iwc blog #3 - PPC advertising

Reach Your Target Audience with PPC Advertising

No matter what type of business you own and operate, there’s nothing more important than knowing your audience. Without knowing your audience, you can’t effectively put together PPC marketing campaigns or any other successful marketing campaign. You have to be able to relate to your target audience to attract new customers and retain existing customers.

PPC marketing is one of the most common strategies business owners use. It’s designed to drive traffic to a website and each time a visitor clicks on an advertisement, you get charged for it. One thing to understand about pay per click advertising is the cost to your business can rise and fall based on several factors, so you’ll need to research them all to ensure you’re making the right decision. We’ve compiled important information for you to understand about the best PPC marketing strategies and how they work.

First-Party vs. Third-Party Data

An essential component of effective audience targeting is collecting data about them. This can be broken down into first-party data versus third-party data. With first-party data, you can collect information about your website visitors via cookies. This helps you see what a particular customer’s behaviors and interests are so you can direct your PPC marketing campaign toward them. 

Collecting third-party data entails gathering data from a source outside of your website. While this information can be useful, you’ll need to spend a little time filtering out some information since it likely won’t be all useful. So while both forms of data are different, they are also both necessary to create the best PPC ad possible. 

How Can You Benefit From PPC Marketing And Audience Targeting?

No matter how much time and thought you put into an advertisement, it won’t be successful unless you target your audience. You can make your PPC marketing campaign much more effective with audience targeting, and some of the benefits include:

  • Attracting new potential customers
  • Retaining existing customers
  • Spending less time, while maximizing resources
  • Optimizing your website’s sales funnel

Every PPC marketing campaign should have a specific budget and a list of achievable goals. When you use first-party and third-party data to get a better understanding of your audience, you can make the most of every dollar spent on your pay per click advertising campaign. One of the overall goals of any campaign is to help customers navigate through your sales funnel with ease, and that’s one of the top benefits of focusing on PPC marketing and audience targeting.

What Do Audience Exclusions Mean?

When you’ve collected enough data to understand your target audience more, you can move towards narrowing down the large group into smaller groups for more specific advertising. This is referred to as audience exclusions. Not everyone in your general targeted audience will have the same interests. So by incorporating audience exclusions, you can create various PPC marketing campaigns designed for each of the smaller groups you’ve identified. By doing so, you can earn more high-quality leads, stretch your advertising budget more, boost conversions, and make your audience feel like you have their best interests in mind.

In-Market Audiences Help Drive Conversions

In-market audiences use real-time data to drive conversions. When a consumer is actively comparing products or gathering information, you can make your advertisement visible at that moment so they will be more likely to click on it. Timing is critical with this strategy, so using real-time data to your advantage can be the difference between making or losing a sale. And you never know when that single sale could turn into a repeat customer for years to come.

Objectives Of Any PPC Marketing Campaign

Every PPC marketing campaign you develop should have clear objectives so you can measure the results. Some of the things you should evaluate closely include the number of clicks any given advertisement gets, what the conversion rate is, and how effectively your sales funnel is working. Sometimes your target audience could reduce in size, but it’s not always a bad thing if your engagement is rising at the same time. This example could be an indicator that your return-on-investment is increasing and you’re learning more about your audience as well. Both aspects should make you feel optimistic about your future PPC marketing campaigns.

Create Your Winning PPC Marketing Strategy Today

PPC marketing gets a lot of attention today for plenty of good reasons. However, you can’t simply expect to put up an advertisement for your product or service and get instant results. A lot of research and data collection should occur first so you have the right information to develop a winning PPC marketing strategy. There’s a lot of dirty work involved with the best PPC campaign, but the results are worth it in the end.

At iwebcontent, we understand business owners don’t often have the time or resources to develop the most effective PPC marketing campaigns possible. We are here to help take the burden off of your shoulders so you can focus on creating the best products possible and providing stellar customer service. Our experts know how to identify your target audience and will develop a PPC marketing strategy to help you win now and in the future. Be sure to contact us to speak with one of our experts and learn more about how we can help your company thrive.

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