The PPC Snobs Blog
Although I’m discussing targeting in the context of PPC, many of the targeting principles that govern PPC can apply to marketing and business development strategy in general. PPC forces us to consider the who, what, where, when, why and how of the audiences the we serve.
These are the biggest levers that we can effective control in our PPC engine to influence how we target the right audiences.
The keyword is the core targeting mechanism of search advertising campaigns. The beautiful thing about search is that our customers are literally typing what they want in a little box. Keywords are great because they tend to explicitly highlight intent.
Two tools that I recommend for keyword research are Google Trends and the keyword planner. I use this to track the popularity and growth of a keyword over time. I also use these tools to brainstorm keyword ideas.
For the last few years in PPC, there’s been a heavy focus on controlling keyword match types, which allow advertisers to effectively limit or expand targeting of search intent. We’re heading towards an era of PPC where millions of signals drive every auction, so rather than limit intent by focusing on specific searches are queries (like using a general rod to fish in a lake), we’re better off expanding the targeting pool and using our tracking to feed more audience signals to our campaigns (like using a specialized net to fish in the ocean).
4 Tips for Keyword Reearch
The Google Find Your Audience Tool also helps you to discover the type of audiences that might be interested in your product or service. Audiences also provide the targeting for several PPC campaign types (Display, Video, and Social), so this research has to be done eventually.
Because we can design our PPC to address our audiences personally, we segment our audiences by interest, demographics, location and intent. Doing this exercise regularly will help us reach new communities and continue to grow our brand.
Lastly, think about all of the stakeholders that we need engage with for our organization to function. Our employees, customers, partners, vendors and communities. We need to be conscious of ALL of the audiences that we influence.
6 Levels of Audience Segmentation
Seek to inform, education and entertain your website visitors. In our experience, minimalist designs usually work best.
6 Tips for Running a Website:
Creative assets are the articles, images, videos that highlight your business, which includes ads. It’s important to develop a variety of these, so test multiple mediums and formats.
Ads on most PPC platforms start with headlines, descriptions, and/or images. The relationship between your ads and your website needs to be symbiotic. Your ads should prepare users for the website experience, and your website experience should address the statements made in your ads.
6 Tips for Developing Creative Assets
Show-off your content on as many channels as you can comfortably manage. There are software tools and virtual assistants who can manage your posting schedule.
3 Thoughts When Promoting Your Content
Value-based bidding is the highest level of smart bidding maturity. Even with lead generation, the projected value of a lead or the actual value of a customer will feed your PPC engine with premium quality data fuel. Record as much conversion data as possible given your sales funnel then let the automation do the rest of the heavy lifting for you.
Conversions should ultimately align with business outcomes: calls, leads, sales, etc. We generally set a target cost per action (tCPA) that makes sense based on our business margins. The issue with tCPA bidding is that it doesn’t leave a big enough bidding window to adjust our CPCs up when the projected value of the lead increases. It also overpays for low value leads.
In easier language: if we’re willing to pay $50 a lead that’s worth $500, we should also be willing to pay $100 for a lead that’s worth $1000. tCPA bidding doesn’t adjust for this. tROAS bidding does.
Target return on ad spend (tROAS) bidding is very common for e-commerce PPC since most e-commerce websites take payment directly and can import revenue. Many e-commerce companies set ROI targets based on their product margins, and what they are willing to pay on a product cost per acquisition or average cart value basis.
For user acquisition campaigns, strive to to bid to lifetime value or average revenue per user. Control for conversion value by adjusting our tROAS bids or down, setting the stage for scalability.
5 Rules for Value Based Bidding
Automate campaign reporting using Data Studio. Learn the difference between clickstream metrics like impressions, clicks, CTR and bounce rate — and ROI driven key performance indicators (KPIs) like conversions, CPA, lifetime value, and return on ad spend.