Today, marketing professionals rely heavily on the powers of online tools like Google Ads, Facebook Ads, PPC, Content Marketing, etc. When it comes to Google Ads, targeting the right audience is necessary; otherwise, you’re blowing most of your budget on showing ads to people who are not as likely to convert into a paying customer for your client.
In the last few years, Google has been gradually increasing the number of targeting options. This gives users more opportunities to target the exact end customer intensely, which they mean to sell to.
Marketers these days are spoiled for choices, and that can be a bad thing sometimes. It means, they can lean towards using the same old traditional targeting methods that they have always been using.
There are many ways to use Google Ads to gain more profit and improve your cost per click ratio. So let’s look at some advanced techniques to help you master the game of Google Ads.
1. Better Use of RLSAs
Remarketing Lists for Search Ads is a feature on Google that allows you to monitor and retarget people who have been on your website or app. Many times what happens is that people will see your Ad, be interested in what they see, then lose interest after a couple of steps.
This list of people is what you call a warm audience. These people are more likely to be interested in the product or service marketed to them. RLSAs can be used in two ways.
- To make bid adjustments on the ad groups for users searching for the keywords you are bidding on.
- Setting up search ad groups that trigger and show ads to users if they’re on your remarketing list and searching for keywords that you bid on.
There are creative tactics that one can employ to make use of this feature even more. For example, you can target your regular customers and spend more than your average order value, whenever they search for any of your competitor brands.
This way, whenever they’re trying to look for an alternative to your brand, regardless of being a loyal customer, they will be faced with your ad and reminded of you again, making it more likely for them to shop from you again.
2. Using Social Audiences and RLSAs in Combination
In many ways, Facebook Ads has the edge over Google Ads because of lots of departments, especially targeting. Unlike Google Adwords, Facebook knows exactly what people like, when their major life events are, who they are related to, the brands they surround themselves with etc.
It is surprising how many people miss out on the combined strength of using search campaigns and social media ads together. The way to do that is by using Facebook to discover new buyers and then targeting them through search ads. This increases the chances of them converting to paying customers.
Facebook is full of potential customers who aren’t actively looking to buy anything, but they make their intent clear regardless by browsing through their topics of interest in their free time. When they decide to purchase something and search for it, there you will be; a familiar brand that they have seen on Facebook before!
3. Using Custom Affinity Audiences
The display network plays a pivotal role in the ad campaign. To get more granular control over it, Google launched the feature Custom Affinity Audiences. The problem with Adword’s regular affinity audiences is that they don’t cover every business’s needs and specifics. With the custom affinity audiences option, you can specify audience interests in a more refined manner.
While formulating display campaigns, you can choose from various demographics to specifically target the right audience. That is what the role of Affinity Audiences is. But even with this variety of demographics, you can sometimes miss out on the detailed targeting required for the most effectiveness out of your budget. This is where you can use Custom Affinity Audiences.
4. RLSAs Combined with In-Market Segments
In-Market audiences are the digital equivalent of people present in a physical store, actively comparing products, thinking about making a purchase. The in-market audience is as low as you get down the funnel as far as un-converted customers are concerned.
Google is smart in a way, where they will let you categorize and target users who are most interested and are more likely to convert. The purchaser’s intent can be easily distinguishable by leveraging real-time data and Google’s strong classification system.
Using RLSA, you can determine the customers who reach the last level of the sales funnel, i.e. adding products to the cart, and then go away. These are the customers who intend to purchase and remarketing to them is most likely to get sales.
The way to do it better is to layer the in-market segments on top of the pre-existing remarketing lists to maintain a high volume of relevance in your targeted marketing.
The digital marketplace is crowded with competition. With more awareness of how easy to understand Google and Facebook Ads, there is more competition than ever. Getting a good ROI on your Ads budget is essential, and increasing the rate of running advertisements can be easily done with more detailed and meticulous targeting. All the tools are right there! It’s just a matter of using them wisely.
**********This blog is compiled by Divyanshu Gupta*********