Several weeks ago, I wrote about the importance of audiences in PPC. More than ever, audiences are becoming one of the main way we reach potential customers in PPC – as important as keywords. But who is the audience, exactly?
Audiences, Broadly Speaking
Broadly, your audience is whoever is buying your product. Large B2C retailers like Amazon probably don’t spend much time defining their audience – it’s anyone with a credit card, really.
But for most advertisers, it’s important to drill down a little deeper than that. For many consumer products, the audience is obvious. People buying diapers tend to be parents of babies. People buying guns tend to be male. There are always exceptions, but you can hit 80-90% of your audience by doing some simple targeting.
B2B Audiences Are Challenging
In B2B, audience targeting is a little more challenging. There are multiple stakeholders involved – product users, executive decision-makers, administrative assistants, purchasing departments, and more. How do you figure out who to target?
Verticals Dictate Audiences
In some ways, the audience depends on the vertical. If you’re selling software, the first person to target is the end user. Even if that person doesn’t make the final purchase decision, they’re going to be the one asking for the software. For example, I’d been looking for a solution to help with ad testing for years. When AdAlysis came out, I immediately started begging my boss to buy it. I was relentless – and it paid off. But I didn’t write the check – my boss did. If I were advertising for AdAlysis, I’d go after the PPC practitioners, not the vice presidents of search who likely aren’t actively managing campaigns.
For other verticals, targeting C-level executives makes sense. Let’s say you’re a medical equipment provider who’s developed a new piece of equipment that saves time and makes a more accurate diagnosis. You could target the end users, but it may make sense to target the hospital CFO or the finance director, who’s looking for ways to make the hospital more efficient. End users may not be aware of the product, and may be happy with the way they’re currently doing things, but if you can convince the CFO, you’re likely to make a sale.
Business Size Does, Too
Business size plays a role, too. The larger the company you’re targeting, the harder it is to get through to C-level folks – they’re inundated with marketing messages already. You may be better off reaching their executive assistant, or going lower down the ladder to mid-level managers.
Understand that when you’re trying to reach large companies, you’ll have to get creative with your audience, and with your messaging as well, to break through the clutter.
And if you’re targeting small businesses, understand that employees wear many hats. The CFO is probably the entire accounting department. The web developer is probably the graphic designer, and maybe the software/tech person too. The owner may be the CMO, CFO, and CEO all at once. These are busy people, so if you can come to them with solutions to make their lives easier, you’ll get through the door more easily.
If you’re working with larger advertisers, they’ll often have a detailed understanding of their prospects, and may have personas. A persona is a representation of your audience segment. (BTW – this link has a great how-to on creating personas).
Here’s an example of a persona that gyro created:
Personas help define not only who your target audience is, but how to reach them. Ideas for paid social targeting practically jump off the page – age, education, gender, and other characteristics are listed right there. Pain points that could be used for search keywords or ad copy are also there: patient care quality, accountable care, etc. Personas give you a great start in identifying your audience.
Determining who is in the audience is the first step to successful audience targeting. What are some ways you define your audience? Share in the comments!