Building A Solid Audience Framework That Can Improve Your PPC With Semalt
PPC advertising has improved significantly over the past decade, but some things remain. Even today, marketers need to be able to deliver the right message to the right audience at the right time.
Getting all three points right in the bull's eye is impossible as long as you continue targeting the wrong audience. This article is designed as a guide to tell you how to target the best people and create outstanding messages to capture leads and convert clicks.
Understanding Who Your Best Audience Is
SEO revolves around your audience. It doesn't matter whether the account structure, keywords, language, etc.; they should all revolve around your audience framework.
Consumers are bombarded with thousands of ads on a daily basis. Inflation is on the rise, and people have less to spend. In other words, the odds aren't in your favor, so you need to be the best.
Brands are constantly clamoring for attention, hence the use of paid campaigns. At some point, whatever audience type you develop will have so many ads on its face that everything will sound like noise.
To be a successful marketer, you must find a way to break this dam and establish a strong connection with your audience. GWI released a study in 2021 focused on understanding customers across generations. With this study, we've been able to come up with four focal points about what customers (Gen Zs and Baby Bloomers) expect in a marketing campaign:
- Be entertaining
- Provide relevant information about the product
- Have special incentives like discounts and offers
- Be relevant and help portray the identity of your consumers
This is why having a better audience framework helps your campaign become more successful. You need to be able to target the right audience type with specific messages that break through the noise and establish a connection with your audience. The four themes mentioned help you create relevant content that is entertaining and motivates viewers to engage with the brand.
As it is, making a lasting bond or connection to any audience type is becoming increasingly difficult but staying on top of your game, you always need to maintain that connection to build lifetime value.
Brands need to segment their consumer profiles to create a clearer target. This makes SEO a lot easier because it becomes easier to create relevant messaging, optimize tactics, and analyze performance.
Understanding the Relationship Between your Audience and Your Business
To categorize your audience into their appropriate segments, you need to ask and answer certain vital questions about your brand. In the basic form, we recommend using arbitrary audience segmentation.
For this, you will be dividing your audience based on similar attributes across a large section of your audience. Here are a few attributes to use in grouping your audience:
- Visitors who never made a purchase
- People who have never interacted with the website
- Visitors who have engaged with your brand (account info, email, phone number, etc.)
- Customers who have made at least one purchase
- Customers who have purchased multiple times or in large quantities
- Previous customers who haven't made any purchases in a long time
Segmenting your audience into these classes should shed more light on your sales cycle, how to redefine your messaging to suit your audience types and how customers interact with your brand.
Many of the best-known brands were able to achieve that because their brands were personalized for their marketing and sales needs. The list above should help speed up your brainstorming.
Another important tip is to always learn to stay updated. Your audience framework should be reviewed regularly to ensure that each section aligns with your core business objectives.
Create Content That Breaks Through The Noise
Each audience segment you create will have a varying relationship with your brand, unique needs, and interests. The kind of messaging you use is a reflection of the audience framework you created. Each audience group should have its own unique messaging. As you begin to build this, you may discover similarities in the kind of messaging you use for different audience segments. This may be a warning sign that your audience segments aren't well defined or unique.
With similar ads across multiple segments, your strategy may not have the expected effect. It is important that you keep your audience segment large enough to drive impressions but unique enough to have customized messaging.
With well-defined audiences and targeted creative, you can design quality content that connects with your audience. You will gain each audience's attention and create a bond that is likely to inspire action.
Redesign Your Paid Media Plans
Building an audience framework allows you to understand how to get across to your audience. Focusing your marketing resources appropriately can mean the difference between a successful campaign and a failing one.
Because you are working with limited resources, you'll be more interested in targeting audiences who are lower in the funnel, with very high awareness of your brand. These attributes will influence how you design a paid media strategy that caters to the needs of different audiences.
When people hear Search Engine Marketing, they simply think of keyword-based paid ads. Whereas there are a lot more elements, you should be looking at in the PPC ecosystem. There are, in fact, a wide range of distribution channels, namely:
- Search partners (Google, Bing)
- Display networks
- YouTube and Videos
- Paid search
- Local campaigns
- Shopping
- Discovery
These channels present different opportunities for marketers to engage with their audience. For example, creating introductory videos on youtube is an excellent way to create more awareness about your products for an audience with low / no awareness of your products.
A robust and detailed framework sharpens your messaging and the audience you target.
Eliminate Wasteful Spending
When an economic downturn hits, the first to do is eliminate wasteful spending. As marketers, we know our budget is most likely the first to receive cuts. Marketing is notoriously undervalued, which is a mistake that has gone on for too long.
Research shows that companies who didn't cut their marketing spending during the recession are bouncing back stronger than those who cut their marketing budget.
We cannot change how to cooperate sees the job we do, and you should expect to be among the first to get hit by budget cuts no matter your seniority or talent. Now that we're officially in an inflationary market, the uncertainties will only continue to grow.
Now more than ever, you must ensure that every dollar spent on an ad doesn't go to waste. Here are three ways you can make the most of your marketing budget.
Audit your ads
No matter how much resources you burnt, there will always be at least one campaign or channel that isn't giving you enough ROI. Studies show that approx 26% of marketing ads are wasted.
This means marketers have to become more aggressive in maximizing ad spending in periods of economic volatility. To do this, you need to review the tour's current advertising efforts to understand what's working and what isn't.
Run Tests
If you're going to make every dollar you spend on ads count; you need to test your theories before executing them. Test your messaging and constantly optimize your website and landing pages so you convert throughout the entire lifecycle of each campaign. This is a period when marketers prove their value by being on their toes and pushing results. Testing everything can be tiring and consume a lot of resources, so an alternative is to understand how AI and machine learning can help with ads campaign. With the use of AI and machine learning, marketers can optimize websites and landing pages; ads and provide a seamless ad-to-website brand experience to viewers.
Protect The Customer Experience
All too often, marketers focus on what new audience to bring in and forget about the post-click portion of the customer journey. Instead, you should take time to optimize the entire customer journey from the first step down to the purchase.
It is no secret that customers are the beating heart of any business.
80% of customers say they are more likely to purchase from brands that can create a personalized connection with them.
Creating this personalized experience takes steps that fall within different levels of the consumer funnel.
Conclusion
Thoughtful research can go a long way in showing you the right audience segments to target and how to design messaging that generates results. This is why it's paramount to look at both quantitative and qualitative data to get a full picture of the hearts and minds of your audience.
Once you are able to understand your audience, you can then serve up customized content specific to their needs and interests.
If you need to learn more about the subject of SEO and website promotion, we invite you to visit our Semalt blog.