Most businesses get it wrong when it comes to Google Ads targeting by laying sole focus on keywords. While keyword research helps with displaying ads to target audiences based on what they search for, it barely explores who they are. Audience targeting is one of the underutilised strategies on Google Ads as it cuts across the entire Google Display Network. It allows businesses to target specific audiences by creating smaller market segments from the larger ones. Therefore, examining why companies should avoid trying to appeal to all audiences and instead target the right audience with Google Ads is crucial.
Importance of Google Ads Audience Targeting
1. Lowers Marketing Costs
Generally, digital marketing lowers marketing costs, but Google Ads audience targeting takes it a notch higher. Instead of general demographic information, a Google Ads agency focuses on specific interests that help lower the cost per click. It only shows ads to audiences with a high propensity to convert, which gets you more from your ad spend. Detailed demographic targeting goes beyond age, gender, and parental status. Instead, it looks into marital status, income levels, etc., to channel suitable ad campaigns.
2. Improves Targeting
Addressing your target audience directly is the only way your marketing information resonates with them. Businesses with different clients face the hurdle of creating market campaigns that connect to all customers. Luckily, audience targeting allows the granulation of customer segments to create data-driven marketing campaigns. Moreover, a Google Ads agency helps brands to efficiently target potential customers who fit the profile of the ideal buyer persona. Affinity segment targeting allows you to reach a wider audience with similar hobbies, habits and interests.
3. Increases Customer Retention
With Google Ads audience targeting, brands and businesses can rely on existing customer data to boost engagement. It assists with remarketing to customers who have already interacted with your business. Although this strategy is common, Google Ads make it a highly profitable paid ad tactic. A Google display advertising agency focuses on four types of audiences for remarketing;
- Users who have interacted with your website
- Users who have used your app
- Viewers who interact with your YouTube content
- Users who provide their data to upload into Google Ads
4. Resource Allocation and Optimization
Google Ads audience retargeting allows brands, businesses and marketers to evaluate their audiences and build strategic ad campaigns. This evaluation helps identify the target audiences that engage with the ads and highly convert. As a result, brands and marketers will optimise their campaigns by allocating resources to the correct audience types. In the long run, this translates to higher web traffic that generates high-quality leads.
5. Builds Brand Awareness
Each brand has a different approach to attracting online users looking for products and services. Winning the attention of these users means that brands must create ad campaigns that the audience is more receptive to. Google Ads has a vast network of partner websites in the Google Display Network where your ads are displayed. A Google display advertising agency leverages audience targeting to build ads based on user interests or affinity with your products and services. As a result, more users interacting with your ads across the Google display network increases brand awareness.
Audience targeting is a powerful tool for brands that want to reach their target market effectively. Google Ads allow you to narrow your audience and personalise campaign messages that reach the right people. This allows you to maximise your ad spend since the target audience will likely convert.