The world is changing and causing many marketers to step away from pushing PPC ads to the masses. From social distancing to rallies for police reform and equality, to a damaged economy and – who can forget the murder hornets – 2020 has thrown a lot at business owners and consumers alike.
While this is true, it doesn’t mean you should allow your PPC efforts to disappear altogether. Now is the time to reevaluate what you offer and how it helps others. Once you do this, you can begin to redefine your audience.
You must start thinking about who is worthy to see your ads and what type of audience would benefit most from what you have to offer. While this may sound challenging, there are a few tips that can help.
Determining Who is Worthy
Not everyone looking at your PPC ad is a qualified lead. This means you don’t need to share your ad with everyone.
It’s up to you to figure out who to spend your advertising dollars on.
With all brands having to tighten their marketing belts, now it’s more important than ever before to be more discriminating when determining who you should target.
To do this, you have to identify your ideal customer. This is necessary before trying to create or publish an ad.
Pro Tip: You need to find out who your ideal customer has been/is, rather than who you think it will be next. To do this, carefully scrutinize your conversion data and analytics. If you don’t do this, any additional steps will be pointless.
To eliminate less qualified leads while continuing to feed the top of your funnel, you must rely on audience targeting and audience exclusion.
This includes the direct targeting of certain consumers who fall within specific characteristics. Everyone who meets these criteria will see the ad.
For example, if you are selling a luxury vehicle that has a high price point, you should only show the ad to people who have a household income in the top 10%. This is going to help you make the most of your advertising spend.
You can indirectly target an audience by reducing the ads reach. This is done by excluding or blocking consumers based on specific characteristics.
For example, if you are posting apartment rental ads, it would be smart to exclude homeowners.
Are Your PPC Campaigns Ready for the Future?
We are living in uncertain times. Not just in the marketing realm, but in society as a whole. If you want to ensure your business is successful and that your advertising efforts, including PPC, get the desired results, you must take steps to better target your audience now.
If you are a marketing agency and trying to help your customers achieve their PPC ad goals, you may need outside help. Hiring a company that has experiencing targeting the right customers is key. This will help ensure every marketing dollar is spent wisely and that it goes toward consumers interested in converting.