Why target your PPC ads to a particular demographic?

by MrBlobby

Posted: 9 years ago 11 replies

PPC/SEM

Hi all,

I've seen a lot of people talking about paying attention to demographics when doing PPC ads, but I'm a bit confused about the benefit of this.

What's the point in targeting your PPC ads to a particular demographic? If my target market is mostly men aged 20-30, living in USA, married with kids, why would I want to restrict my ads to just that group? If a 90 year old woman, living in France, single without kids, is interested in my products, I'm happy to sell to her. So why limit my ad reach?

If I was being charged per impression, then it would make sense--there's no point paying to show your ads to people who are not likely to be interested. But PPC? People only click if they are interested, don't they?

MrBlobby

#ads #demographic #ppc #target

alvinchua91 9 years ago

Because your CTR would be higher if you target only people who are likely to be highly interested in what you have to sell. Usually (on large PPC networks) a high CTR equals lower cost per click.
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- MrBlobby 9 years ago
  
  Oh, I see. A high CTR equals lower cost per click--does this apply to Facebook, Google and Bing?
  
  Thank you alvinchua91.
  
  Thanks
  
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  alvinchua91 9 years ago
  
  Originally Posted by MrBlobby
  
  Oh, I see. A high CTR equals lower cost per click--does this apply to Facebook, Google and Bing?
  
  Thank you alvinchua91.
  
  Yes, a high CTR equals lower cost per click under all normal circumstances for Facebook and Google. I don't use Bing so I can't say for sure, but logically it would be the same case for Bing too.
  
  Thanks
  
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BranTheMan 9 years ago

I can see where you're coming from. Depending on what it is you're promoting, you don't have to restrict yourself.

If your target market is men aged 20–30, living in USA, married with kids, then these are the folks who are going to be most likely to buy your products... Not to say a 90 year old French woman never would, but since she's not within your targeted audience, then why waste your money having people like this clicking your ads if she's going to be LESS LIKELY to buy your services?

It's all trial and error with PPC. Run different campaigns targeting different demographics and play around with the wording until you can find what converts best for you. It is very possible that the 90 year old from France could convert better, but you'll never know until you try.

My audience is targeted to the US and Canada with every single campaign that I run... Sure someone from France could also be interested and buy, but I have found that it's best to just exclude them from my campaigns since they're not within my targeted audience and bounce back.
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- dburk 9 years ago
  
  Hi MrBlobby,
  
  As mentioned improving CTR one of the benefits of targeting demographics, but not the only reason. Different demos will often respond differently to the same message.
  
  You can test various ads using different selling points to see which selling points work best for each demographic group and tailor you message to fit that group. You can also adjust bids so that you have the optimal bid for each group which can greatly enhance the ROI of your campaigns.
  
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  MrBlobby 9 years ago
  
  Thank you BranTheMan and dburk. That's very helpful.
  
  Thanks
  
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  esmarshall 9 years ago
  
  Because its your best chance of a sale and if your going to put together an effective sales message, it has to be specific
  
  "you can't appeal to everyone" and if your message is too broad, it wont appeal to anyone....which means less optins & less sales, so its best to carve out a highly targeted audience and spread your message to them
  
  hope this helps
  
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RichardSalinas 9 years ago

Because you want to split test the demographics, different age segment will react to your ads differently..
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winnermarketing 9 years ago

If you are confused about this point is better you learn a little bit more.
However, you must restrict your area so you can optimize clicks/views factor and
you can pay less money to your clicks!
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CharlesWells 9 years ago

You do that because you want to get best bang for your buck, by separating them in different groups, you can now see which segment will perform better and you can remove the duds..
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Samfakroon 9 years ago

Hello

The same strategy will work for FB even Google. Please not Majority buyers are in USA depending on your Niche. Best way is to run you offers and Track Sales that way you are sure which demographic is converting for you and which is not, that being done you can then apply the same on your campaign and optimise it to convertion. That way your EPC increases and your CPC reduces thats the game.
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