In order to improve the ROI of your SEM accounts, it is essential to know kenya phone number data the different strategies that you can apply by implementing audiences, so below we explain a series of tactics that you may not have known about:
1 1. Relative audiences to boost brand recognition
2 2. Purchase intent audiences for users ready to convert
3 3. Campaign with audiences under observation or segmentation according to your objectives
4 4. Remarketing campaigns in segmentation mode
5 5. Custom Audiences on Display and Video
6 6. Reach your buyer persona profile
7. Bid adjustments based on business and performance logic
8 In short…
1. Relative audiences to boost brand recognition
Every good marketing strategy must have different objectives that cover all the stages that a user goes through, from recognizing their need to buy to the final sale; the famous stages of the sales funnel . Google Ads is no different from other marketing channels and it is also convenient to structure your campaigns according to the stage of the funnel you want to reach.
Although many companies want to achieve conversions directly, the reality is that a user usually takes longer to trust you before purchasing what you offer (especially if it is expensive). Therefore, it is advisable to first create brand awareness campaigns and make your company known. To do this, we can use affinity audiences related to your business, since they are lists that include users who, based on their browsing history, have similar interests to what you offer.
For example, if you are a travel agency, it would be relevant to create a campaign with the related audiences of “Travel enthusiasts”, “Beach travelers”, “Family travelers”, “Luxury travelers”, etc. These lists do not include users who want to travel at the moment, but rather those who like the travel theme; therefore, for a travel agency, it is interesting to let them know about your business, advance them through the sales funnel, and thus, when they want to travel, they will take it into account.
examples of google ads audiences
2. Purchase intent audiences for users ready to convert
On the other side of the coin, we have purchase intent audiences, which are lists of users who are actively looking to purchase a specific type of product or service . Therefore, it is convenient to use these audiences in your conversion-focused campaign as it helps to segment the reach, get more qualified clicks and reduce costs.
For example, let’s say your business sells TVs; there is a purchase intent audience called “TVs” that brings together users who, based on their browsing habits, have been identified as trying to buy a TV. Therefore, you can very efficiently segment the reach and contribute to higher conversion rates, since we will be showing the ad to someone who wants to convert.
