PPC campaigns on Google Ads create an average ROI of 200%. But it’s possible to achieve higher ROI with a better-than-average campaign.
Much higher.
And a key element of any successful PPC campaign is a clear understanding of your audience and the different groups within it.
This is where audience segmentation comes into play.
But what is audience segmentation and why does it matter? Join our Orange County PPC experts to find out!
What is Audience Segmentation?
Your entire customer base is highly unlikely to fit neatly within one demographic. Instead, your audience probably spans several groups, whether you’re a B2B or B2C brand. You shouldn’t try to create a single ad that appeals to all of your customers: it might be relevant to some prospects but less so for others — and you’ll miss out on their money as a result. Audience segments may be based on the following factors:
Attributes
- Location
- Age
- Gender
- Income
- Education
- Occupation
- Ethnicity
Interests
- Hobbies (e.g., reading, watching movies, sports)
- Past purchases
- Personal goals
- Personality traits
Behavior
- Shopping habits
- Awareness of your brand
- Purchasing preferences/habits
Why Does Audience Segmentation Matter?
Let’s explore 5 of the most important reasons why audience segmentation matters:
Customers Want It
Research shows that the majority of consumers want targeted ads based on their personal preferences and previous purchases. For example, 62% of customers shopping for electronics revealed that they appreciate businesses providing personalized ads based on their data, and 60% want advertising to help them find new purchase options. Creating ads tailored to a specific type of customer can help them find the products/services they’re looking for (and in less time).
Make Your Marketing Campaigns More Effective
Separating buyers into segments (e.g., aged 35 to 50, passionate about cars, lots of disposable income) helps you build relevant ads with a clear focus. You don’t need to try to appeal to as many people as possible: just those within a narrow range. Evaluating the way in which you target certain customers can also help you refresh a stale PPC campaign (find more revitalizing ideas in this post).
Increase Spending Efficiency
Audience segmentation reduces the risk of throwing money at ads that go nowhere or attract clicks from the wrong audience. You can bid with more confidence that you’re targeting the right people with each ad you create.
Recognize New Marketing Opportunities
Segmenting your audience may open your eyes to new niche markets that you’ve missed before. You might identify opportunities to launch new products or services that cater to a small but important audience segment hungry for recognition.
Take the time to think carefully about your audience, the varied groups within it, and how you can reach them best. Not sure where to start? Need a little help from the experts? Our Orange County PPC specialists will create targeted ads to build brand awareness, generate leads, bring you valuable new customers, and help you achieve better ROI!
