Using Ad Group Separation To Identify Your Target Audience

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August 27th, 2010 by Laura

Although you’ll never get relevant PPC traffic from all your keywords there will be times when a broader keyword surprises by converting. This can happen when the keyword is matched to a site holding an audience that doesn’t exactly fit your normal profile but still returns you some excellent results.

An example of this would be if your business was a fashion design school and you were using keywords such as ‘fashion designing’ and ‘fashion design’ in the ad groups. These are likely to show your ad on fashion advice websites, fashion design game sites, and anything else related to fashion design and fashion. These may or may not convert well for your ad but its still worth introducing these types of keyword to your pay per click campaigns as the audiences on these sites may prove to be a suitable audience in the long term. By testing these keywords you can inadvertently discover new target audiences that respond well to your ads.

It is also a good idea to separate the above types of keywords from others, such as ‘fashion design college’ and ‘fashion design school’, as Google recognises them as different things and they will attract different sites.

There have been some new options for predetermined audience targeting, which are available for some PPC advertisers now. These help you to target specifically the audience you seek rather than relying on a complicated algorithm to match keywords to sites with relevant content.

At Click Consult we have an expert team who can help you to develop winning PPC campaigns.

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