Not Getting conversions from your PPC Ads!! Review your Audience Targeting Now!
Audience Exclusions – The Untapped Feature
Do you know, what is targeting in Google Ad?
More specific, Audience Targeting?
Let’s Dive deeper, Audience Inclusion?
No doubt, with all these above settings in Google Ad, you are targeting your Ad well so that your Ad will show to your right Audience to improve the ROI of your Marketing campaign.
But, Are you excluding your Audience also so that your Ad will show specifically to the Right Audience with Laser precision?
Audience Exclusion – The Game changer!!!
Audience Exclusion plays a vital role in running performance-based advertisement.
If you are running a google Ad and In your Ad campaign, Keywords are broad match type and you have not set your Audience Exclusion, then your Ad will show to several users on google search result – they may be your specific related profitable users or may be unrelated and unprofitable users for your business.
No doubt, there’s lot of potential when you target your Ad with Broad Match Type Keywords.
For Example:
If you run your Ad Campaign: women hat
Keyword: best women hat
Keyword Match Type: Broad Match Type
your ads will show for: best women hat, women hat best, best women hat to buy, men hat, hat for children, best men hat, etc.
So, here you can see, your ads will show regardless of what the prospect intends to do and thus you also get the irrelevant clicks on your Ad.
Similarly, If you run your Ad without Audience Exclusion setting , you will get potential users on your Ad and as a result, irrelevant clicks on your Ad.
Irrelevant Clicks will cost you and hurt your Campaign hard. Manage your Campaign costs by reviewing your audience exclusions from time to time.
First Scenario:
A typical scenario where you have applied Broad Match Type Keywords with Audience Inclusion to your Campaign.
Impact : Your advertisement will interact with very less number of Target users. With narrow interactions, Lower impressions follow. Clicks will further dip and your conversions will plummet. And with Broad Match type keywords, it invites unwanted queries which in turn decrease the quality of your Ad.
Second Scenario:
It is always better to exclude only the irrelevant audience and the rest are your relevant ones.
In this Scenario, we have applied Broad Match type keywords with Audience Exclusion so that your Ad will have higher potential and at the same time, will show to right people. With this, add some Negative Keywords which is not appropriate for your Ad, thus you able to prevent your Ad from being triggered by certain unwanted queries.
For the above example, Ad Campaign: women hat
Negative Keywords would be : men, children, baby ,etc.
Impact : Your advertisement will interact with widest audience filtered with negative keywords and exclusion of inapplicable users. With wider Interactions higher impressions will follow, thereby resulting in higher probabilities of great Conversions.
Conclusion:
The time is now for Tactical Strategies to be implemented. Find your best Mix and keep testing your strategies to identify the best one. In my Experience, I have seen a tremendous 45 % increment in performance(impressions) of advertisement after performing appropriate optimization In Google Ad.
Quick Tips:
- Find the best fit strategy for your Business.
- Select specific keywords with proper match type that are relevant to your offerings.
- Keep Monitoring your campaign and search query.
- Reach only those Audiences that are relevant to your business.
- Audience segmentation should be proper.
- Keep optimizing your daily budget.
Stay Tuned for more Learning!
Blog disclaimer: This is a professional weblog, and we have invited experts to share their thoughts, expertise , perspectives and knowledge. The opinions expressed here are purely representing their personal views and not those of any institution, employer or company.
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