Achieving digital success can sometimes seem like a wild goose chase. You might be competing with companies with deep pockets and elaborate budgets that might be causing you to pay more per click.
And the trends of the digital world are ever expanding and changing. But don’t worry, we got your back! Let’s focus on whether you’re better off targeting keywords or your audience or perhaps a more nuanced approach.
Keyword Targeting
Keyword targeting is about attracting customers who know exactly what they want and are probably more ready to make a purchase. Their intent is clear and mostly align with your product or service.
For eg: when a client searches for ‘Beauty Spa’, google understands the intent of the search and throws several ad copies related to it.
“Get Summer Ready with Lotus Beauty Spa. Contact us today.”
“50% Off On your Summer Spa Experience. Book an appointment today.”
Keyword targeting accurately reacts with the user intent and displays a suitable ad.
Audience Targeting
However, audience targeting is about attracting a particular character persona – a sequence of data based on things such as age, gender, wage, location, interests, etc – that suits or aligns with your business objectives.
Who could be my audience, you wonder?
Remarketing List
The most popular group in the marketer’s circle is a list of users who had visited your website but didn’t exactly make a desirable action. So, a small nudge is what’s needed in this case. We call this list of audiences, the remarketing list.
In-Market Audience
Then there are users who are actively researching the product/service that you offer. We call them the in-market audience.
Affinity Audience
Or people who match the persona for which you sell your service/product to. For eg: Urban women (women who can splurge a little and care about their appearance), probably in their 20’s or 30’s might be an appropriate persona for your Beauty Spa. We call them the affinity audience.
We can curate more such lists based on detailed demographics such as their location, age, profession, hobbies etc.
Ellington’s Advice
Don’t worry, Google Ads sheds light on all kinds of audiences that visit your website. We at Ellington Tech, offer high conversion rates for your ads because we make it our business to know your audience.
Now, did I say there was a more nuanced approach? Our in-house marketing experts believe in a layered approach. We combine your audience list and slather keyword targeting on top of that to achieve an effective, in fact lower cost per click.
Studies suggest that well-chosen keywords can increase CTR by up to 30% ([Source: WordStream]) and audience targeting can improve conversion rates by up to 5x for high-intent audiences ([Source: HubSpot Blog]). Layering these can lead to a significant increase in both metrics, as you’re targeting users who are both searching for relevant terms and are more likely to be interested in your offering.
Let’s nail this point home with an example. Imagine, you’re bidding for keywords like ‘Beauty Spa’. You’re technically competing unnecessarily with giant spas, probably not even from your locality, who can easily out bid you and raise the cost per click of your ad. But with a little help from the curated audience list of people interested within your locality (say, within 20 miles of your clinic), you can achieve better results at lower costs.
At Ellington Tech, we got several such tricks up our sleeve. Our in-house experts can guide your way into digital glory. Sign up with us today for a 30-minute free consultation.
