How To Revamp Your Search Strategy with Audiences
In the world of Google Search, keyword targeting has become the most specific method of reaching out to customers with the intent of purchasing the products and services your dealership has to offer. Traditional keyword targeting also ensures ads are within relevant context by including several metrics such Quality Score and Click-thru-Rate. However, no matter how granular you try to be in your keyword basket, it’s difficult to understand audience behavior based on their keyword searches.
With the launch of remarketing lists for search ads (RLSA); intent, context, and audience were combined to create a search campaign tailored to past visitors of your site who are searching Google for your dealership, vehicles, and services. Since implementing RLSA’s to our accounts’ strategy, remarketing has now proven to be as successful at targeting past website visitors on the Display and Search Network.
Now, we are able to combine the success of keywords and RLSAs by adding different ‘bid only’ audiences to your targeting strategy in the Search Network. By adding different audiences to our ad groups, we can serve ads and unique landing pages depending on the audience the customer belongs to, the next time they conduct a generic Google search.
For example, we can add shoppers looking to buy a Honda Civic and a Honda CR-V on separate lists, and the next time these users search for “new Honda”, we can serve them either Civic or CR-V specific ads with landings pages that lead them to claim an offer or book a test drive for their desired model.
Coupled with Customer Match targeting, we can move prospecting car buyers down the conversion funnel from researchers to loyal customers.
Here at Strathcom, we are dedicated to improving our skills and knowledge by staying up to date on all new PPC trends and products. Call us today to get started on your new PPC account!