The case clearly shows an example of audience targeting and how you can work with it.
Even though the 21st century is outside the window, stereotypes are deeply rooted in their heads - when it comes to search campaigns, all advertisers unanimously say: - Oh, this is about keywords!
But they will be only partially right, because, yes, keywords are one of the targeting in a search campaign, without which it simply will not start working. This is a technical nuance.
But at the moment this is not enough for effective advertising campaigns and for obtaining high ROI. The level of competition in Google search is very high, respectively, if we want to get the most from the advertising budget, we need to clearly get advertising messages to the target audience. And just adding keywords to your search campaign won't be enough. And that's why.
Let's start with the target audience. Who do we define as the target audience !? If we determine that our target audience is men + women, from 18 to 65+, who enter the key phrases we have selected in Google search, then we are wrong not in our favor. And quite a lot.
Gone are the days. Nowadays, in order to successfully sell your goods and services on the Internet, you need to more accurately define and "aim" at the target audience. Now the target audience that is ready to buy from us, which is most likely to convert on our website, may look like this:
Target audience = women from 25 to 44, no children, from Manchester, with Android, interests - "Travel", "Sports events", "Health insurance", "Business tourism".
Every year keywords in search ads. campaigns are becoming more and more technical, and are no longer effective targeting. More and more the focus is shifting towards audience targeting
And when we engage in advertising campaigns are such audience targeting and to these characteristics we will add keywords that are suitable for us - then we have a much better chance of getting into those consumers who we really need. But this is all complicated by the fact that in order to determine the target audience, initial data is needed - that is, who exactly converts well in our country, where to find out their characteristics and interests. The main parameters of the target audience can be taken when analyzing sales, some from the site statistics, but deeper characteristics can be obtained through advertising analytics - collecting data and analyzing, and constantly - systematically and regularly.
Well, let's show it in practice.
Subject - Swiss watches.
Geography - Europe.
Search advertising campaigns.
Suitable target key phrases have been added and refined over the years. Everything is clear here.
Next, we add for monitoring the interests of users that are available in advertising service. And we add not only those that seem to be suitable for us, but also others that may even at first glance be logical antagonists.
For the client, we added about 10 audience leads with the "Observation" setting. This allows you to first observe, and then, when a picture of their performance emerges, to make decisions on further strategy.
So, we add and wait until there are enough statistics for each added interest - so we can draw the most accurate conclusions. Some campaigns will take several weeks, and some months, based on the popularity of the product and the speed of traffic and statistics.
In the client's advertising campaigns, this took us several months - here we made a reserve for the accumulation of data so that the conclusions were super accurate.
Niche - screenshot from ad. campaigns (we have hidden some confidential data):
So the added audience interests are visible here. That is, the campaign works by keywords, but the system also distributes traffic by interests.
On average, for this ad campaign, the cost of attracting a conversion / lead (CPL) was about 30 euros. As you can see in the top line, the cost of conversion for users with the interest "Jewelry and Watches" is 24 euros, but car enthusiasts give a conversion for 35 euros. Moreover, both the first and the second come using the same keys! How so, the question arises reasonably !? Although the keywords are the same, audiences with different interests are converted in different ways. In most cases, there will be no 100% -200% difference, but 20-30% is easy!
Let's go further.
The same screenshot, but looking at the CPL (cost of conversion) for the "Luxury Buyers" interest, it is 42.6 euros. And CPL by interest "Lovers of saving on purchases" - 13.9 euros !!
Let me remind you that the sphere is an expensive Swiss watch! And it would seem that everything should be the other way around - an audience with a richer interest should convert better in this area. Why is this happening? I will note two points - firstly, you need to build different hypotheses and double-check them, and it is quite likely that you will find a growth zone where you were not really expecting it. And secondly, it is possible that many competitors are in their search ads. campaigns also use interest targeting "Buyers of luxury goods" and the auction on it is corny overheated and the rates per click (CPC) are high and, accordingly, we have an expensive lead.
Also, one should not discard the option that the search engine in the category "Lovers to save on purchases" records quite active shopaholics who are surfing the Internet in search of a low price, but at the same time they often buy and they can be our potential customers - Google's machine intelligence is smart, but will not look into the user's pocket, and it is quite possible that there are solvent people in this audience and ... can rename it to "Shopping Lovers"? :)
What conclusions suggest themselves?
Everything is trite. First, test absolutely everything, testing is the key to reducing the cost of conversion. Secondly, to make the most of the available functionality of advertising services. Thirdly, in order to achieve acceptable results in search advertising at the current level of competition, it is no longer enough to simply add and configure keywords, audience targeting has long been in the arena, and we need to clearly define the target audience and try to get there with our advertising message as accurately as possible.
Test everything you can - strategies, approaches, phrases, targeting, creatives, landing pages, texts, headlines. Without testing, no advertising will reach its maximum!
And what is the result of all this? I'm telling you. For half a year of data collection, analysis and making appropriate adjustments to advertising. By sorting out and testing different categories of target audience interests, we managed to reduce the cost of conversion by 20%, all other things being equal (we tried to take into account the influence of other factors as much as possible, to make appropriate adjustments "down the drain" in order to get the maximum clean and accurate results).
In conclusion, I'd like to point out that leveraging audience interests is not the only way to influence the price of a lead. There are many more interesting opportunities in audience targeting, but that's a completely different story ..!))
Сonversions to Everyone! :)