Like any successful advertising campaign, it is essential to identify your target audience as you begin to set up your campaigns. One of the distinct advantages of PPC advertising is that it allows you to only have your ads show at the exact time potential customers are searching for the products or services your business offers. This, in turn, leads to reaching those specific objectives identified at the start of your campaign. When using the Google AdWords platform, there are many ways to reach the right audience at the right time. However, before you can utilize the AdWords targeting tools, it is important to understand the audience you are seeking to reach within this online user base. The following are few questions that should be asked in order to visualize the audience you seek to reach and build a successful campaign:
What keywords will they use in their searches?
One of the most important aspects of any PPC campaign is the ability to identify the keywords your potential customers will utilize during their search. This requires understanding your customers and how they view your product or service and how that will translate into words as they search. Will they use general terms, such as “cameras,” or specific terms, like “DSLR cameras”? Will they use individual words such as “haircut” and “paint” or use phrases like “where to get a haircut” and “the best paint for bedrooms”? Identifying how your potential customers structure their searches will allow you to determine what keywords should be implemented into your campaign to trigger your ads during these searches.
Where are they located and how does that affect their usage of our product or service?
Location targeting plays a vital part in the set up of your campaign. The nature and location of your business will help you determine what location settings to use in order to reach your potential customers. For example, a real estate agent will most likely set up their campaign to only show ads about real estate in the same city the user will potentially buy real estate. On the other hand, the target audience of online retailers may set up their account to reach audiences in multiple locations since their potential customers are able to purchase products online rather than coming into a specific store. Defining your campaign location will keep you from having to pay for clicks from people unable to use your service or buy your product due to residency.
How will they contact us?
Another important aspect that needs to be considered as you build your campaign is understanding how your potential customers will choose to come in contact with your business. Whether it is entering your physical store or simply filling out a contact form, be sure to highlight and lead them to the information needed to contact your business.
Need help identifying your potential customers? Contact StubGroup for a free evaluation!