How to Use Audience Insights for Better PPC Targeting

Typical audience insights includes age, average income, location, gender, and interests. The more insights you have the better, ensuring you choose the right targeting to achieve success. With audience targeting you are expected to know and understand your buyer's journey, what they are looking for, along with their preferences, ensuring that you target them in an effective manner.

How Does Targeting Work?

Targeting has two main elements when it comes to data. First party data includes what you capture about your customers interests and behaviours. This is collected using cookies from websites. Third party data, on the other hand, is insights you obtain from other sources. Both can be used to segment your audience based on your goals and their demographics. You need both forms to create a winning PPC campaign. 

Benefits of Audience Insights for Improved PPC Targeting

When you publish adverts without taking your audience into consideration, you are simply going to throw money away. You need high quality leads to improve your return on investment, which requires thorough analytics. The benefits of audience insights in your PPC targeting, includes:

Save Time and Resources

When you focus on specific groups, you are able to save yourself time and resources. It also helps to strengthen your long-term strategies, focusing your adverts to ensure every impression counts and boosts conversions.

Optimising the Sales Funnel

When it comes to sales funnels, you want to do what you can to turn the click into a desired action. 

Increased Customer Retention

You probably know the value of a repeat customers and how they are more important than securing new, once-off customers. With the right audience insights, you are able to target your PPC campaigns to boost brand loyalty and customer retention. Insights help you identify what your audiences needs, helping yo provide them with exactly what they are looking for at the exact right time.

How to Target the Right Audience?

Audience targeting can take time, relying on valuable audience insights you collect through comprehensive research and analysis. The main methods to consider includes:

• Audience exclusions – remove certain audiences to create a smaller targeted group that are relevant to your adverts, reaching high quality leads an boosting conversions
• In-Market Audiences – Connect with an audience already research or comparing products and services you provide, taking advantage of real time data and ensuring your adverts appear at the right moment
• Customer Match – you can use your data to reach and re-engage with your audience, targeting your ads to an audience that will see benefit in your advertising
• Re-Marketing – advertise to those that have already engaged with your website or brand in the past, ensuring you remain in the forefront of their mind when they need products or services you provide

Conclusion

A successful PPC campaign involves specific targeting to boost conversions. Of course, audience targeting is only one of the many options that can improve the performance of your online advertising efforts. Get in touch with the Genie Crawl team today if you need help developing a winning PPC campaign.