How to solve practical problems through audience positioning?

One 、 Extended keyword method

for instance , Search for “ Commuting options ” People who use the word "bicycle" may not be looking for a bike , Therefore, bicycle stores do not necessarily belong to relevant customers . You can make a positioning “ Commute ” The advertising group of such general words , At the same time, only add to “ Cars and vehicles ”>“ vehicle （ other ）”>“ Bicycles and accessories ” Users in this list of audience groups with specific interests display advertisements , To enhance the relevance of advertising .

You can locate a wide range of keywords , Then locate the precise audience characteristics , Keyword wide matching , Choose words that are more general and broad in scope . Target this group of people . Expand coverage , Increase intention .

measures

Add keywords , Add more words and broader words . Attract users at the top of the funnel , To expand coverage .

The way

Create ad groups that locate general keywords , And set it to display advertisements only to certain audience groups . Bidding for general keywords may cost more , Because the users who search for these words may not be interested in buying your product .

Two 、 Flexibility to adjust bids （ Adjust the percentage for more interested audiences , Reduction of intention difference ）

measures
Add at least one audience group to your search ad series , And set different bids according to the value that the audience can bring to your business .

The way

Increase bids for certain audience groups ：

If you make a higher bid for certain audience groups , So when users search for you , Your advertisement may be displayed in a better position . for example , With the help of “ Audiences with similar interests ”, A Jiu can search for “ Mountain Bike ” Our customers are raising their bids , Because this kind of people are also keen on outdoor adventure sports .

Lower bids for certain audience groups ：

Advertising to certain audiences may not be as effective as other audiences , In this case, you can lower your bid when they search for you . for example , With the help of “ Search ad remarketing list ”, You may find that the average amount of shopping basket of some past visitors is low . Then lower the bid for the audience list containing such visitors , May help to improve the overall effect of the advertising series .

Why it needs to be taken into account

The competition in the advertising bidding process is very fierce , So you need to make sure that when some people search for you, they give you the most appropriate bid .

3、 ... and 、 Tailor the advertising content （ Target different types of audience groups for different advertising groups , then , Write targeted advertisements ）

measures

Use the unique advertising content that can most resonate with users to attract different segments of the audience . utilize Google Audience groups , You can customize the advertising content displayed to users according to their situation .

The way

You can create ad groups specifically for a specific audience list , And tailor-made text ads for these groups .

for example , With the help of “ Target customers match ”, You can make an advertisement , Only show to users who have registered to join the mailing list , And state in the advertisement that they will enjoy a discount when they visit your website again .

Why it needs to be taken into account

The higher the relevance of advertising , The better the customer's user experience , Then we can get higher click through rate and better advertising series effect ！

for example , With the help of “ Search ad remarketing list ”, You can create ads related to new customers , And only to them （ By excluding all users who have visited your site in the past year ）.
 

Use the audience to solve user problems

With audience solutions , You can Create a list of audience groups that apply to ad groups , In this way, we can Consider the customer's Intention and Analyze the data , With The most suitable bid take The most appropriate advertising content Put it on The ideal customer . It is very important to do this , Because today's customers want businesses Provide a smooth experience in all channels , Given in due course What they are looking for .

Marketing objectives ： Raise awareness （ Improve brand awareness , Focus on the display volume ）

Detailed audience characteristics

With the help of “ Detailed audience characteristics ”, Advertisers can rely on marital status 、 educational background 、 The age of the children 、 Housing ownership status and other advanced audience features to cover users .

Audiences with similar interests

“ Audiences with similar interests ” A gathering of people who show great interest in a subject .

Marketing objectives ： Increase your preference （ Increase click . Attract more customers to visit ）

Audiences with specific interests

“ Audiences with specific interests ” It can effectively increase the popularity , Encourage those who are studying the kind of products or services you provide and We infer that users who are interested in buying such products or services （ Including users who are considering buying from elsewhere ） Prefer to buy your products or services .

Search ad remarketing list (RLSA)

Search ad remarketing list (RLSA) It can help you to cover the past with your website or YouTube Users who have interacted with the channel .

Search advertising is similar to the audience

“ Search advertising is similar to the audience ” It can help you find new customers whose behaviors and characteristics are similar to those of your re marketing segment audience .

Marketing objectives ： Increase the number of purchases and loyalty of existing customers

Target customers match ：

With the help of “ Target customers match ”, You can upload your own data to Google Ads, Cover a customized segment audience across multiple devices . This feature helps you find loyal customers 、 Exclude existing customers , And to cover people similar to existing customers .

Search ad remarketing list (RLSA)：

“ Search ad remarketing list ” It can help you cover your past customers , That is, those who have entered the thank you page of your website .