Targeting PPC Customers


Whenever you’re able to drill down on your marketing, you make it more effective. Why pay for impressions on potential customers that aren’t going to convert?
I’ve recently been doing some analysis of Pay-Per-Click audiences. Let’s talk about what I’ve found that may help to make your campaigns more effective.
I’ve separated my message below into two sections:
  1. What YOU need to know as the business owner.
  2. What your VENDOR needs to know (or what you should send to them).

What YOU Should Know:

Our “Target Audience”

We know that, generally speaking, our target customers are:
  • Female
  • Between ages 35-60
  • Have kids/pets
  • Own a home
  • Care about health
  • Above average income ($60K+)
But are you able to connect with them? Are they the ONLY customers we should care about? Are we missing some?
My study confirmed that our most “fertile ground” for new customers certainly seems to fit this demographic, but there were some interesting things that changed once I added in other variables like the device they used and what they clicked on. Here’s a quick summary of my findings and stand-out statistics:

What I Found for Devices

I apologize. This may get a little technical, but in case you’re interested in the data, here it is.

If not, you can just skip to my thoughts on what the data means.

Highest Click Through Rate Female Over 64 2.24%
Lowest Cost per Click Female 18-24 $5.99
Lowest Cost per Conversion Unknown 35-44 $26.12
Highest Conversion Rate Unknown 35-44 30%
Mobile Devices
Highest Click Through Rate Female Over 64 2.41%
Lowest Cost per Click Female 18-24 $6.35
Lowest Cost per Conversion Unknown 35-44 $24.65
Highest Conversion Rate Female Unknown 14.4%
Highest Click Through Rate Unknown 25-34 2.23%
Lowest Cost per Click Female Unknown $4.51
Lowest Cost per Conversion Male 35-44 $38.88
Highest Conversion Rate Male 35-44 18.75%

What I Got From All That:

I picked out a few different things:
  1. The lowest overall cost per click shows for females between ages 18 and 24. This may be for two reasons: 
    1. They may not be regarded by Google as your key customer, so they’re more willing to give a price break.
    2. That demographic only had a moderate click-through-rate, which tells us that they’re not as serious about their searches. They’re probably not as likely to convert – in fact, none of the clicks in that category converted. 
    3. I wouldn’t focus on that demographic, in fact, I may exclude them altogether. 
  2. The highest click-through-rate for mobile devices was from females over 64.
    1. That means people we may not typically think are using mobile devices, actually are. And they’re more able to take quick action using mobile devices.
    2. I would probably increase my bid for those folks and try to convert them.
  3. The best conversions on desktop computers came from males between 35 and 44. I could be wrong, but I think it’s because:
    1. They’ve been asked to handle finding a carpet cleaner for the family. They then do some research on their computers at work and end up converting into a customer.
    2. I would be likely, then, to increase my bids to men on desktops because of the high conversion rate.

Chem-Dry Owner’s Big Takeaway:

You should take a look into the audience performance of you AdWords campaigns. If you don’t know them, here’s what you should do:
  1. Ask your vendor to do a demographic analysis and send you a report.
  2. Ask them which gender and age group tends to perform the best.
  3. Give them some ideas of ads and offers you’d like to create for those groups.
Take control of your online marketing and get ready for a GREAT year for your business. Then register to receive updates about future webinars on digital marketing. If you’d like to schedule some time to meet with me and discuss ideas, click here to reserve a meeting time.

What Your VENDOR Needs to Know:

How to Adjust Your Targeting

Within each ad campaign (remember an AdWords account is broken down by Campaign>Ad Group>Ads), you have the ability to adjust the audience settings. Here’s how:
1) Click on the campaign you’d like to adjust in the left-side column.
2) Click on the “Audiences” tab along the top of the main screen.
3) Once that page loads, click on the red “+ Targeting” button.
4) Choose the Ad Group you’d like to adjust from the drop down list where it shows “Select an ad group to get started.”
5) Click on the drop-down list “Add targeting” and choose “Demographics”.
6) Narrow down your list by un-checking the demographics you don’t want to target. Meaning, you’ll be targeting everything that IS checked.
7) Click “Close” at the bottom of the list. Then click the blue “Save” button near the bottom of the page.
You’re done!

What Would Scott Do?

While this is what we’d probably refer to as a more “advanced” tactic in AdWords, it’s something worth taking a look at. If you’re not running a campaign yourself, you should check in with your vendor and ask what they’re doing for demographic targeting.
If it were me running a campaign for my business, I would take ad groups within my campaigns that are aimed at specific locations and demographics for different services. I would create ads within those demographic groups that speak to those targeted customers on an emotional level.
For instance, if you want to target females between 35-55, you could write an ad that talks about kids or pets making a mess, or cleaning for the health of your family.

Vendor’s Big Takeaway:

Take a look into the audience performance of your client’s AdWords campaigns. Be ready to:
  1. Talk to them about the performance metrics from each group and any surprises you may have found.
  2. Ask which group your client thinks would be best to focus on.
  3. Ask for some ideas for ads and offers that can target those groups.
If you’d like to get some input on your client’s business and performance, click here to schedule a call with me to discuss what can be done to better serve them.

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