I often emphasize something here on the Orgânica blog — and it is: know your audience !
If your business already has a website with accumulated metrics , social media profiles, or if your company already has at least a small group of customers, you can start gathering the most important data about these people to identify your ideal audience in the infinite ocean of the Internet!
By identifying your audience’s tastes switzerland telegram data and behaviors, you can expand your reach by thinking about potential customer profiles that are similar to your current buyers or followers.
This projection will give you clues on which keywords to use to build your PPC strategies!
Keywords are single words or a set of terms (a short phrase) that your audience types into social media or search engines to find:
- Answers to questions;
- Solutions to problems;
- And facilitators to make wishes a reality.
Because they play such a tailor your email types and content to each segment fundamental role in the awareness journey of anyone browsing the Internet, keywords play a fundamental role in PPC as well: the platforms that serve ads use keywords to identify the relevance of your ad to your ideal audience!
When people type in the terms you prioritize to have your ads displayed, that auction process will kick in to show (or not show) your content to those you’d like to impact!
It is worth noting that, in addition text services to knowing the keywords that are most appropriate for your ideal audience (those that your audience probably uses to find the solutions that your company offers on the Internet), it would also be important to know the “negative” terms.
Negative keywords are those you choose
To prevent your ads from being shown in searches on search engines or social networks that involve such terms.
Let’s say you created an ad set using the keyword “dog breeds.” I would recommend that you use any phrases that use the word “breed” outside of a canine context as negative keywords, such as “people breeds” or “canary breeds.”
In addition to saving your campaign from unnecessary clicks (generated by people who are curious about your ads but have zero interest in buying your dog products), it would also save your brand from getting involved in sensitive or politically charged research (in discussions about inequality, for example).
It’s just another way to ensure that you only show your ads to people who are most likely to click on them and convert , ignoring everyone else!
Choose the platforms
Knowing your audience is extremely important because the keywords they use can vary depending on the platform they are on.
Since auto-suggestions appeared on websites like Google or apps like Instagram, the platforms themselves have started to complete or even reformulate the terms that their audience tries to write in the search bar!
Are you going to feature a lot of images or videos in your ads to reach an audience that relies more on visuals to get answers from the internet? Instagram and Pinterest could be good solutions for you.
Is your audience more literal and prefers long-form text results and product reviews? Perhaps displaying your ads in Google results or on a highly opinionated platform like X (formerly Twitter) would be more worthwhile.
