How to use audience targeting with Google Ads
Google Ads is one of the leading advertising platforms with high profitability. Statistics show that every dollar invested in Google Ads returns approximately US$8 in revenue. This is due to carefully designed targeting, which helps advertisers target precise audience segments with maximum return.
The service offers a wide range of audience segmentation features, which means that advertisers can target campaigns to narrow categories of consumers.
Types of targeting
Google Ads lets you target based on demographics, interests and behaviours.
Demographic. Serves as the basis for any advertising strategy. In this case, marketers target consumers based on the following characteristics:
- age;
- gender;
- income level;
- presence/absence of children.
At the same time, advanced Google Ads tools help you refine each of these characteristics. For example, you can focus on users aged 25-35 with children and a certain income level.
Another advantage of the platform is the convenient bid adjustment, which means you can optimise your advertising budget. For example, you can spend more on advertising to a specific age group or exclude untargeted categories.
Interest-based targeting. This type of targeting allows you to target users who have shown an interest in specific topics. Google Ads analyses users’ online behaviour and browsing history. So hotel ads will be shown to those who have shown an interest in travel and holidays. To improve segmentation, you can also use keywords to target your ads more precisely.
Behavioural targeting. This is where the target audience is divided into groups based on their recent online activities. For example, you may want to advertise to consumers who are actively searching for a particular product. Such an audience is particularly valuable to advertisers because it is considered ‘warmed up’. People are initially interested in buying, so the decision-making process is much faster.
Another exciting feature is targeting based on life events. It targets users who are at critical stages in their lives, such as the birth of a child or a wedding. This means that advertisers can offer products and services that meet the specific needs of these categories.
These features are just a small part of what Google Ads has to offer. At the same time, you can combine different approaches and targeting strategies to get the best results. This approach gives you flexibility in your advertising and increases your chances of achieving a high return on investment. However, don’t be afraid to experiment and try different types of targeting.