Stop wasting money on Google Ads

By Mike McNeaney | 2 min read

The world of online advertising is complicated and changing daily. Here’s a quick primer to get you through the first and most important step… finding your audience.

Becoming a Google-Ads ninja is simple: 

Step 1: Find your peeps 

Step 2: Hit them with an ad when they’re ready to buy

But this is way harder than it looks. The world of online advertising is complicated and changing daily. Here’s a quick primer to get you through the first and most important step… finding your audience. 

Define your customer

Before you start spending money on Google Ads you need to know your ideal target customer. Consider things like their age, gender, location, and income level. Also, think about their interests, behaviors, and preferences that are relevant to your business.

Google’s targeting tools

Google Ads offers different tools to help you reach your desired audience

1. Affinity audiences

Affinity audiences are people with similar long-term interests and habits. By selecting relevant affinity audiences related to your industry or niche, you can show your ads to people who are more likely to buy.

2. In-market audiences

In-market audiences are people who are actively researching or showing an intention to buy products or services similar to yours. By targeting relevant in-market audiences, you can reach potential customers who are closer to making a purchase.

3. Custom intent audiences

Using custom intent audiences allows you to create your own audience based on specific keywords, URLs, or topics. By defining your own audience, you can reach people who are actively searching for, or engaging with, content related to your business.

4. Demographic targeting

Demographic targeting lets you narrow down your audience based on specific demographic factors. By analyzing your target customer profile, you can adjust your campaign settings to target specific age groups, genders, or locations that align with your ideal customers.

5. Keywords & keyword research

Keyword research is an important part of effective Google Ads campaigns. It helps you discover the specific terms and phrases that your target audience uses when searching for products or services like yours. By finding relevant keywords, you can optimize your ad copy, landing pages, and campaign structure to match what users are looking for. Use tools like Google Keyword Planner or SEMRush to explore search volume, competition, and related keywords. Aim for a balance between high-volume keywords to get more traffic and more specific keywords that target your niche.

Analyze and Optimize

Once a campaign is running, we regularly analyze its performance to see which audience segments are delivering the best results and how our clients’ keywords are performing. 

We look at metrics like click-through rate (CTR), conversion rates, and competitive metrics. We use this data to improve the targeting strategy, allocate budget more effectively, and optimize campaigns for maximum impact.

In this ever-changing, competitive world of pay-per-click advertising, identifying and targeting your best audience is crucial for success. 

By combining effective audience targeting with strategic keyword research, you can drive valuable conversions, maximize your campaign’s effectiveness, and achieve optimal results on Google Ads by showing yourself to the people who matter the most.

Mike McNeany, Google and Facebook Ad Specialist.

Mike McNeaney

Mike is a data junky. He manages Facebook and Google pay-per-click advertising for Story Digital clients as well managing and interpreting information in Google Data Studio.