If you’ve been running your business for a while, chances are that through your marketing efforts, you’ll have a good understanding of who your customers are. But did you know that you could use that data to create powerful and effective PPC ads which could drive up your conversion rate?
A lot of the time, marketers will create adverts based on research into ‘industry best practice’ as opposed to customer insights. With advertising channels such as AdWords, however, there are plenty of sophisticated targeting options which can help you speak directly to your core audience.
Targeted ads with user-submitted data
Google have an ever-expanding range of options that help to target ads to the right audience. The search engine giant has information on its logged in users such as their gender, what devices they use and their location. The same can be said for multiple social media platforms including Facebook, Instagram, Twitter and LinkedIn. That data can be used to create targeted ads which can be designed with your customers in mind. If, for example, you are a holiday company and know you have plenty of male customers between the ages of 18 to 35 who love exploring, PPC can help you market specifically to them extremely effectively.
Targeted ads based on need
Another way you can use your customer insight to your advantage with PPC is by anticipating the keywords as well as the search terms your potential customers are likely to use when they’re looking for products or services such as the ones you provide. PPC will then enable you to appeal to them by showing ads based on these.
Of course, the greater amount you know about your customers, the more scope you have to ensure all of your PPC ads are shown to the right kind of people who are highly likely to go forward with a purchase. This means that you’ll have more data, which can prevent you from targeting the wrong people.
If, for example, you have data that tells you some of your best buyers are busy commuters located in the South West of England, you can create geo-targeted ads that are purely focused on mobile devices. When it comes to PPC, there really is no shortage of options that will help you target your customers. Video game fans, for example, can be targeted across gaming channels on YouTube.
Compelling content
Targeting is just the first part of the journey. Once you’ve put your PPC ads in front of the right people, there are additional challenges in making sure your content is compelling and manages to convert your target audience. Not only that, but it has to support the overall customer journey on your site so that users will know that the ad has led them to the right place once they click on it.
For advice on how to effectively use your customer insight with an engaging and successful PPC campaign, talk to DPOM today. We’ll be more than happy to assist you with any questions you may have.
