Creating PPC campaigns that reach the right audience is crucial to win new business. But knowing who to target, and how, is a common obstacle for companies.
If you get it wrong, you could waste precious money on campaigns that go nowhere and annoy users. According to a survey, 51% of U.S. adults are “bothered” by ads that are irrelevant to them and their life.
You want to build PPC campaigns that drive new users to your site, not leave a bad taste in their mouth. And audience segmentation can make it easier. But how does it work?
In this post, our Orange County digital marketing agency will explore four different types of audience segmentation to inspire you.
Four Popular Types of Audience Segmentation
Here are the four most commonly used types of audience segmentation:
Demographic
Demographic segmentation organizes customers based on core similarities, including:
- Gender
- Age
- Job
- Education
- Income level
Demographic targeting can help you market products to customers in the right age group and income range. Your high-end watches may be the perfect match for a big-earner with lots of disposable income, but not so much for people living on tighter budgets.
Geographic
A prospect’s location has a big impact on their purchase decisions. Consumers based in hot, dry environments are less likely to buy waterproof or heavy clothing than those in cooler locations. Geographic segmentation helps businesses understand which areas to target and which to avoid.
Behavioral
Behavioral segmentation categorizes customers based on specific types of behavior, such as their purchasing habits. Certain customers might buy the same product multiple times each month, while others will order it once every six months instead.
By understanding those behaviors and the reasons behind them, businesses can determine how best to market their products and services to customers of every type.
Psychographic
Psychographic audience segmentation groups customers based on personal interests and values. If your business sells ethically manufactured clothing, for instance, you would benefit from targeting customers whose values and interests align with your ethical mission.
How to Start Using Audience Segmentation in Your PPC Campaigns
Here are four quick tips to help you get started:
- Distribute customer surveys to learn more about your audience. Gather information on their buying habits, their occupation, and other key details. But don’t be too intrusive with your questions — that could chase them away.
- Study analytics platforms like Google Analytics for helpful demographic information on users you want to target.
- Identify and prioritize your most valuable customers. Which segments buy from you most often? Which ones spend more than others? Create retargeting PPC campaigns to keep them engaged.
- Only use language, visuals, and offers appropriate to each segment. A/B test ads to find out what works and what doesn’t. .
Audience segmentation takes time and effort to get right. How can you make it easier on you and your team? Simple — leave it to us!
Our Orange County digital marketing agency is here to create bespoke PPC campaigns for your business. Contact our team today to get started!
