Targeting settings fall into 2 categories:
- Ones that influence the budget at hand and
- Ones that impact user experience
The settings that impact the UX find use in landing page experience and to adapt the right messaging. You can also try to modify performance KPIs. All of these would affect the cost of the media in one way or another.
The targeting elements are discussed in brief detail below.
User experience targeting elements
The four key settings discussed are the Audience, Geography targeting, Languages and Location settings. These can have a major impact on the success of any ad campaign.
It is important to study audience insights now and then and using it to adjust messaging and landing page strategies. These insights provide information on who the audience is, and behaviour of the audience that is converting and that which is not.
You can customize your campaign with a paid search audience strategy.
Location targeting ensures that your ads are running in the right geographical area. You can customize the landing pages for different locations. It is always helpful to create different campaigns for different countries. Your digital marketing company in Kochi would help you to do this. It is also important that the location targeting happens at very granular levels. Then it may not be useful.
You mustn’t think of only the default settings. You may need to have your campaign in multiple languages targeting users belonging to different places and different cultures. It is also important to localize each version rather than simply provide translation to a specific language.
Location-based businesses should not go by Google’s default or recommended setting. The wrong audience may show up in this case.
Cost-saving Targeting Elements
Targeting the devices always translate to the costs involved. Online conversions are less than mobile conversions these days. The gap between the traffic and the revenues from non-desktop devices can be very wide. Prioritizing non-desktop devices offer good savings.
#2: Specific timings
You can save on the budget by limiting your ad exposure to a specific day of the week, a specific time in the day or even both the above. Even in this case, too much granularity does not help. The best PPC management company in Kochi that you partner with will guide you on this.
#3: Partner Networks
Anyone looking at savings should do a dry run without involving the partner networks. This is one more option that can be considered seriously.
If the above points are kept in mind, one can do more within the same budget. This helps to make sure that your PPC campaigns stick within their limits.