Like anyone else, when we create a PPC campaign for law firms or for and other of our clients, one of our first thoughts is:
Who is the intended audience for this product or service?
This particularly vital since we handle many clients in business verticals where the cost per click can be quite expensive (like lawyers) and there is little room for error or guesswork.
When we begin creating PPC campaigns we take an approach of creating for core audiences first. With this strategy you build a specific campaign, with a small amount of keywords that only targets one specific ideal (core) audience. Once the campaign produces a profitable return on ad spend with this specified audience, we then build out to more tangential audiences.
This requires a lot of saying to the yourself (and the client) –
No, while that is a good audience, it is not the ideal audience so we are not going after them in the beginning.
Sometimes in your mind it seems like you are turning away perfectly good leads and sales – but that is just wishful thinking. In the real world you are actually setting yourself up for success.
Who is Your Core Audience for Your PPC Campaign?
Like anything else in advertising/marketing your core audience for your PPC campaign depends on the specifics of your business, – but that is a such a generic answer so let me give you an example.
Let’s say for example that you run a yoga studio. Through research and understanding of your actual customers you discover that the vast majority of your clients are women in their 30’s, with 2 kids, who live in a 15 mile radius and are most interested in the relaxation aspect of yoga. While there are some men as, well as some younger women as well as people who are into the fitness aspect they do not make up the majority of your paying clients.
This very specific audience of women in their 30’s, with 2 kids, who live in a 15 mile radius and are interested in the relaxation aspects are you ideal audience to start crafting your PPC campaign to attract. You could utilize certain images and copy that is tailored and connects with them. This could include women lying on Yoga mats looking relaxed, special deals for parents and even imagery of local landmarks.
The Problem of Starting With Tangential Audiences
In the example above with Yoga, you might be saying to yourself
Adam, why not target everyone – it seems like you are leaving money on the table by not hitting everyone that you can.
I thought that as well when I first started with PPC, but it is not the case because of the way PPC works.
With PPC not all clicks are created equal. You may in fact find a man in his 60’s who is interested in Yoga, but you will probably have to get 30 clicks on your ad from those that are not or are only kind of interested (why people click on ads for things they are not interested in is for another article). Meanwhile, you have spent a portion of your budget unprofitably on clicks that could have gone to your ideal audience. Your ideal audience would have clicks that convert (a conversion is the business action that you want users to perform on your website, usually filling out a form or making a purchase) and where the revenue would come from.
Additionally, when you try to market to everybody you market to nobody. These ads that are not highly tailored and specialized would not even be appealing to your target audience because they are too general. You are shooting yourself in the foot again by not going after the core first.
Finally, you need to target your ideal audience because if you can not get it right for them than you cannot get it right for any other audience.
Wrapping It Up
What you want to do is build your initial campaign around your core audience and spend your budget on them. There are often more people in your core audience than you previously thought, and the only way to know how many there actually are as well as what they respond to is that is to actually run PPC and look at the data that comes in.
Don’t start off by shooting for everyone – work on getting it right for your target audience and once you do you can push it out to tangential audiences.
Funny Core Image from Pinterest