How to Target Your Perfect Audience with Google Ads

    There are a few billion searches people do every day. This number was 5.6 billion in the previous year, and it’s only rising.

    The accessibility of the Internet will keep on increasing and the number users who are actively seeking  information and buying things online will too. For many users, their explorations start with Google.

    It is obviously the most popular search engine, and moreover, it provides some impressive opportunities for advertisers. Google Ads is perfect if you seek to build a connection with your future customers of different demographics. The platform provides you with excellent tools and has many targeting settings and allows you to be flexible and reach the perfect audience you need.

    Google Ads is one of the main choices for marketers and advertisers who want to see their first results quickly and attract a wider audience. If you are just thinking about adding the platform’s paid advertisement to your marketing strategy or already using it but the number of settings and tweaks confuses you, then this article will be of great help.

    We are going to discuss how targeting works on Google and how to use it correctly in order to drive conversions . Also, we will be sharing some main principles of Google Adwords setup.

    In-market targeting

    In-market here means that we are targeting users who are already looking for something within your niche, within your market. If someone has been looking for a product from your niche, Google has this data and can use it for targeting this user.

    So the system will show your ads on the most prominent part above search results only for people who have already demonstrated some interest in what you have to offer.

    This is more effective than spending money on showing your advertisements to random people because the buyer intent here is much higher, on average. Besides that, Google Ads allows you to be seen in the first place by a potential customer, showing you above all other search results from your competition.

    Demographic targeting

    The platform’s advertising system also allows you to reach audiences based on their personal data. Generally, it includes age and gender, but Google allows you to dig much deeper.

    People are constantly using Google for every type of search, so the platform has access to a whole lot of info about a person’s preferences, interests, ideology, etc. based on their previous searches. Isn’t that great that you can create a portrait of your audience and target it so precisely? Adwards can go as far into details as what are the political preferences of a user or what music they like to listen.

    That can be extremely effective for reaching exactly the perfect audience. But beforehand it’s crucial to clear understanding, portrait of the audience you are targeting. That requires an initial process of thorough research.

    Using Google for market research

    Google has access to the previous queries of the user as well as their personal info. It means that the platform can track their interests. This provides amazing possibilities for reaching just the right audience.

    But what if you haven’t got a clear understanding of your audience yet?

    If you are still struggling to identify it, Google comes to the rescue. The platform can provide you with data on current trends that is undoubtedly helpful. Also, Google can give some data about the demographics of people who have already made at least one purchase. You can see what are their age, sex, as well as their hobbies.

    You can end up having some very interesting insights that do not necessarily correspond with your expectations. Market research is something that can help you focus your efforts in the right direction and set your targeting to reach exactly the people who will be interested to do business with you. It is an essential part of ppc campaign management process for any company or agency.


    If you already have been the user of the platform’s Analytics, than you will have no problems at all while starting to use remarketing. This feature allows you to target those who already have been to your site. The lists with such users are automatically redirected to the platform’s targeting system, thus you can avoid all the tagging work.

    Remarketing allows you to target users who have already engaged with your business and thus passed the psychological barrier of the first-time costumers. Your ads then will be placed on other sites that they will visit, and seeing your brand again will motivate them more to check you out again. It’s the matter of trust and recognition that comes with seeing the same brand name more than one time.

    The tool can help you in increasing conversion and boosting sales, if that’s your goal. Using it allows you to create a personalized message for different groups of your audience. Your lists can be based on user’s location or even the fact that they have put something in the cart but never finished the purchase. This and many other types of users behavior can be tracked by the system and used while creating targeting lists.

    Placement targeting

    This type of targeting allows you to choose where you want your ads to appear. If you are running an online sportswear store, it would make a lot of sense to put your ads on sites that are all about sports and healthy lifestyle. Placement targeting allows you to do exactly that.

    Besides that this feature enables you to choose where specifically on a site you want your ads to be. Do you prefer placing them on top or on the sidebar? Where do you think your audience is more likely to see it?

    Being seen by your potential customer in the right place not only can help you increase CTRs but also make the person aware about your brand. They might not always click at the very moment when they see the ad, but after seeing it a couple of times, they might want to google your name to get more info about your business when the time is right.

    Look at this example.

    Let’s say a person googled to find out more about diabetes. It means that they might already have it or suspect to have it. So when they see the ad when they are concerned about the disease, they might want to click on it right when they see it. If not, anyway, it will leave a strong impression. And later on, when they might consider buying the product this impression will influence their decision on which brand to choose.

    To sum up

    Google Ads provide wonderful opportunities for reaching exactly the people who will be interested in your products or services. But one may be easily get confused with the huge number of settings and tweaks. So in many cases, if you don’t want to waste your money on advertising that won’t bring you any results when you don’t know much about Google Ads, it’s better to reach out to a professional Adwords PPC agency that you trust. Thus you can avoid many mistakes and money wasting.