13 March 2018
Audience targeting options are continuously evolving across search and social platforms. To target the right AdWords audience, you can now make use of custom affinity audiences, similar audiences, in-market audiences, remarketing lists, and many more.
PPC Audience Targeting Tip 1: Using Custom Affinity Audiences
Custom affinity audience targeting works best to target audiences which you can precisely define. It involves creating your own audiences based on their interests, in the Google display network. This can be done using targeted keywords/URLs.
Results are measured using Brand Lift reporting.
PPC Audience Targeting Tip 2: Similar Audience Targeting
Similar audience targeting is another effective targeting methodology. Essentially, it targets an audience with similar characteristics and interests as an earlier audience.
You can find similar audience targeting on both Google and Facebook. Google named it Similar Audiences and Facebook calls it Lookalike Audiences.
PPC Audience Targeting Tip 3: Targeting In-market Audiences
In-market audience targeting is specific and gives better marketing results, since the targeted prospects are actively looking for your vehicles and services.
In-market audiences consists of prospects who have been searching for your vehicles or services from the last 7 to 14 days.
PPC Audience Targeting Tip 4: Make use of Remarketing Lists for Search Ads (RLSA)
Remarketing lists for search ads is also based on the behavior of previous website visitors who fit into your bids and targeting preferences, as well as those who are searching for your competitors on Google.
RLSA is a cost-optimized way to save on your budget, since the money is only spent on potential customers who are likely to convert.
If you use re-marketing lists then you can offer competitive discounts to prospects who are about to buy, and dissuade them from shifting to your competitors.
PPC Audience Targeting Tip 5: Combine RLSA with Social Audiences
Instead of running social media ads alone, it is a good idea to combine them with Remarketing Lists for Search Ads (RLSA). Usually, this combination delivers better results than stand-alone campaigns.
Facebook has more than 1.5 billion monthly users and audience targeting is quite effective. The granularity in targeting allows you to filter your audience based on what your audiences like, follow, and show interest in from their in-depth personal data.
To combine RLSA with Social Audiences, create a Facebook campaign, populate the targeted audience, and create a search campaign on AdWords. These Google ads should only include highly-targeted keywords from your Facebook campaigns.
For more information on targeting automotive AdWords audiences, Contact Us.