Target Audiences are Critical for Ads Campaigns
Updated: Mar 19
While we endeavour to maximize campaign efficiency, we’re often overlooking the human connection.
This morning I was on a website that was mechanically and visually perfect. You could feel the time and effort required to make the site seem seamless.
And then I realized it’s not actually talking to a human visiting the site - it was a tell of how great the business is. It was all about the business's story instead of the customer's story.
A large chunk of time and money was spent constructing a beautiful site, along with the marketing monies for a Google Ads campaign, and there’s no direct messaging except “This is what we do” (And by inference, we've presented the site so well that we’re assuming you’ll be like a moth to the flame when you see this site).
It’s easy enough to organize the mechanics of the Google Ads platform for efficiency; do it enough times and it becomes almost rote.
However, what’s frequently overlooked is messaging and content reflecting the target audience needs, aspirations, and concerns while ensuring the site’s products or services feel like a natural choice in a competitive world.
A campaign without well-considered messaging and content will never reach its maximum efficiency if it's not tightly focused on a target audience.
The lack of focus on the messaging side of the campaign will drag down the ROI of the campaign if it's missing the natural rapport and motivating considerations guiding a potential buyer to act.
The outcome of not having clearly targeted messaging and content will be demonstrated in lower click rates for the ads, higher bounce rates on the websites, and increased conversion costs. It will also lead to less qualified leads because the prospective buyer or client hasn’t been adequately considered or planned for.
In "Skyrocket Google Ads", I pay a lot of attention to understanding a campaign's target audience through the creation of a business's overall Buyer's Profile which is then tuned for the target audience of campaign's business objective.
For greater success, let’s work harder to create content and messaging that’s talking directly and authentically with our potential customers, while also paying close attention to the mechanical efficiency of the campaign in the Google Ads Platform.
To make sure that your Google Ads and PPC campaigns are on the right track, contact Christopher here for your complimentary Google Ads account or campaign review.