Pay per click advertising campaigns are great at targeting certain markets all around the world. For example, there is
geo-targeting, targeting based on what device the web user is using, time, demographic and obviously keyword targeting which makes up the majority of the targeting an advertiser can do. However, this does not always mean you can target specific markets that will convert for you the most. For this reason, this article will look into a few ways you can target much more specific niches, using the targeting tools already embedded into many PPC programs.
Already outlined above, we can see there is a lot that PPC programs have let advertisers use to target the specific market they want to aim their campaign at. However, there are a few crucial areas that PPC programs have forgotten about/have no way of knowing (and therefore cannot target):
- Income level of the web user – Knowing the income level of the web user is a goldmine of information. For example, if the web user was wealthy, there is more chance they are going to choose upgrades when buying a new car (this could be reflected in the campaign).
- Mood of the web user – Depending on what has happened to the web user the day of seeing the advertising campaign will have the potential to affect if he or she converts or not.
- Are they looking to convert or gain information – There are usually two types of web users online: those that are looking to gain information about buying something and those that have already gained that information and are now looking to buy something.
Of course there is not a tool to target the above to make your targeting more niche and specific to the web user. However, with the help of the tools available to advertisers in PPC programs, it is possible to integrate some of the above into your PPC campaign’s targeting methods:
- Income level of the web user – In general, this can be random. But, we can imply that when the price of houses are higher in one area than the other, the area and people that live there are more wealthy. Another presumption could be taken that the older the web user is, the likelier they are to have money to spend (a 55 year old is more likely to buy something expensive than a 15 year old). As well as this, there could be the presumption of guessing the wealth of web users based on the device they are using. If they are using an iPad Pro, you can bet they have a bit more wealth than someone who is using an Android tablet from 3 years ago. Yes, it is prejudice. However, this is generally how the whole targeting method of PPC works. We find things about the web user and presume other things in the hope it is contextual.
- Mood of the web user – It is impossible to know everything the web user likes and dislikes. However, you can relate your campaign to the main news that is hitting the newspapers around the world. For example, if Donald Trump became president of the United States of America, the pro-republican areas will be in a very good mood (which you could reflect in your campaign/s). Basing your campaign on real life events is key to the success of it.
