Google AdWords: So You Know Your Target Audience. Now What?

You’ve followed the instructions in our previous post about defining your target audience for your upcoming Google AdWords campaign.

You may be asking – what’s the next step? How can I turn this information that I’ve gathered into actionable insights to better target my AdWords campaign?

Here are 3 audience characteristics you can tap on to further optimise your AdWords campaign. Use either the Ad Scheduling or Bid Adjustment menus to make these adjustments.

1. Time

Once you know the behaviour patterns of your target audience, you can start to tailor the timing of your ads accordingly (via the Ad Schedule menu). For example:

• Do they work standard office hours? Show your ads from Monday to Friday; 9-6pm.
• Running ads for a food delivery service? Show your ads before or during meal times.

Use Google Trends to check when certain topics are being searched more frequently.

2. Device

Mobile web browsing has overtaken desktop web browsing. For example, notice your campaign is receiving more clicks or conversions on mobile devices? Set a higher bid adjustment on mobile devices so your ads can show more frequently and prominently on mobile devices.

3. Location

Where are the majority of your conversions happening? Use Location Targeting to find out where your conversions are happening and hyper-target your location settings.

This segmentation allows you to customise your price and location in your ad copy, send them to highly specific landing pages or set the ad to only show to users in that particular location.

For example, you could target a bike rental service in the area of Tiong Bahru, Singapore. You could also place your ads to show on your competitor’s stores or on stores that sell complementary products for your business.

One of the key benefits of using digital marketing is the ability to use data to make informed decisions to target the right audience for your business. Google AdWords is no exception.