Targeting the right customers is crucial to pull off a successful PPC campaign. Prospects will see your ads, click through, and be so wowed by your exquisite landing pages that they HAVE to convert.
But it’s not quite that easy.
Reaching your ideal audience takes more time, research, and creativity than you might expect if you’re new to paid search. And all this effort will pay off when you start winning valuable new customers.
As a seasoned Orange County digital marketing team, we’ve helped clients across varied niches reach their target customers. Check out these four simple tips to discover how YOU can do the same.
Study businesses that inspire you
Pay attention to those ads that appear alongside yours on SERPs and try to identify what changes you can implement into your own campaigns to reach the same audience more effectively.
Take note of:
- The type of language they use (e.g. friendly, formal, emphasis on urgency)
- What sitelinks they add and where they direct customers
- What information they include to incentivize shoppers (prices, free shipping, etc.)
Now consider how these compare to yours. Is your tone totally different? Do you use sitelinks to get more value out of your ads or are they more sparse? Ask all the questions you need to.
Think carefully about your audience segments
Audience segmentation enables you to define specific groups within your customer base and tailor ads to target them accurately.
You might segment your audience by occupation/industry, budget, location, and more. But take the time to explore whether you have enough segments to form an accurate representation of all your customer groups.
Otherwise, you could create ads that are only relevant to a small portion of your audience and miss out on valuable opportunities to extend your reach.
Create detailed personas based on real research
Buyer personas should be so detailed that you know exactly what different customers are looking for. This is closely connected to audience segmentation: each type of prospect you’re targeting should have their own persona.
Identify the problems they’re trying to solve by searching online and define how you can help. But go deeper. Ask:
- What age group do they fall into?
- What device do they tend to browse on most (e.g. around 60 percent of all searches are performed on mobile devices)
- How much are they looking to spend on a specific product?
- What type of language will engage them more?
Try to build a comprehensive identity so that you know your customers inside out. You’ll find this a major help in targeting them effectively.
Be where your customers are
Based on your research, you should be able to determine the type of sites and platforms specific customers will use most.
Perhaps they check in with Facebook every half hour throughout the day. Maybe they’re a YouTube fiend. Or they might watch dozens of TikTok videos every evening.
But wherever they are, YOU should be too.
Create ads on the right social media channels with eye-catching images or videos, and run split tests frequently! Experimentation will help you build better and better campaigns over time.
Feel inspired to do better?
Our Orange County digital marketing specialists will help you target the right customers with tailored campaigns built on an in-depth understanding of your business.