In today’s highly competitive and rapidly changing digital marketing world, what businesses and marketers need to know and understand deeply is what Target Audience is. This is because it helps them design strategies and communications effectively and generate worthwhile returns on investment. In this article, we will delve into Target Audience and how to use Audience Targeting to enhance digital marketing performance.
What is Target Audience?
Target Audience refers to the target customer group, which is a group likely to consume a business’s products or services. It can be observed from demographic characteristics (Demographics) that often have similarities, such as gender, age, economic status, education, occupation, and others, or from lifestyle and interests. Businesses and marketers must prioritize this to adjust their marketing strategies to meet the needs of this target group.
For example, Target Audience could be women aged 25-35 living in major cities, people who regularly exercise, small and medium-sized business owners (SMEs), and people who enjoy working.
The method for businesses to get to know their target audience is through Audience Targeting, which helps them understand who the target audience is, what their behavior is like, what they like or dislike, so that they can apply it to their marketing strategy.
Why is Audience Targeting Important?
Online search and advertising are entering an exciting new era. Google is reducing the role of traditional keywords and shifting towards using user insights to predict demand. Advertising campaigns may focus more on search themes than specific keywords in the future. This makes Audience Targeting a crucial strategy, relying on user data, behavior, and interests. Marketers need to adapt by using this personal data and creating content that responds to potential user needs, opening up broader marketing opportunities.
4 Ways to do Audience Targeting for Search Campaigns
Audience Targeting for Search Campaigns can be done as follows:
1. Targeting Based on Brand Interest
Using Audience Targeting through Remarketing Lists for Search Ads (RLSA) is an effective strategy for Google Ads advertising. There are two modes: observation mode and targeting mode. This method helps to accurately target ads, even with high-search keywords that are not directly related to the business. Choose to display ads only to those who have interacted with the brand, such as visiting the website, subscribing to email, or watching the brand’s YouTube videos. This allows you to reach a group of potential customers more effectively.
2. Targeting Based on Consumer Demographics
Segment customers to use words that suit different customer groups. For example, divide between B2B and B2C customer groups using data such as company size, industry, or personal interests.
3. Targeting Based on Purchase Value
Targeting based on purchase value will help differentiate between small and large corporate clients. Use demographic data about company size and industry used. This method helps to target high-potential customers who are likely to purchase high-value products or services.
4. Using LinkedIn Data in Microsoft Ads
For B2B brands, you can use data from LinkedIn to target by company, industry, job title, or work experience.
Special Considerations for eCommerce and Shopping
For doing Audience Targeting for Paid Search campaigns, there are important considerations:
1. Audience
Increasing bids in Shopping campaigns will cause Google to match our products with broader search terms, such as from searching for a brand name or model name to general terms like kitchen appliances. Therefore, consider how far you want to expand to wider search terms, and may use Audience Targeting to filter the desired target group.
2. Product feeds
Google prioritizes data that identifies products (e.g., UPC, GTIN, brand name) and product names, especially words at the beginning of the name. Therefore, important keywords should be placed at the beginning of the product name.
Limitations to Know Before Using Audience Targeting
Using Audience Targeting still has some limitations that should be considered:
1. Search Behavior is Changing
When people’s behavior changes, segmenting the target group may not be clear. You should understand the target customer group thoroughly.
2. RLSA Has Some Limitations
For example, the maximum lifespan is 540 days, and it must have at least 1,000 cookies to be usable, and cannot be used with lists created in mobile app views.
3. May Require Budget for Testing
Which may be a challenge for small brands who want to see a quick return on advertising investment.
4. Use Patience and Time
To successfully use this strategy, it takes time and patience, and should be aware that testing this strategy may not always succeed.
Conclusion
Using Audience Targeting and RLSA effectively in Paid Search will help us create a stronger omnichannel marketing strategy, which can be blended with other marketing channels such as email, content, social media, and other channels seamlessly.
Understanding what Target Audience is and knowing how to leverage Audience Targeting is an essential skill for digital marketers in today’s highly competitive world with rapidly changing consumer behavior. Adapting and learning new techniques will help you campaign and reach your target audience more accurately and effectively.
About Relevant Audience
We are Relevant Audience, a Digital Performance Marketing Agency specializing in SEO and one of the Digital Agency providing comprehensive digital marketing services to support businesses in reaching their target audience at the right time, place, and device (Right Time, Right Place, Right Device).
Our services cover both SEO services, Search Marketing, Social Media Ads, Search Ads, to Influencer Marketing, and we are also a SEO Company that is Google Partners. Our team consists of specialists ready to provide advice and find solutions that meet business needs.
Contact for More Information, Consult Online Marketing
Tel: 02-038-5055
Email: info@relevantaudience.com
Website: www.relevantaudience.com
