as:
How to Target Audience on PPC Campaign in Bangladesh?
- Search Targeting
- Display Targeting
- Remarketing Targeting
- Demographics Targeting
Now, let’s discuss each of this audience targeting.
1. Search Targeting:
Search targeting means scaling down the target users on the search engine to those who are most prone to purchase from you. After you have got the exact idea of your target customers, you are able to design ads for search engines that are more prone to communicate and motivate them for clicking and buying your products. Companies and marketers exert most of their activities on Google because it manages more than 86% of all internet searches worldwide. If you know how to develop and keep your Google Ads optimized, you are golden to reap the maximum benefits of the massive audience and useful targeting options of Google.
Now, the question is how will you appear on the SERPs or search engine result pages. By means of the following ways:
Keywords mean certain phrases or words the target audience applies to search for things on different search engines including Google. When you are aware of your audiences’ used keywords, you can customize the Google ads according to their searches. This lets your ad show up in increased audience searches, and optimize the ad budget. Again, your ads will become more search-relevant making your audience more interested to click, as well as, buy your product.
You must have heard about SEO keywords, but have you ever heard of SEM keywords? These are a bit different. SEO means everything about natural results and it doesn’t include spending on ad positioning. It only cares about content quality and relevance.
Google applies advanced algorithms considering various factors including on-page keywords, to show people the most related results. SEM matches these relevance matters, but you need to pay for each click. So, ensure that you are targeting the exact keywords, and after that, you develop ads and relevant landing pages. Sometimes, it means adding keywords in ads, as well as, page headlines.
The ads that you target with SEM keywords are most likely to appear at Google results’ top.
How you can target the most suitable keywords for your PPC ads:
Brainstorm the keywords-
Use related, generic, branded, and competitor keywords while brainstorming. Study thoroughly about your audience. Type every keyword in Google to get autocomplete results like related searches, and people also ask. Use synonyms and modifiers.
Learn more here: How to do Keyword Research for PPC Campaign
Apply keyword tools for research-
Use keyword tools like Google keyword planner (free) or SEMrush, Ahrefs, Surfer, and the like for research. Try using long-tail keywords with low competitive value and search volumes but with greater search intent and relevancy.
Follow your competitors-
Follow what your competitors are doing but don’t follow them blindly. The above-mentioned paid tools will help you know the keywords your competitors are using in their PPC ads. Try to outrank them and diversify your ad.
Recommended reading: How to Conduct a Competitor Analysis for PPC
Assess the search intent of each keyword-
Try to do it because it’s crucial. For instance, some users typing “near me” can be looking for a store in their locality to buy things; others typing “how to” can be looking for information or a guide to complete some tasks and the like.
Keep your list narrowed and organized-
You will need to cut down your long keyword list into a narrowed and organized one by keeping only the most relevant, long-tail keywords for best targeting.
Use negative keywords and Single Theme Ad Groups or STAG-
Don’t forget the negative keywords, use them to keep yourself on track because they will tell you what to avoid. STAG means keeping the keywords in groups by certain themes to generate heavily targeted groups of ads. You don’t require to handle and budget for each keyword as in the structure of a Single Keyword Ad Group. STAGs also enhance impressions and make strategies of auto-bidding more workable and improve your testing ability of various ad copy.
b) Dynamic Search Ads:
Dynamic Search Ads or DSAs let you target whole websites or parts of them, and you don’t need to generate ads and keywords for each probable match. Rather, whenever a relevant searcher searches, the system creates an ad dynamically having a headline matched with the query, and with content based on the most relevant or related landing page. This ad takes part in the auction, as well as, competes normally. Thus, you can have improved outcomes from more exposure to an increased number of your available inventory, without any alteration to your available keyword campaigns.
c) Responsive Search Ads:
Responsive Search Ads or RSAs let you enter more than one description and headline that Google automatically tests. These tests decide which combination does the best and let your ad better match prospects’ searches. From June 30, 2022 RSAs have become the primary ad category that Google Ads uses.
You have the option to use various kinds of audiences in search while remarketing such as In-Market, Detailed Demographics, and the like, which lets you narrow your concentration on search. If you add an audience to your search campaign, you can target the ads specifically to people who look for the keywords you are targeting through DSA. We will discuss each of the audience types in our later sections. When you use these different audience layers, you have the option to generate a customized experience for this specific list of people vs all other people by developing a specific campaign, customized ad copy, adjusting new bids, and many more.
2. Display Targeting:
GDN or Google Display Network has several targeting options, but they can be divided into two main categories: Content or Contextual targeting, and Audience targeting. Let’s discuss each of these targeting options.
a) Content or Contextual Targeting:
Content or Contextual targeting refers to targeting options concentrated on the page’s or site’s content. You indicate to Google that you want to be displayed on the websites that contain the relevant content by choosing this targeting option. This targeting can be divided into the following categories:
Keywords are another targeting criteria for the GDN or Google Display Network, but their functioning is different from the search ads. Keywords in GDN don’t use match types and so, function as broad match types on search. Advertisers give Google a keyword list, and Google finds content that distantly matches those keywords and then displays ads on the content.
It is the narrowest of all targeting options on GDN. Here, advertisers give Google a list of certain websites where they will like their ads to be displayed. These websites need to have opted into the network of Google ads, and AdSense so that your ad is shown on their websites.
Topics are the final targeting features of GDN and have the vastest reach of content targets. This targeting allows you to choose a topic from a created list of topics by Google and placements that match the theme. You will get different types of themes from the very basic types to extreme high-level types with several subcategories. Thus, you will get better options to choose the content type for which you will like your ad to be displayed.
b) Audience Targeting:
Now we are going to discuss how you can take advantage of strategic PPC audience targeting. Audience targeting involves the following categories:
In-Market audiences have quite similarities with topic targeting but here, the audiences are predefined instead of contextual audiences from Google. These audiences are the user groups that according to Google, are searching and researching for the relevant products/services that you are offering in the market. You will get these audiences to browse the same way you get the topic’s audiences. Many audiences will have alike themes like a Topics list.
Previously, you would get In-Market audiences only for the Display Network, but now Microsoft Ads and Google Ads both are giving the opportunity to layer this list for your Search ads as well.
Detailed Demographics let you target audiences based on data Google assumes or presumes regarding them such as Range of Age, Gender, Educational Level, Marital Status, Parental Status, Homeownership Status, and the like. All of these mentioned options have multiple drop-down options from where you need to choose the suitable options.
Life Events let you target audiences who are showing indications of major or special life events. This list has been introduced some time ago, but now the list has become quite long than when it was introduced.
These are one of the most recent types of audiences that GDN offers. These lists help you develop an audience depending on the type of product/services your exact audience is diligently researching. You add keywords such as contextual targeting, still, Google Ads is applying these keywords to get audiences who are more likely to have an interest in those keywords.
Sometimes, Google also creates an automated list of custom-intent audiences by checking different characteristics of your account. You will get this automated list just above the option of Custom Intent in the available interface. If you can’t come up with your own list or find it tough, try using the automated list.
This targeting will be a good option for you if you can’t target your audience exactly in the In-Market targeting or you like to shorten your audience list to your list in the In-Market option.
Similar audiences represent a distinctive option and help you in remarketing. Google regularly checks the user profiles inside your given remarketing lists to get some patterns. In case, Google finds any pattern, it will create a similar audience, but when it fails to find any pattern, it won’t create any similar audience. If your remarketing list is too large or too short, in both cases, Google can’t identify any similar audiences.
You need to develop your remarketing lists with the exact segmentation and in an organized way so that Google finds it easier to develop similar audiences.
Affinity audiences tend to have the vastest reach among the targeting options of Display Network. Originally, they were intended to copy TV audiences. Affinity includes targeting audiences based on their likes, interests, habits, passions, and hobbies. Google decides which online users matched these affinities depending on their current search and browsing histories.
These audiences will be the best option if you want to reach a huge audience for marketing efforts such as branding, and high-degree calls to action.
3. Remarketing Targeting:
Remarketing helps you get connected with people who have already contacted your business. Remarketing targeting involves the followings:
a) Remarketing Pixel:
Remarketing pixel means a little snippet of code set on your website that cookies visitors who come to your page. This cookie lets you generate user lists to target in the ad platforms again. Again, you can develop definite criteria to include a specific subset of your audience. A quite common list represents the converters list i.e. the list of people who made purchases from your site or gave in a lead on the lead gen website.
You can use this list as the target audience of your PPC campaign or as the exclusion i.e. you won’t like these audiences to view your ad, even when they meet all other targeting requirements of your campaign.
b) Google Analytics Imports:
You have the option to link your Google Ads Account and Google Analytics together in Google Ads, then import audiences depending on the metrics of Google Analytics. Google Analytics comes up with quite a strong combination of audience criteria that helps you to utilize sequencing, site engagement, and other measures to develop your list. You can apply to remarket audiences as the only group of audiences to target or as observations or bid modifiers. You can also apply them to all kinds of campaigns within a specific network like Search Network’s Search and Dynamic Ads.
c) Customer Uploads
Customer Uploads, lists of customer emails you bring into Google, Yahoo, or Bing. Then these ad platforms will match your given email addresses with those on their email provider and let you target them. This list is suitable when you like to retarget audiences in the CRM or customer relationship management or the people who cannot be cookied with the pixel.
4. Demographics Targeting:
You can reach your exact target audience and have a mentionable impact on your ad performance with demographics targeting. This targeting information is collected when people give information to channels whole creating profiles and also from the users’ behaviors. These options for targeting are best utilized as gradual layers to change the rest of the targeting options discussed here instead of using them alone.
a) Age and Gender:
You will get demographic data for targeting the audience in each campaign type in Google Ads, as well as, Microsoft Ads. Both platforms accept bid modifiers for the Age and Gender of users. This targeting way helps you see how your ads are working for specific age groups and alter bid modifiers to enhance or lower your bids on those user groups.
b) Family Income:
Household or Family Income determines the average household income based on location. You can use this as a great targeting option when you want to target your audience based on their earnings. You will find this option in Google Ad’s Demographics section and have the option to adjust just like the Age and Gender option.
c) Parental Status
Parental Status is another mentionable demographic target option in Google Ads. You will get this Parental Status in the Demographics section and also can adjust it based on your liking and ad performance.
Now, you must have come to know how to target the audience for a successful PPC campaign in Bangladesh.
Apart from the above targeting options, consider the following things for successful audience targeting on the PPC campaign.
Google Ads comes with a feature called “Audience Insights” that lets you find out new details regarding your customers. Again, you will find extremely new features that you had no idea about before. Study the whole Google Ads thoroughly to know about all its features and utilize them well to target your suitable audience.
Timing is crucial thing for effective marketing. When you don’t target your ads during the hours of the day or days of the week when your target audiences will be active, you won’t get any fruitful results. Google Ads lets you generate a total ad schedule for targeting the exact hours and days you want. Even you have the option to enhance the bids for certain time frames to attract the audience at the most suitable times and days of the week.
Optimize the schedule of your ad in these ways:
a) Apply the data from the Insights report of Google Audience.
b) Filter your reports of PPC performance by the weeks’ days and the day’s hours to find out the most suitable and unsuitable times for advertising.
Keeping updated is always important in a PPC campaign. Latest PPC Trends in 2023 Bangladesh, this article will help you to know the latest PPC trends & techniques.
Target the marketing messages and ads by location. Change the default setting and adjust your setting according to your business location. Thus you can apply location targeting for targeting ads depending on the distance. You can have an ad message for clients located less than one mile from the business and another one for clients more than five miles away.
Thus, location targeting lets you get the exact areas for advertising and also customize the experiences of ads by the location which helps increase sales and other crucial performance metrics.
It’s also an important aspect while targeting an audience for your PPC ads. There is a huge difference between desktop and mobile users. Most of these differences are because of frequently variable browsing experiences of mobile devices and desktop ones.
For example, desktop ones have bigger screens and access to the keyboard and a mouse to enter pages and navigate pages and the like. Again, mobile phones use touchscreens and have smaller screens with no helping equipment for navigation. So, develop optimized ad experiences for both types of devices to offer the best experience for both user types.
By now, you must have become well aware of audience targeting on the PPC campaign. Because this is a definitive guide to successful PPC audience targeting in Bangladesh that we have prepared with lots of care and research only for you. In case, you have any queries about google ads or little confused about how to run a PPC campaign effectively, with extensive google Ad expert team members digiSocial provides you the best google ads service for your business. We are is just a phone call away from you. Contact with us.
Targeting your audience properly is also important in Social Media Marketing campaigns as well. If you don’t know how to do it. Read our detailed guide on Identifying Target Audiences For Social Media campaigns. Hope it will help you with your next social media marketing campaign.