You've carefully researched your target keywords, written your ad copy and pointed everything to your website. However, when you check your statistics, you find out that your impressions, clicks, and conversions are a lot lower than you expected.
This is frustrating and is something that every PPC specialist has experienced at least once in their career.
However, there are steps you can take to boost your targeting and supercharge your engagement rates.
1. Ensure that you are targeting the right audience
Let's say that you run an eCommerce store selling shoes to women. When you look at your stats, you find that 50% of your ads are being shown to men. This means that you are wasting resources showing your ads to the wrong people.
You can make changes to your ads, so they are only served to your target audience. You can drill down by location, age, income and parental status… even personal interests!
By drilling down, you can make your ads more targeted and ensure the right people interact with your advertising.
2. Focus on the right devices
As well as targeting audiences, you can target different devices too.
Let's say that you have a website that sells bespoke accessories for iPhones. If your ads target Android users, you will waste money showing your ads to people who may not be interested in your product.
You can set it so your ads only show on desktop, tablet or mobile. You can even target specific devices and service providers.
3. Audit your ad copy
You want to ensure that your ad copy resonates with your target audience, so take the time to create relevant ad copy.
Ensure that your ad copy is focused on your target audience's needs and is clear and concise. You want to ensure that your advert tells them how you will solve their problems.
A/B testing is your friend here. Try two or three different adverts, see which one has the best-click through rate and make amends as appropriate.
4. Look into remarketing
Remarketing is when you advertise your brand to people who have already interacted with you in some shape or form. For example, someone who has visited your website, downloaded your mobile app or is an existing customer in your CRM database.
As these people have already expressed an interest in your product or service, remarketing will encourage them to return to your site and buy from you.
It's an easy and cost-effective way to appeal to already engaged customers.
5. Regularly check your stats
When you have made changes to your campaign and are happy with your engagement rates, you still need to keep checking your metrics.
Your competitors' actions and changes to search engine algorithms can impact your targeting, meaning that it can frequently fluctuate.Take the time to review your ads at least once a week. That way, you can make small changes to your campaigns if needed and help ensure your engagement and targeting stays on track.