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How to use in-market audiences for better search campaigns

30-second summary:

  • Today, digital business is gaining ground fast, especially with the coronavirus pandemic pushing more business and marketing operations online.
  • In the virtual business space, it is all about each enterprise targeting the maximum interested audience as the center of its campaigns.
  • Indeed, audience targeting has become a common measure to enhance enterprise marketing campaigns.
  • Co-founder and Director of eSparkBiz Technologies shares all the tricks and tips to use in-market audiences for better search campaigns.

Audience targeting refers to establishing networks with audiences that are present in ad groups. Thereby, you can shout out to customers according to their personality, behavior, likes and dislikes, research and information, and previous liaisons with your business. So how does audience targeting bring positive results to come ad and marketing campaigns? Where does the in-market audience come into play?

Firstly, audience targeting maximizes the reach of your campaign: more people get redirected to your campaign link while surfing other webpages, applications, or content. So, how does the audience target exactly function? We will go into details of in-market audiences.

The mechanism of audience targeting

There are different kinds of campaigns for which audience targeting is applicable. For instance, display campaigns are personalized for groups of users with distinct likes, tastes, and personalities.

Moreover, Google allows you to choose from a vast assortment of fanbases, such that those belonging to the travel and tourism, global business, the sports world, and the others. To help in your effort, Google Ads curates your advertisement as per such groups and caters to their specific group-oriented interests. Keep in mind that the information used to select audience groups, like, page visit history, past Google searches can also enhance the targets and measures of your campaign effort.

How do you locate and address various types of audiences in your campaigns? Given below are some examples.

1. Display campaigns

  • Preferences: Deal with preferences, customized affinity, behavior-pattern, and interest-based targeting of users.
  • Demographic data: Extensive information with overarching implications on targeting
  • Life events: Come to the big occasions, come to the targeted campaigns
  • Individual in-market intent: Target users according to their latest buyer preferences
  • Remarketing: Shout out to your loyal customers and previous users
  • Customer resource management (CRM) factor: Use your detailed CRM information to address interested buyers
  • Other interested clients: Expand your horizons by branching out to new customer bases

2. Search campaigns

  • Affinity: Regular activities, patterns, and preferences of individual users are evaluated and targeted
  • Demographic information: Target users based on their individual social, economic, and health data
  • In-market traits: Gauge the specific buying intent and target clients accordingly
  • Remarketing: Renew your relationship with your loyal customer base
  • CRM utility: Use your CRM information solutions to reach out to customers
  • Related customers: Find and engage with new potential customers who display preferences identical to your existing customer base

3. Video campaigns

  • Affinity/curated affinity: Interact with users while catering to their strongest passions and preferences
  • Demographic data: Again, personal information regarding age, work, livelihood, etc. can be used to infer buying decisions
  • In-market behavior: Based on your campaign on the latest buying decisions of your users
  • Remarketing: Reach users that have already availed of your products in the past
  • CRM customers: Based on nuanced CRM information, reach out to your most active and keen audience
  • Related users: Again, branch out your customer base by attracting new ones with similar likes and interests

How to target your audience

What do you do after the buyer preferences, desires, behavior patterns, and reasons have been analyzed and integrated? In the next step, you need to classify your user base into specific groups, each of which will be targeted for unique marketing campaigns that cater to its needs. In turn, your promotional content and advertisements will vary from group to group. Time to pick, choose, and advertize. So, we will look at the different types of audiences and how to address them via your campaigns.

1. Affinity audience

An affinity audience is the easiest to rouse! By finding out their income, lifestyle, interests, and purchase goals, you can integrate and use such data to attract them to your products and services. These customers are more likely to showcase their preferences in the market.

All those who place ads on Google are allowed to address their affinity audiences through Gmail, video, display, and search efforts.

2. Custom affinity audience

This is more specific than an affinity audience, a custom affinity audience is synced to its preferred brand. If affinity audiences are floating users whose attention towards your products may falter at times, custom affinity audiences are anchored to your company. How are customer affinity audience groups evaluated? Given below are the salient factors:

  • Likes and habits, marked as crucial keyword phrases
  • Relevant website URLs, utilized to categorize interest groups
  • Novel and interesting locations, trends, and lifestyles that grab eyeballs
  • Sleek, smooth, and speedy applications that aid and abet affirmative customer decisions! In turn, all your advertisements will turn up on the smartphone devices of your app users

3. Major milestones/life events

How do you keep yourself in the good books of your customers? How do you encourage them to associate your brand with positive, happy emotions? For this purpose, you must gather certain data on your best audience: this includes major milestones like a degree, a job, or an award, birthdays, weddings, and anniversaries. Make your customers feel special on auspicious occasions. Wish them via YouTube notifications, Facebook videos, Gmail, and more. Because a little bit of daily joy goes a long way!

However, you want to ensure that your tone and messaging appeals to the audience without overdoing it.

Compared to various life achievements, occasions and events are less in number. Therefore, a campaign targeting major life events is bound to have limited outreach. Still, such events are likely to coincide with buying decisions, maybe even some binge shopping. Thus, the field becomes open for a couple celebrating their anniversary: from apparel, crockery, furniture, to packers and movers, smartphones, food, and unique gifts, every product stands a chance.

4. In-market audience

In-market audiences are either loyal customers who are delighted by your products or interested clients who have been checking your brand out on virtual media. You can create your in-market audience group from these customers and facilitate leads by targeting them in your marketing campaigns.

Simply put, in-market audiences are potential leads that have a high probability of conversion. Thus, by focusing your campaigns on such groups you can not only reach more interested customers but also maximize your subsequent sales!

5. Demographic data

Using thorough demographic information about your customers, you can address broad sections of people with similar or identical interests, such as high school students, homemakers, caregivers, and more.

6. Customer match

Why is customer match so helpful in relation to inspired campaigns? Because it slows you to deploy customer information (online as well as offline) to attract and retain customers across a wide range of virtual platforms. With such helpful data, customer match designs and presents the best ads to the most interested customers. The kind of advertisement depends on the customers’ preferences and decisions.

7. Other relevant audiences

Always look to broaden your horizon, as new customers await your amazing products! Other relevant audiences with similar or identical behavior or tastes (in relation to your industry, brand, or products) are the future of your brand, new customers waiting to be enticed. To this end, Google Ads deploying state-of-the-art machine learning algorithms to create and modify similar audience lists.

It is common knowledge that the method of targeting audiences has heavily influenced the context in which pay-per-click (PPC) experts design their marketing efforts. It makes their efforts more nuanced and updated as per pre-existing and real-time data. Thus, they can zero in on plenty of potential customers who are uninitiated with regard to your brand.

How can you leverage in-market audiences for more enhanced and fruitful search campaigns? Given below are some effective ways in which you can approach this task.

Remarketing Lists for Search Ads (RLSA)

RLSA is the easiest method by which you can integrate your special audience with your current keyword strategy. Here, you must aim to attract customers who are already in your marketing list, who have already had a satisfying experience of product purchase and use and are likely to be back for more.

In turn, RLSA provides abundant research and analysis possibilities for those who want to make their products sell in standard marketing and sales platforms, both real and digital.

Using timely but standalone campaigns, you can deploy all the marketing and buzz-creating tools provided that you use them to curate your campaigns in line with the interests of broad customer groups.

Remarketing with Dynamic Search Ads (RDSA)

Just like RLSA, RDSA involves the merging of retargeting lists with a unique kind of advertisement: Dynamic Search Ads (DSAs). This enlivens the process of audience interaction and lead generation.

In a nutshell, DSAs expand the outreach of search efforts by including keywords that do not necessarily belong to the existing list of search keywords. From the content available in a given webpage, DSAs seek outstanding queries.

If you use RLSA and DSA in tandem, your search campaign will allow you to stay connected and consolidate relationships with users already on your in-marketing list and inputting keywords that turn out to be crucial but are absent from your keyword lists.

Omission of users

Just like selective inclusion, selective exclusion regarding PPC can also be beneficial to your marketing campaigns. How so?

Think about a client whom you have already engaged with once. For instance, a local business trying to attract new customers need users to only log their personal information once, perhaps in a form. Why should this business spend on trying to get the same clients to click on its ads? That amounts to overspending without a cost-effective plan.

Therefore, make it a habit to create concrete lists or groups of audiences according to their affinities and pet peeves. Once you have the informed lists in your hands, you can rest assured about including the same clients for repeated search/PPC campaigns. As a result, you can increase the possibility of conversion and reach out to more customers.

Other relevant audiences related to search campaigns

A positive attitude towards search campaigns always seeks to branch out, foray into new customer groups and spaces where they browse niche products and brand new services. To grab and hold their attention, you need to go off your customer lists and into uncharted waters.

Here, Google comes in handy as it revises your remarketing audience groups to create a refined list of customers with increasingly identical browsing patterns. With such crucial aid from the search engine, you get a readymade list of interest clients waiting for the experience only you can provide!

More often than not, these clients will be uninitiated to your brand and its amazing search campaigns. After they become part of your campaign lists, you can interact with them in the same manner as your previous search campaigns.

In-market audience

Last but definitely not the least, in-market audiences are those customers who you do not directly target but still obliquely address in your search campaigns. Clearly, catering to their likes wants, and behavior is a step that will require innovations from current and future marketers.

Found on Google Display Network, in-market audiences are created by Google algorithms mainly depending on buyer behavior. In turn, you can use such lists to enhance and strengthen your search campaigns. This audience group behaves like a lot of relevant or similar audiences and generally displays high-quality latest, and dominant consumer trends across particular markets.

In summary

This article presents a comprehensive account of how to make the best use of in-market audiences for successful search campaigns. Indeed, there are plenty of approaches through which you can utilize your audience lists in your search campaigns.

Most of them don’t even require much exertion or time on your part. The one golden rule? Always prioritize your re-marketing lists, so that you can update and use them frequently to reach out to your best clients.

If you devote a little bit of your time and effort to these lists, they will pay great dividends to come search campaigns. Therefore, you must not only update your lists but also modify them according to criteria such as client preferences, general behavior, and buyer trends, to name a few. As a result, you can use the clients include in this list and target audiences to be included or excluded, depending on your plans. All the best!

Harikrishna Kundariya Co-founder and Director of eSparkBiz Technologies, a mobile app development company. His 8+ experience enables him to provide digital solutions to new start-ups based on IoT and chatbot. You can connect with him on LinkedIn.

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