Powered by Google Ads or Bing Ads, advertising campaigns now need more than keyword targeting to achieve the best performance. In recent months, audience-focused targeting strategies have been gaining ground. However, how do you navigate between all the options available on Google Ads and replicable on Bing Ads? JVWEB provides you today with three ideas for creating the most relevant targeting for your sponsored link campaigns.
Target Your Audience According To The Purchasing Journey
Are you attracting traffic to your website, but the conversions still need to be there? It may be time to understand the user journey of your visitors better to diagnose the strengths and weaknesses of the conversion funnel. A true reflection of your customers, the purchasing journey must be understood to target your audience as accurately as possible.
Go to Google Analytics to collect the information necessary to understand the user journey. First point: analyze “conversion time”, i.e. the average time elapsed between the first visit and the finalization of the purchase. Data that varies significantly from one market to another and which directly impacts your remarketing strategy.
Buying cycle analysis goes beyond the number of visits per page. In particular, UTM parameters allow you to collect more precise information on the existing audiences. Also, remember to consult the “best conversion paths” under Google Analytics. They will help you map the most successful purchasing journeys.
With this data in hand, focus on the different phases of the conversion funnel to segment your target audiences and adapt your actions. From there, adjust your audiences and your tools to meet the expectations of each target group best. The audience to be educated has, for example, more information than the one who is ready to convert and is looking for the best deal.
At the same time, adjust your bidding strategies by objective. Instead, aim for impressions in the awareness and CPA phase for a conversion objective.
Segment Your Target Audiences By Demographics
No big strategic revelation here, but a proven approach! It is wise for us to return to this fundamental of marketing targeting. Available via Google Ads for Search, video or Google Shopping, targeting by demographic data allows you to create audience groups that perfectly match your buyer personas.
To do this, you can select your audience according to:
- their level of study: currently a student, graduated population by segment
- his romantic status: single, married, in a relationship
- their family status: young parent, young child, teenager, etc.
- their land status: tenant or owner
- its use: currently being tested
Criteria rich enough to create targeting combinations adjusted to marketing objectives. Once your audience groups have been formed, it is strongly recommended to review your ads to be as close as possible to the expectations of your target. If you want to attract first-time buyers for a new construction program, it would be in your best interest to specify this in the wording of your ad to boost engagement.
On Bing Ads, demographic targeting is also available, but less precise than Google Ads. You can, however, thanks to the coupling with LinkedIn, target your audience by age, gender, profession, company and sector of activity. The volumes are certainly lower, but the performance is there due to the targeting quality. A path to explore without delay!
Regulate Targeting Audience Overlays
Proposing relevant targeting is, above all, about hitting the mark! Also, it is often interesting to look at your contradictions… Many advertisers wish, for example, to only communicate in the direction of a particular profile but still bid on very generic keywords… A paradoxical strategy that can end up being expensive!
We recommend aligning your targeting by keyword and audience before considerably reducing the cost of your campaigns and thus achieving better performance. The correct option: avoid overlapping audiences by relying either on exclusions or combinations of targeting. The secret is to understand your users to meet them better!
Also Read: Bing Ads: The New Alternative To Google Ads?