The Importance of Audience Targeting in Sem Strategy

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LIO
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Joined: Mon Jan 24, 2022 3:27 am

The Importance of Audience Targeting in Sem Strategy

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Digital marketers all face a common struggle: managing the plethora of online touchpoints their customers encounter when interacting with a digital brand.Fortunately, there are an array of solutions to manage these touchpoints throughout the buyer's funnel. One of the most effective solutions is audience targeting in PPC remarketing campaigns based on user behavior. Traditionally, audience targeting has been a one-size-fits-all approach based on pure intuition. But, in order to have a more effective PPC remarketing campaign, marketers need to get past these traditional buyers. They must integrate behavior-based audiences, created using Google Analytics and Ad Words. Incorporating these quantitative audiences into the SEM strategy will help marketers: Managing the Digital Buyer FunnelReduce cost per acquisition (CPA)Increase conversion ratesIncrease customer lifetime valueThe pain point of the marketerAs mentioned earlier, one of the biggest challenges for marketers in the digital world is managing a large amount of digital touchpoints and effectively moving customers through the buyer Acheter une base de données funnel. Most successful brands have a strong online presence that boasts a large amount of content with seemingly endless digital interactions. However, many AdWords strategies focus only on the upper levels of the purchase funnel (awareness and interest) rather than the entire customer journey (see purchase funnel below) only doing scratch the surface of potential customers.How is a business supposed to manage all this data, track the thousands of daily site visitors, and align search engine marketing strategies to minimize the loss of potential leads down the buyer funnel?The solution: audience targetingThis is where strictly defined audiences come to the rescue. Marketers can build audiences comprised of high-value users by leveraging tools like Google Analytics and AdWords. These tools analyze huge volumes of data to create specific audiences for each stage of the conversion funnel. In this article, we'll discuss three methods to build these audiences, using user-based segments, behavior-based personas, and smart lists. These audiences can be used for remarketing strategies and are useful for weeding out low value user clicks. This might sound a bit technical and vague, but don't worry, a simple explanation is coming.
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