How to use PPC audience targeting to increase conversions
Quality Pay Per Click advertising involves identifying your audience online. I can’t tell you how many times I’ve seen ads from local businesses coming up out of their target audience location. I guess a Hyundai dealer in Atlanta might sell a Hyundai to someone in Arizona, but I’m sure their target audience is people in Atlanta and surrounding. When setting up a new Google Ads campaign, you need to make sure that all of your filters are in place so that you don’t end up wasting money on clicks or spending more than you have to.
You can have different audiences for each client campaign. For example, a PPC campaign for a fine jewelry client has multiple audiences, people looking for jewelry and those looking to get their jewelry serviced. So separating these groups will result in better click through rates and a lower cost per click because the audience is different. One person is looking to purchase a luxury watch while the other is looking for a place to get his high end watch serviced.
Many fine jewelry retailers often have a very strong eBay business that accounts for most of the business’ online sales. Sure there are fees that you need to pay for each transaction, but like all the other eBay sellers, they are doing it because of the size of the audience they can reach. Having a background of online lead generation it only makes sense to diversify your advertising, so adding a paid search campaign to reach an even larger audience would be an great advertising source that will pay good dividends.
Find your right audience using paid search advertising also means setting up state or country filters so you’re not getting clicks outside of your area of interest. Paid advertising is effective but the last thing you want to do is burn through your budget with unqualified clicks and the best way to achieve that is through proper setup.
As more and more people make purchases online, traditional brick and mortar businesses with products that can be sold and easily shipped anywhere in the world, are businesses that are perfect for the power of Google Pay Per Click advertising.
Ask yourself these questions:
- Is what I’m selling proven and in high demand?
- Does it make sense to have customers nationwide?
- Is each transaction worth the cost of the advertising?
- Can I support more new sales?
- Do I have a quality website?
If you answered ‘yes’ to at least 3 of these questions, a quality Pay Per Click advertising campaign should be a part of your advertising. Simply put, you can find your target audience anywhere in the world and make money 24/7. As a business owner, what more could you ask for?
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