Globally the service and the business industry in today’s time is totally customer oriented, and customers are the king of global markets, every business and service industry try to understand the needs of the customers and are giving or producing the goods as customers choices and requirements. Whether the business has a web presence or physical presence customers/audiences play a big role in shaping the future of the market, hence the term audience targeting. Let’s first understand what it is.
What is Audience Targeting
The definition of audience targeting is precisely what the name suggests: It’s the practice of using collected and analyzed data to divide the costumers by demographics or interests in order to pursue the right customer on the right device at the right time.
Advertisers have to think about who they have created the product for. Advertisers also have to think about where their audience lives and their needs. Knowing the target audience helps advertisers reach them and appeal to them.
Why do we need audience targeting?
Audience targeting helps in campaigning by being accurate in choosing who sees your ads. Before starting any marketing campaign, the business needs to understand the basic background of the customers they are aiming for, hence demographic information is essential. This helps them to decide on a fundamental level how to communicate and convince them effectively whom they have identified as the target audience.
Why have a target audience?
Defining a target audience is a business best practice. To develop effective marketing communication strategies identifying a target market helps your company. A target market is a group of people living in an area who are having similar requirements that your company hopes to serve. This group of individuals is generally the end users who are most likely going to purchase your product. If you are good at aiming you hit the bull’s eye, that’s best!
Types of target audience
There is a lot of attributes that can be used in finding the right audience. As we mention – age, income, education, gender, interests, or geographic location are just a few examples.
What is Google audience?
Google has many features which help in the growth of a business, finding an audience feature is also one of them. Using this feature, Google allows us to target our potential customers and our target markets better.
In the display campaign of Google Ads an audience is a means of segmenting or targeting your campaigns. Google Ads Editor is a tool wherein you can download, view, and assign existing audiences. Depending on your campaign type, you can target remarketing lists, custom combination lists, life events, and interest categories.
In Google Ads choosing audiences is a way by which you can segment or target your display campaigns. There are either of two options:
- Target all audiences: In this option, you can focus on all audiences but can adjust bids for different audience types.
- Target only specific audiences: In this option, you choose only a segment of audiences according to the type of audiences and exclude others.
What Are the Types of Audience We Can Target?
The options available to include the actual “audiences” or segmentation are:
- Specific Interests – You can campaign your product by considering a customer specific interest and hobbies, by taking into account what kind of pages a user visits and what’s the frequency like recently visited or long time back or once in a while type. Associate theirbrowser with relevant interest categories.By using this information on categories, show relevant ads to the people who are most likely to be the end user of your products or services. An added advantage is that you can reach them across all types of sites in the Google Display Network in addition to relevant websites. For example, if it is a sports product target the customers who surf about that sport and looking out for things related to it.
- Demographic Targeting – Demographic targeting in Google Ads means that, a potential set of customers who are likely to be within a specific gender, age range, parental status, or household income.
- Topics: Topic targeting in google audiences allows your ads to appear on any pages on the Google Display Network that have related content to the selectedtopics. Content keeps changing across the Web so the pages on which your ads appear can change with it.
- Keywords: You choose the keywords which you think are relevant for the campaign, add them and google with find related partner websites and show your ad banner there.
- Placements: Choose websites which you think are relevant and where you want your ads to appear. Copy all the URL’s and paste. Your banner will directly appear in all the selected websites.
- Remarketing Lists – A site visitors who have visited a specific page on the website but have not seen another like, seen a landing page but not a thank you page, etc. comes in remarketing list. In the Audience manager, there is a section known as the audience list where you can create and manage your remarketing lists. Once you’ve set up an Audience source, you can remarket to an audience list you’ve created or to a list that Google Ads created for you.
These, are all the available choices one has in choosing and targeting the audiences, the right decisions lead to the success of any campaign, determine the type of targeting you want to do within your Google Ads networks settings when you designate your campaign as having a broad or specific reach. Try mix and match things like keyword targeting, remarketing lists, placement targeting, and interest types to create highly relevant and tightly themed display campaigns.