Depending on the industry or niche you’re in, your small business might have a broad audience. And if you try to make your ads all things to all people, your targeting could be too imprecise — costing you conversions.
It’s crucial that you get your PPC audience segmentation right, but how do you do that? Below, our Orange County digital marketing experts share four tips to help you target different segments.
Create Detailed Buyer Personas for Each Segment
Create a comprehensive persona for each segment based on the audience data you’ve already gathered. Each persona should include key details about the ideal customer in a segment, such as:
- Age
- Income
- Interests
- Location
- Occupation
- Pain points
- Shopping habits
- Values that dictate buying decisions
Personas don’t need to be complex, but they should cover enough ground to help you understand the right messaging for each ad campaign.
Make Ads Extra Specific with Ad Extensions
Extensions are a fantastic way to make ads more relevant to specific audience segments. They can convey extra information to potential customers in different ways and help ads stand out on results pages.
Various ad extensions are available, including:
- Sitelink extensions — send prospects directly to the most relevant pages
- Location extensions — provide your business’s address to help local customers find you
- Call extensions — include an interactive phone number to encourage direct contact (helpful when the US is home to more than 300 million mobile internet users)
Using ad extensions will help you target audience segments more effectively and make the most of the space available.
Avoid Generic Keywords that Lack Precision
To target a specific audience segment, you’ll need to identify the most important keywords. If your keywords are too generic and broad, you may find it more difficult to reach the people in the market for your products or services.
For example, long-tail keywords tend to be more effective for precise digital marketing (e.g. “men’s waterproof sailing jackets” instead of “men’s jackets”). Branded keywords can help boost relevance, whether it’s your own business name or refers to products you stock.
Adapt and Improve Your Campaigns Over Time
Segmenting your audience and crafting the best paid ad campaigns for each group takes time. You’ll need to assess and refine your ads over long periods to continually improve your PPC performance.
As campaigns run on, you’ll gather data on their performance: use this to understand whether ads are having the right impact and explore what you could do to improve them. Small changes to headlines, images, and ad extensions may make a big difference to your digital marketing success in the long run.
Take Your Paid Ad Campaigns Higher
Segmenting your audience and tailoring campaigns to suit each target group can be tough, but it’s worth investing the time and resources to get it right. The simplest solution is to leave your PPC strategy to the experts.
Our Orange County digital marketing agency will create bespoke paid ad campaigns for your business, tailored to your audience segments, budget, and goals. To get started, contact our team today!
