Chapter 4: How to Understand Your Audience for a Laser-Targeted PPC Strategy

 

Everything You Need to Consider When Embarking on a PPC Campaign

Chapter 4: How to Understand Your Audience for a Laser-Targeted PPC Strategy

 

Everything You Need to Consider When Embarking on a PPC Campaign

Audience

 

Before we can create our campaign we must clearly understand our target audience. This will help us develop the campaign structure and inform the way you create the campaign.

 

To understand our audience we can ask the following questions:

Who?

Who are your customers? Better still, who are your ideal customers? If you have worked on a digital marketing plan then you have hopefully detailed your customers and ideal customers. You have explored their wants and needs in marketing personas. Job, sex, age, marital status and whether they are parents are all useful demographics for our dentist example.

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What?

You need to know what your audience is looking for and what they are interested in. For a search campaign, this is going to include a look at the keywords that your prospects will search with. I would always look at this through the entire buying cycle where it makes sense to do so.

Where?

Ask where your audience is located. Paid search platforms like Google AdWords offer laser-targeted geographical targeting so take some time to identify where your customers are. Also, consider where your ideal customers are. If you target the whole of the UK but believe your best customers are in London you could bid more across London postcodes.

 

For our dentist, we may target users who live or work near the surgery. Considering demographics and location allows us to conceptualise campaigns where we target single professionals who work near the surgery and married families who live near the surgery.

Why?

The key to successful advertising is truly understanding the wants and needs of your customers, so you need to ask why would your customers want what you have to offer? With simple customer profiling and an understanding of the marketplace, you can more carefully craft and communicate your USPs. Let the customers’ whys inform the creative of your campaign so you are serving a very real need or interest.

When?

When are your customers online and how do they behave? Is the user searching for information or simply browsing the web? This distinction is critical in determining when in the buying cycle you advertise a product that someone is not yet aware they want or need and is somewhat different to how you tap into a specific and instant requirement. In practice, most users will extensively research a product or service in 2017 and beyond.

Taking our dentist as an example, we can break the keywords down into four main categories: problem, research, compare and buy.

Problem – Toothache, bleeding gums (etc)

Research – Dentist, dentist Sutton Coldfield (home), dentist Birmingham (work)

Compare – Dentist reviews, [brand] dentist, reviews, [brand] dentist prices, [brand] dentist opening hours, dentist availability calendar

Buy – [Brand] dentist book online

Websites – http://www.example.co.uk/toothache, http://www.example2.com/bleeding-gums/

For a display (banner) campaign we will want to see what websites the user visits and where we could potentially show banner adverts. Google provides a range of targeting options, one of which is specific placements, so keep an eye out for sites that are highly returned for the keywords you are looking to advertise around and make a note of these.

Joining the Dots

 

With five basic questions in place let us imagine an individual with an awful toothache. They search for ‘toothache’ and find a page detailing some short-term solutions. This page shows banner adverts and you show your banner on there for 24/7 emergency dentistry. They click the ad, call the number, and you have a lead.

 

This catches the user right in the moment as they research their problem and certainly before they go back to the search engine and conduct a search (and click on one of your far more expensive search adverts).

 

Speculative advertising for a dentist’s surgery could be a tough job. However, if you are trying to sell a new model of mountain bike or promote an event where people can test ride bikes to people reading mountain bike reviews, you will likely have more success.

 

The trick here is to understand the audience and build a campaign around their wants and needs.

Persona Template

 

Filling out the following basic fields (where relevant) will help you get a handle on who your customers are and better identify opportunities to target them with search and display adverts.

Persona Template

 

Filling out the following basic fields (where relevant) will help you get a handle on who your customers are and better identify opportunities to target them with search and display adverts.

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