Redefine Your Target Audience

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May 26th, 2010 by Alan

You can quite easily drown in the detail of keywords and bids when managing a PPC campaign but you need to question on a regular basis what you want to achieve. It may seem an obvious question but take time to consider your goals. If your answer is that you want to achieve a certain amount of clicks or cost per lead then you really need to sit up and think again. Take time out to think about who your audience is and the goals for your pay per click campaign.

Think about the elementary questions – who, what, when, where, why, how. Use them to define who you want to reach. Who is the ideal target? When do they go online and how would they use the internet? How old are they? What is their lifestyle, values and mindset? What do they think about the products you sell and your company?

You can get some great information from analytics to understand who you attract now – however this might not be the type of customer you want. You will need to research hard to understand the best audience for your products and it is imperative to understand their behaviours and way of buying.

You can become so focused on the conversion funnels that you forget what the real people you are trying to attract look like. Collecting insight into consumers can provide you will a more balanced well rounded pay per click campaign.

At Click Consult we have an expert team of people to help with PPC management.

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