A huge perk of online marketing is the ability to target your ads to people expressly interested in your services. If a person is online, searching for information or professionals related to tinnitus, for example, you can clearly define that in your ad’s parameters and increase the odds that she or he will click through to your website. It’s these detailed targeting features, along with a notable cost-effectiveness, that’s made digital ads a popular option for businesses looking for increased traffic (both online and in-person).
Advertising services like Google Adwords and Sponsored Ads on Facebook offer an impressive array of details about the people you want to show your ads to. Whether you target people searching for topics related to your business, specify their location, or even define the kinds of interests they have, you can expect your campaigns will be shown to the right kind person.
Consider the possibilities for your business if you could directly reach the people in need of your services. Below we walk through what’s possible with precision targeting on two of the leading online marketing platforms: Google and Facebook.
When in need of local services, an increasing number of people are going online to research their options before visiting any office or store in-person. In fact, 97% of people reported going online to look for a local business just last year. These kinds of pursuits usually start with people using a search engine like Google to find businesses that meet their needs. The words they use to perform their search include keywords for the respective industry they’re interested in. And these keywords are prime targets for online ads.
Through Google Adwords, keyword targeting can enable a business to place their website at the top of the search results and on related websites. It’s a versatile approach to finding your customers online as it offers a wide array of options for narrowing in on your ideal keywords. For instance, the keywords, “hearing loss” could be set up to trigger your ad when used in a phrase (such as, “symptoms of hearing loss”), by itself, and as broad or precise as you prefer.
Keyword targeting on Google can vary widely in cost, with the most popular (and obvious) keywords for a given industry costing the most. On Facebook, targeting audiences based on specific keywords doesn’t increase the cost, but can either increase or decrease your audience selection, ultimately defining the number of people likely to see your ad. The benefit of both platforms, however, is that you only pay for your ads when someone actually clicks them (hence, pay-per-click, or PPC, advertising).
Targeting people within a certain distance from your office is an ideal choice for marketing your practice. It significantly boosts the number of people your ads will reach and also helps bring the cost down for highly competitive keywords (like “hearing loss” or “hearing aids”).
Location targeting is available for ads on both Google and Facebook, but is more advanced on Google. A targeting strategy known as “geofencing” has become popular for targeting audiences in specific areas, allowing marketers to place a virtual fence around a location and target only those people inside of it, as well as anyone who crosses into that space.
The novelty of geofencing is its use of GPS in conjunction with targeted ads, allowing a level of location precision never before available. For instance, an ad can be set to target people visiting a competitor’s business, or temporarily be set for a relevant event (i.e. a loud rock concert, etc).
Facebook ads allow the specificity of locations on the city, state, and country level, but their limitation with location targeting is more than made up for by their detailed personal data for audiences.
Basic demographic qualifiers, like age, gender, country of residence, and language are adjustable for ad targeting on both Google and Facebook. But the similarities in audience targeting quickly end there, as Facebook’s giant trove of data about its users is far more granular than Google’s. From pages people have liked, to their profession, income level, education, interests, behaviors, and even recent life events, Facebook has a long list of personal data that proves useful when trying to market to a specific market online.
The trick with audience targeting on both Google and Facebook is to find the sweet spot of accessing just enough people without diluting your targeting goals. Keep things too broad and you’ll run the risk of people not being interested in your ads. Make your parameters too narrow and you’ll risk not enough people seeing your ad at all. Finding that elusive sweet spot requires some trial and error, but by diligently following the metrics of your campaigns and adjusting your ads and targeting accordingly, you’ll eventually settle on audience parameters that deliver the conversions you’re seeking.
Online marketing has proven to be significantly more successful for business owners than traditional marketing ever could be. And it’s not hard to see why: targeting your audience is easier and more precise, campaign tracking is rich with detail and enables you to make necessary adjustments instantly, and more people are looking online for local businesses than ever before.
If your business has yet to take advantage of online marketing, be it through PPC ads or a strong online presence, there’s no better time than now. Contact us to find out how our clients are realizing growth in their businesses they never thought possible.