There is a huge misconception among the people about PPC (Pay- per click) that its usefulness can come and go. But we think, a lot of marketing gurus will agree that it’s not such a case. Rather, it has been improved even better to meet the needs of today’s internet requirements. Audience targeting is one of the most effective PPC strategy.

Audiences cannot only help to improve the performance within a campaign but also can influence the strategies in other campaigns and other channels. We can strategically share content based upon where the prospect is in the funnel using audiences with paid search. You can also collect information according to their likings, engagement and interests.

How to get best advantage of strategic PPC audience targeting

1). Time to act!

Take time and create audiences based on their different activities within a buyer’s journey. These kinds of audiences bring very fruitful results as they let you know where exactly you need to look for the visitors. Watch carefully and plan accordingly. These are some of the things on which audiences are based:

# People visiting pages such as product pages, pricing pages, loyalty logins and case studies.
# First connect your YouTube account and keep an eye on the visitors watching your YouTube videos.
# Executing micro- conversion tasks such as downloading an info graphic, white paper or e-book.
# Visitors who had a high number of page views or those who spent much time browsing on the internet.

After all these observations, you can go for setting up your campaigns. Also, provide the users the content they are looking for to get into the next stage for buying.

2). Customer match:

Do you have data points within your customer relationship management (CRM) that aren’t otherwise accessible in the search engines or Google Analytics? If yes, you can use these data points to parallel the sales funnel if you have access to an email database.

Not only this, but also, you can start even new products and can launch low-funnel campaigns to target people who showed interest but didn’t purchase. Target them to re-engage with customer match the people who even requested a demo but then go dark.

Customer match is also useful for seasonal businesses. By marketing accessories or complementary products, you can even create cross- products to those the consumer recently purchased. Don’t get tensed if you don’t have recent customers: leverage on your past year’s customers

3). Audiences based on prior campaign source:

Google analytics is one of the great ways to build audiences. One way is to track the data within the urchin tracking module (UTM) tags to build remarketing audiences. The most important advantage of this method is that some of the networks outside of AdWords offer much in-depth demographic targeting which you can use in your remarking customers.

You must have observed that robust targeting options are offered mainly by Facebook and LinkedIn. Take this example to understand better. Suppose you advertise a conference room or ballroom. Based on net worth or income and the fact of their engagement past year, you could target reception halls using Facebook. Regarding your conference experience and amenities, you can even organize different campaigns to target event managers or planners.

To function and remarket more effectively with Adwords, set up UTMs to define customers and track performances from those campaigns in Google analytics. Then from these UTMs create a list of audiences for creating audiences with demographic information.

4). In-market audiences:

It is a great tool for search campaigns. The in-market information Google looks out for the people who are actively participating or is active in performing researching and comparing products.

5). Do not spend on those who do not return back:

The idea of putting so many efforts in campaign does not aim only in targeting the right audience but it also aims to exclude such people who are not a good fit at all. Well, it seems no meaning of spending over and again on such people who cannot be converted into leads.
Now you must be wondering how we will get to know about such people. To achieve this, one of the best ways is to build audiences based on their time on site. Suppose if a person spends only one to five seconds on your website, it clearly means that, the person is not worth of spending again.

But do you want to exclude such people from organic campaigns as well rather than the paid ones? It’s not a good idea at all. What if that person search for a relevant product and comes back as a lead? If you have a high cost per action (CPA) remarketing list for search ads (RLSA) campaign, you can add audiences and can decide later if you want to include or exclude such person.

Time to wrap up:

So, these were some of the proven ways to take advantage of strategic PPC audience targeting. You can even apply these methods to your Omni channel campaign as well. You can not only generate traffic through it but also can test the same audience across other channels as well including various media platforms.

But how will you check if people are revisiting your website again and if they are making a purchase? Along with all these mentioned points above, note some of these points as well:

# Organize a separate campaign to test trust- worthy audiences.
# Use relevant accessories to target audiences.
# Test to see if there is lift in total purchase or not.

Is there is any confusion or doubt hitting all up your head? Don’t think much, apply these ways now!