You can’t feasibly run a successful Google ad campaign if you’re unsure of your target audience. In short, your target audience is everything. They are the demographic of people that are most likely to interact with your ads and continue the path down your sales funnel.
Without your target audience, your business would cease to exist. As matter-of-fact as that might seem, defining your exact target audience to accomplish your Google Ads goals may turn out to be a bit more complicated than you anticipated.
It’s Impossible to Appeal to Everyone
One of the biggest mistakes that emerging website owners and digital marketers make is trying to appeal to everyone. You have to aim correctly to make a hit, and assuming the world is your demographic won’t get the job done.
Most businesses go through the process of defining and redefining their targeted demographic more than once. You’ll find that most business owners with an online presence prefer to have a variety of landing pages, each one linked to an ad that targets a particular audience.
Keep in mind; this is not to trick consumers. You’ll never want to target an audience with an ad that doesn’t pertain to what you offer to get them to your website.
Instead, various products and services might suit one demographic more than another. In this case, it’s okay to target your ads differently, to bring in the audience that best fits the product. Here are seven ways to define these audiences.
Establish Your Current Customer Base
When you set out to define your customer base, you’ll want to start by thinking about the people that currently purchase from you. Ask yourself (or look at your website data) and find the patterns that show when they buy, what they buy, and where they live.
The customers that currently bring in the most business for your website as it is are part of your target audience. You can build your ad campaign heavily based on this information because people just like them are likely to benefit from what you’ve got to offer.
Be Aware of Your Competition
Unless you’re in the very early stages of forming your business, you should have gone through the process of establishing and examining your competition by now. We can learn so much from those that are in the same business niche as we are.
You can quickly draw demographic related conclusions from their ad campaigns, their social media posts, and the audience that interacts with them regularly. Chances are, you have the same audience as your competitors, so take notes!
Examine Your Product or Services
If you’re trying to nail down a target audience, then you have to take a very close look at your product. Take the time to write out lists of every single feature for each individual product or service you offer. List the benefits of each product, and then more detailed by listing the advantages of those benefits.
For example, if you’re a copywriter offering flawless, targeted sales copy, your product would benefit your customer because they do not have to write the copy themselves, and well-written ad campaigns result in more conversions. Basically, you’ve got to know who out there needs your product.
Zero in on Specific Demographics
Figuring out your targeted audience means not only locating those that need your service but also isolating those who are most likely to purchase it. Again, you can drum up some of this information from your competitors, while considering the following:
● Education and income level
● Marital status
The isolated demographics could differ depending on which of your products you’re advertising. The Google Ad platform is always more than happy to oblige articulately defined audiences that fit the objective of your campaign.
Typically, demographics are very vague, citing the ethnic background and age of a potential client. However, take the time to focus in on the personal characteristics of those that need your product to make their lives easier.
You might want to consider personality, lifestyle, attitude, values, and interests when you think of your audience. So often, your audience is a lot like you. Consider when they’ll use the product and what features they will find appealing.
Assess Your Target Demographic Decision
If you’ve decided on a target audience, regroup, and ask yourself a few questions before launching your Google Ad campaign. Are there enough people in your desired demographic, and will they benefit from your service?
Make sure you understand what drives them to make purchase decisions, and whether they are accessible enough for your reach and if purchasing your service makes financial sense to them.
Avoid Getting Too Specific
Remember, you don’t want to break down your target audience too far. Sixty people in your niche probably won’t do too much for the success of your services.
Consider having more than one niche, and if you find that you should be marketing your message differently in each of them, then you’re on the right track. Two niches that succeed with the same ad campaign are the same niche, and a sign you’ve broken your audience down too far.
Defining Your Market is the Hardest Part
Honestly, the most challenging part of establishing any ad campaign or marketing strategy is figuring out who might be in your target audience. It would help if you left such things to professionals, but it never hurts to go after the information yourself.
There is plenty of online research available regarding almost any demographic you can think of, including digital magazine articles and blog posts that discuss the topic thoroughly. Google offers an incredibly wide variety of audience types, but it’s up to you to decide which of those you can tailor to best fit your Google Ad needs.
The process we’ve discussed here will aid you when it comes to making Google Ad decisions. No matter what the objective of your campaign, you’re sure to find the perfect audience for you, as long as you put in the footwork.