How to Use Audience Targeting for More Relevant PPC Traffic


Cut Costs, Boost Leads

Pay-per-click (PPC) advertising can be a powerful way to drive traffic to your website. However, without the right targeting, you may end up wasting money on clicks and impressions that don’t convert. That’s why properly defining and targeting your audience is critical for getting the most out of your PPC campaigns.

Now Media Group understands the importance of precision in PPC advertising. By tailoring campaigns specifically toward your ideal customers with thoughtful targeting strategies, we have helped our clients improve campaign performance and ROI.

If you’re looking for proven PPC experts to help take your advertising to the next level with smarter audience targeting, give us a call today at (858) 333-8950.

Why Audience Targeting MattersSEO graphic

Showing your ads to people who are likely not interested will lead to low clickthrough and conversion rates. You’ll be spending your money on cold traffic without getting much return on your ad spend investment.

Alternatively, targeting your ads allows you to hone in on searchers and audiences that have a higher intent and propensity to engage. Serving your ads specifically to these warmer leads and more clearly defined target audiences will help improve the relevancy of your ads. This leads to better clickthrough rates, lower cost-per-conversion, and higher return on ad spend.

Types of Audience Targeting Options

PPC platforms like Google Ads and Microsoft Advertising offer different ways to define and narrow down your target audience, including:

  • Location Targeting: Target specific countries, regions, cities, postal codes, radius around a location, etc.
  • Demographic Targeting: Target specific parameters like age, gender, parental status, income level, browsing language, and more.
  • Behavioral Targeting: Target based on previous site visits, purchase history, search queries, page view history, and more signs of intent.
  • Contextual Targeting: Place ads on specific YouTube videos, websites, mobile apps, and other placements where your audience may be most receptive.
  • Remarketing: Target people who have already interacted with your website in some way to re-engage them.

Best Practices for ImplementationPPC Promotions

The best PPC audience-targeting strategy involves layering a few different parameters:

  • Detailed location parameters extend beyond just a broad country or state. Try metropolitan regions, zip codes, cities, regions, etc.
  • Multiple behavioral signals, such as search queries, pages visited, and video views, indicate commercial intent or interest in relevant topics.
  • Contextual signals, like specific sites and apps where your audience spends time.
  • Retargeting for those who recently visited your site but haven’t converted yet.
  • Continually test and optimize your audience parameters, adjust bids, landing pages, ad copy, and more for each custom segment for improved performance.
  • Monitor which audience segments drive the most conversions to double down on the best customers. Refine any underperforming segments or exclude those unlikely to convert.

Benefits of Good Audience Targeting

Taking the time to research and precisely define your target audience will lead to:

  • Increased return on ad spend and PPC budget
  • Higher clickthrough rates and conversion rates
  • Lower cost per acquisition or lead
  • Better quality leads overall
  • More efficient PPC campaigns

Sharpening your PPC targeting to hone in on your bullseye customers will transform your PPC advertising from a generic approach to a precision tool delivering highly qualified traffic.

Boost Campaign Performance with Smarter Audience Targeting

If you want to take your PPC campaign targeting to the next level for more qualified clicks and conversions, leverage the expertise of Now Media Group’s specialized digital marketing team. By tapping into our experience tailoring campaigns around your ideal buyer personas, we can help drive more value from your ad spend.

Get a free consultation today from our targeting experts by calling (858) 333-8950. Let us analyze your existing PPC audiences and traffic quality to map out an advanced targeting roadmap that hits your marketing goals.

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