PPC marketing can be one of the most effective tools in your marketing kit. In order to use it to maximum effect, however, you need to be able to employ the power provided by Google’s amazing system.
Integral to success in this media channel is how precisely you can target the ads to your desired audience, using Google’s criteria. Here is a breakdown.
For a more complete explanation of this entire concept, see our article “Are keywords a thing of the past? Actually, yes.” However, in brief, we can use Google’s powerful language targeting system to reach people who, although they may type it in in a variety of ways, are looking for the product or service you provide.
And it only gets better over time. As the data shows us what people are looking for and how they are actually thinking about it, we can continue to refine the approach to more and more efficiently reach the right potential customers.
But that’s just the beginning. Based not only on the historical experience of the business itself, but also on the data that is continually coming in through Google’s system, we can improve the campaign’s performance over time.
And it’s not just a simple matter of picking a few areas. We can use ZIP Codes, city, county, and state names, distance from certain points, and other methods to target the areas most likely to perform well.
Of course the ability to present different messaging to different age groups is paramount. What motivates people at one stage in life, is often completely different from what speaks to them at another period.
And like many other criteria, the way different age groups react can be quite different from the way you expected them to. On our end, we always let the data make the decisions.
Of course similar to the way companies perceive the age of their ideal customers, they are often taken by surprise when presented with the actual data of how different genders react to their messaging. Either way, it’s always good information to have.
Any business trying to reach a certain financial segment will find this feature amazingly effective. (NOTE: we have been asked more than once how Google has this information. Like many things in today’s complex world, there is no simple answer. Working from a variety of disparate information sources, Google is able to assemble an overall picture of each of their users.)
Recent Search History
One of the newer features rolled out by Google, this is potentially one of the most powerful. It’s part of the “interest-based” marketing strategy that lets you speak to people in certain spheres. It’s obvious why this would be useful.
For example, a common trend we have seen is that while many will do research on their cell phones, they will wait until they have access to a computer with a full screen in order to make more detailed transactions, like purchases.
With this in mind, you can more effectively design your website to take advantage of how users operate it. The more you can tailor your site to benefit the user, the more successful you will be in encouraging them to take the kinds of actions you would like them to.
Time of Day / Day of Week
As with many of the other tools provided to you by Google Ads, Time of Day and Day of Week scheduling often defies the power of logic. And thus, it works against the intuition with which you would like to control your ad campaign.
However, should you be willing to start with some basic guidelines, and then carefully track the data to refine your scheduling, you will begin to appreciate the subtlety of this approach.
NOTE: If you try to “understand” why certain times of day and days of week work more effectively than others, you may drive yourself crazy! The important thing is that it works. Trust the data, and you won’t be sorry.
Wrapping it all up
While each of these techniques is effective on its own, the ability to combine all of them together into a functional whole is what makes a good campaign great.
If doing that seems overwhelming, that is for good reason, as it is incredibly complex. Being able to integrate these to work most effectively together — as well as being able to analyze the data to continually improve the strategy — is what you can expect from an experienced PPC marketing company.