PPC marketing campaigns are some of the most lucrative in the digital marketing industry. With as high click-through and conversion rate as you refine your audiences and push in, in terms of budget, PPC campaigns have been providing businesses a solid revenue turnover for over a decade. Yet, mastering audience selection is something many marketers mix up when setting up PPC campaigns.

Almost certainly, every marketing campaign will have priorities when it comes to audiences and targeted customer base. Identifying the right audiences can hold the key for businesses to strive in the times to come. Selecting audiences who simply do not afford your products or don’t have any preference towards them will almost definitely go to waste. On the other hand, even when your products reach to a smaller but relevant audience, your business will get better results.

This article focuses on the 5 audience types you definitely don’t want to include in your PPC campaigns. Read through to refine your PPC campaigns and make the most from your available budget:

1: Existing or Current Customers

Although your existing customers might have bought products from you already, depending on the nature of business, targeting them again would usually go to waste. For service-based business or ones that only have a few products, current customers should almost always be excluded in a PPC campaign.

Current customers can be excluded by uploading customer match list with the list of emails those existing customers use. System will match their emails and exclude them from the next list of target potential buyers. Additionally, you can also retarget people who have visited your website and left without paying for anything if you have a web-based login system.

Yet, you have to think intelligently while running a PPC campaign and targeting customers. Larger ecommerce websites that have hundreds of products might want to target existing customers as well. In these cases, existing buyers will carry a level of trust and will want to buy from you. Further tweaking can also result in different products being highlight to existing customers to ones they have already purchased from your website.

It is a fine balance between making your PPC budget go to waste and making use of it. Exclude existing customers when you have limited products or services to gain better conversions. This would increase your ROI ratio for the PPC campaigns.

2: Job Seekers

One sure type of people you want to exclude from your PPC campaign is job seekers. Some people might be visiting your site and looking to find a job on your platform. If some visited a motor parts site to find a job, they will certainly not be buying engine oil for instance. Retargeting site visitors that only come for the purpose of seeking jobs is definitely a waste.

Fortunately, there is a way to exclude job seekers from your target audience in PPC campaigns. Build a URL-based audience for the careers page on your site to identify job seekers and exclude them. For sites linking to third-party job application sites, tracking clicks to that site as a Google Analytics event and then build your audience can help with their exclusion. It is a tricky process but will be well worth it.

Reason for doing all this is to show your PPC ads to people who might have interest in your products and not just your site. Ads going to waste can cram up your PPC budget without really generating any real conversions.

3: After Sales Support Seekers

Another type of audiences your website might get is people who seek support for their recent purchases. They are usually existing customers or people looking for answers to their queries. Most likely, these people will not be shopping for new products but only looking for support for their existing products. As these people will fill forms on your site and list their email on the system, it is important to also exclude them if they get automatically picked up.

Building retargeting audiences that are based on URLs linked with support section on your website helps excluding them from future PPC campaigns. This way, these support seekers will not eat up a portion of your PPC budget keeping it free for new leads. There is a way to do this in the PPC campaign as well. Be sure to implement it and get high ROI ration.

Surely, in other cases, you will want to target existing customers. But with these support seekers, it is difficult to sell them again. If your support seekers are happy for what they get, they can be upsold any other additional products as well. Remarketing other products to these happy buyers can work but is like a needle in the haystack. You are better of by excluding them from any PPC targets.

4: Audiences Retargeting in Non-Retargeting Campaigns

For dedicated retargeting campaigns, ensuring your ads are not reaching the same people in other campaigns is the best way. Proper segmentation by audience is available when this setup provides both data and ad messaging. Also, when your new ads are not reaching the same people who have gotten them some times before, it frees up the views for newer audience.

Consider running an interest targeting PPC campaign on Facebook for instance. Users landing on your site from that PPC campaign get added to a retargeting audience. Although, these will be served separate messaging, they will fall well under the original interest audience. To avoid duplication, be sure to exclude the retargeting audience in your PPC campaign making most from your budget.

Refining PPC Audiences Brings Best Results

PPC campaigns work on a budget. You get return on your budget spent. There are many different options to refine your audiences. Only by channeling the right audience through your campaigns, you will get best results from them. Brainstorm as much as you need and refine your audiences to gain best ROI ratios.

How seo.com Can Help!

Are you looking for the most refined audience for your business PPC campaigns? www.seo.com.pk provides best PPC Campaigns for business of all kinds. We are based in Lahore, Pakistan and provide high-quality PPC Campaigns for businesses from around the world. Our affordable Digital Marketing Services make your business successful in quick time. Call now or email us about any of your enquiries. We will polish your PPC campaigns in the most efficient way offering highest ROI.