Have you ever launched a Google ad campaign with perfect messaging and creatives, only to have no one connect with your ads? Perhaps first impressions aren’t so bad. However, the ROAS, conversion rate, and click-through rate (CTR) are all alarmingly low.
You can’t expect your advertising initiatives to be successful if you don’t target the proper demographic. Low conversion rates, or even worse, unqualified leads, will be the only result of your wasted advertising dollars.
So how can you be certain that you’re engaging the appropriate group of people? We’ll go over the fundamentals of Google Ads targeting in this post to assist you in enhancing your campaigns and maximising your outcomes.
How does targeting in Google Ads work?
To limit who sees your ads, Google Ads offers a variety of capabilities for audience and content targeting. You can establish connections with people based on their place of residence, their interests, their purchases, the websites they browse, and other details.
You are not limited to a single targeting option with Google Ads. Instead, you can overlay several targeting settings at the campaign or ad group level to create your ideal audience.
Usually, the only restriction is the kind of campaign you design. Some chances are available through Google ad networks. Others, though, are only accessible through search or display ads.
Display targeting on Google
Display ads often perform best when they are seen by users who fit your ideal consumer profile or who are already interested in your company’s name, goods, or services. You have the following ad targeting choices when you advertise on the Google Display Network (GDN):
- Affinity audiences
- Custom audiences
Search targeting on Google
Search advertising tends to be more effective with individuals who have already interacted with your business or future buyers who are actively searching for what your brand offers. You can choose from the following targeting criteria when you advertise on the Google Search Network:
- In-market audiences as a keyword
- Lists for remarketing
- Tailored audiences
- Targeting the location
By default, Google Ads targets individuals who have a presence or an interest in the region where your account is based. Select a larger region, such as many regions or the entire world, if you wish to increase location targeting. Instead, focus on a smaller area if your company caters to a neighbourhood or you’ve seen that locals make for better clients.
Targeting by demographics
With the use of demographic filters offered by Google Ads, you can target users that fit the profile of your ideal client. You can increase your audience by using display ads to connect with people who fall into the following categories:
- Groups between the ages of 18 and over 65
- Parental status
- Household earnings
You may be even more exact about where your display advertising appears by using placement targeting. You can choose which websites, applications, and videos you wish to display your adverts on.
Keyword targeting is supported by both search and display campaigns, although it operates differently on the two networks. To help Google Ads locate appropriate websites to place your display campaigns on, you can enter phrases relating to your company, your goods, and your services. Google Keyword Planner can be used to generate concepts.
For search campaigns, keyword targeting is crucial; it is not required for display advertisements. Your chosen keywords instruct Google Ads on what search phrases to bid on and when to show your successful ad on the search engine results page. To maximise each ad group, be sure to use the appropriate keyword match types and a list of negative keywords.