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How To reach the "perfect" audience

“It doesn’t matter how much you prepare or how many tests you run if you don’t analyze and make changes!”

Do You Really Want The Perfect Audience? 

The ultimate goal of Search Engine, Social Media, or any Marketing for that matter is to drive leads that ultimately buy or use your product. In a perfect world, we could target only people who were interested in our product and we would be the sales team favorite marketer of all time. Unfortunately, this doesn’t exist, but we can choose who to target and how much to spend on them. We will cover how to create effective audiences that lead to conversions. This takes time and constant evaluation. If done right, you can reach your perfect audience with precision and ultimately bringing down cost per lead and cost per acquisition. Let’s Go!

To create our “Perfect” audience we need to understand how targeting works.  You probably know that massive audiences bring a wide range of people and most of them not interested. This brings us to our first rule for our “Perfect” audience.

1.      Make a lot of small precise audiences. By making 10 audiences of 1,000 people, we create control. Who sees our ads, how much budget we dedicate to that audience, etc. all come with a small audience. On the other hand one large audience doesn’t give you control. You can’t choose to exclude certain people, or shift budget to strong audiences, etc. You are stuck with a big bulky audience that can’t perform well.

2.      Organize Your Audience According To The Platform. Now this may sound like a no brainer, but I can’t count the amount of Marketers that use platforms like AdWords and try to organizethem as if they were Facebook. If your platform focuses onkeywords, then organize by keywords! The same goes for interests, skills, job title, etc. For example, if we are working in AdWords trying to target people buying used cars, we wouldn’t want to put all of our keywords in one giant campaign. Instead, we would create a campaign for general used cars, another for used blue cars, another for used 2010 cars, etc. This gives us more audiences and makes it easier to manage.

3.      Name The Campaign or Ad Set after the audience!  I don’t know how many times I get a new account and I see campaigns named something like this: “Company Name” Facebook Campaign Video. I literally am blown away at the fact that nobody names their campaigns in an efficient way. Now this is something that I do and you may have your own preferences, but I like to name my campaign according to the audience. For example, my AdWords campaigns would have names like “SRC | 2010 Blue Used Car| UT”. With SRC referring to the Search Network, 2010 Blue Used Car referring tothe keywords used, and UT for the location.  Now these can be longer, but you should reference as much as you can in these names. Things like ad type, targeting, location, exclusion, etc. should all be in the naming.

4.      Test And Refresh! It doesn’t matter how much you prepare or how many tests you run if you don’t analyze and make changes!  After a set amount of time (Month, Quarter, Year) you should revisit each campaign and see which ones perform well and which ones don’t. To the campaigns that don’t perform well you should either eliminate or make changes to help performance.

In closing, we learn 4 steps to targeting our “Perfect” audience. If you follow these 4 steps you will be quick on your way to becoming a targeting expert.


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