If you’re audience targeting (or considering it), customizing your ads for your audience can yield better performance. Here are the top tips for audience targeted creatives learned through the collective experience of hundreds of Google AdWords account teams.
1. Make your ads a helpful step in the user experience
Make audience specific recommendations, differentiate yourself from the competition, and provide new information. For example remarketing ads could show complementary products that an existing customer may need. If you’re targeting new users, feature positive testimonials and reviews to highlight your good reputation.
Make better use of audience targeting by addressing different stages in the buying cycle within your ad.
2. Be Transparent
This is particularly important if you’re using remarketing. Your audience may wonder how you knew they were on your site or interested in specific products. Be upfront; link to a description of why they’re seeing your ads and how they work from your landing page. Showing a variety of ads helps minimize overly-specific targeting and repetition.
3. Tailor ads to your user
To drive better performance: personalize ads based on the product or service your audience would be interested in. If you’re remarketing to a user who browsed your site, match your ads to content they viewed. For example, if a user viewed a variety of smart phones, you could show ads promoting individual phones, phone plans, or phone accessories.
4. Landing Page Relevance
Seamlessly link your audience-relevant creative message to a landing page on your website with content pertinent to the product or service the audience is interested in.
To improve your audience campaign performance, ensure that your landing page is optimized for conversions. Tools like Website Optimizer or Google Analytics can make optimizing your landing pages much easier.
A compelling call-to-action is crucial for any targeting type or advertising goal. Use your knowledge of your audience to match your call-to-action to the user in both content and style.
Phrases like ‘See Offers’ perform double duty by communicating next steps and highlighting a promotion or benefit in clicking.
6. Use All Ad Formats & Sizes
Not every site will offer every ad size and format – if you’re missing ad sizes you could be missing out on thousands of impressions. Remember, you want to reach your audience wherever they are online. Maximize your opportunity to reach your audience anywhere on a network and increase volume by utilizing all ad formats, text ads, and display ad sizes available.
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Posted by Katie Miller, Inside AdWords crew