Identifying Your Business Goals and Target Audience
Now that we know why PPC should be included in your marketing plan, let’s identify your business goals and target audience so we can pick the best advertising platform to suit your business’ needs. You may have completed a similar task before, but if you haven’t, spending some time focusing on the basics can help you make the most out of PPC.
Let’s start with your business goals. What do you want to gain from your PPC strategy? Here’s some examples:
● To get more leads via your website
● To increase ecommerce sales
● To create a brand awareness campaign
● To get more customers within a particular location
Jot down as many of your business goals as you can, and be as specific as you want to be.
Next, let’s consider your target audience. Here’s a few questions to consider:
● Are you offering a B2B or B2C product?
● What is the demographic of your customers?
● How much income does your target market have?
● What are their interests and behaviors?
Gathering as much information as you can on your target audience can be crucial to a successful PPC campaign.
If it helps, create personas for your target market, giving each persona as much detail as possible. Tip: your previous sales data can provide useful information, too.
Now that you’ve identified your target market and goals, we can start thinking about your first PPC campaign. Here’s a rundown of the AdWords/Bing campaigns you can create and which goals they are most suited to:
Search: Perfect for capturing potential customers when they’re searching for your product, these ads appear on search results pages above organic search listings.
Display/Video: Both are ideal for creating a brand awareness campaign and if your product is particularly visual. Choose a display campaign if you want to get featured on different websites (also known as placements) within the Google Display Network.
Shopping: Perfect for increasing sales on your ecommerce website thanks to the ability to have your product image on the search results page when someone uses a search term related to your product.
Mobile Apps: Use this type of campaign to promote your mobile app to people who are more likely to download it.
It’s also worth bearing in mind that different social media networks are also best suited for different audiences. Is your product B2B or B2C? LinkedIn is perfect for B2B marketing, and the likes of Snapchat and Facebook are great for targeting the B2C millennial audience. If your product is particularly visual (think travel, brand, clothing, or homeware), then advertising on Instagram might be your best bet.
With your list of business goals and the personas you’ve created for your target audience, make a note of which campaign types and PPC channels will help you achieve your goals.
That’s it for today! Tomorrow we’ll learn how to set up your first AdWords campaign.
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