5 Questions for Search Marketing: Part 3: Who?

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After looking at how asking why and what relates to search marketing, it’s time to ask the next question. Who? Knowing who your target audience is essential in getting your message across to right people who are interested in your product and avoiding people who are less likely to convert. In this installment let’s look at how demographics play a role in search engine marketing.

Language

If you have a multilingual website, separate campaigns can be created to target each language individually. Each language has its own intricacies and campaigns can be tailored to target languages more efficiently. Budget amounts can be allocated for each language you wish to target which can then be shifted if a certain language is returning a better ROI.

Location

While location overlaps the question of where which I will discuss in a subsequent post, it also falls into the demographics of your campaign. Depending on your audience, you may want to target a country, a city or even just a specified radius around a store location.

Gender & Age

With the Google Display Network, you can target by gender or age. While there could be multiple users from the same computer and this targeting is not perfect, it does provide for more granular targeting. If your product caters to a specific gender or age group, this feature can be useful in narrowing your audience. By taking a look at the Age and Gender tabs in a GDN campaign, valuable insights can be gained. If a certain gender or age group is converting more than others, you can adjust your bid higher. On the other hand, you can also lower your bid or exclude for those who are returning lower conversion rates.

Remarketing Lists

Ever get the feeling you’re being followed around the internet? Remarketing lists can be created by tracking visitors who have already visited your website. These visitors are highly qualified leads and more likely to convert. By targeting this audience with a different message such as a free shipping offer, they are more likely to convert if and when they return to your site.

IP Exclusions

If you have a large company, many of your website visits will come from employees. Excluding your company’s network IP addresses from your web tracking analytics will provide a more accurate snapshot of how your external clients are interacting with your website. Furthermore, IP exclusions can also be added to PPC campaigns to ensure employees are not clicking on ads.

Asking who is important in reaching the right audience and avoid targeting those who do not fit your target market. In my next post, I will discuss how to reach this audience at the right time by asking the next question. When?

Cheers,

Denis

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