Is It Wise to Target PPC Ads to a Wider Audience?

Pay-per-click, or PPC, is a digital marketing tool in which advertisers pay a fee every time a user clicks on one of their advertisements. Over the years, it has become one of the most popular online advertising models. As per recent data, 45 percent of small businesses invest in paid ads and PPC service providers. About 64 percent of them are considering increasing the budget for their PPC campaign management over the next year.

PPC service providers

If you are planning to invest in PPC advertisements, you may be wondering one thing. Would it be prudent to narrow down the campaign to a specific audience or widen the target audience so the ads reach a large number of people?

Targeting PPC ads to a broad audience may be counter-intuitive but it is right for a business that has just started with the paid ad campaign and is looking to create brand awareness and drive massive traffic to its website. Read on to know more.

Why target PPC ads to a wider audience?

Targeting a pay-per-click campaign to a large group of audiences will enable businesses to:

1. Customize better

Introducing PPC ads to a broad audience allows marketers to customize the advertisements better. When businesses target a wider audience at the beginning of a PPC campaign, it enables them to get direct feedback from the viewers and visitors. Based on the analytics and feedback, they can work on future advertisements and improve their marketing strategy. This will eventually lead them to create the most effective ads and find their ideal audience.

2. Rank higher

Pay-per-click advertisements drive traffic to a website through clicks. While ranking websites, search engines analyze click-through rates. The more a website has visitors, the faster search engine bots can crawl and index it. When they see the campaign has relevant keywords, they will rank the advertisement high in organic search results.

3. Manage budget and increase ROI

As per Statista’s data, pay-per-click advertisements rank high with marketers from all around the world. More than 30 percent of them say, out of all digital marketing strategies, PPC provides the highest return on investment. When businesses target their ads for a large group of audience, they only pay for the clicks. Let’s suppose a million people saw the ads but only a thousand of them clicked on them, the business has to pay for the thousand clicks. An effective pay-per-click campaign enables Google to optimize existing data. The wider the audience of a PPC campaign, the more datasets will be available to the business. This will make it more likely for the business to enhance its return on investments and manage its budget.

4. Get fast, consistent, and clear results

Pay-per-click advertisements that target a larger audience deliver fast, consistent, and clear results. They are most suitable for companies that are looking to cash in on a limited-period marketing window such as seasonal sales, special events, holidays, and product launches. When such PPC ads reach a large group of prospective customers, they are most likely to make the purchases due to the limited offer window.

5. Enhance brand awareness

Can targeting pay-per-click ads to a larger audience increase a brand’s identity? Sure it can. Businesses that target their PPC ads to a wider audience take the promotional content to a large number of people. Over a while, the brand gets registered in people’s minds, which leads to higher brand awareness and recognition.

6. Generate more leads

After targeting pay-per-click advertisements to a large group of audience, businesses aren’t limited to their locations or neighboring cities and communities. A widely-targeted PPC advertisement enables marketers and businesses to reach customers outside their area of operations and generate interest and leads from a large number of people.

7. Drive massive traffic to the website

By and large, PPC ads are known to be a massive driver of traffic to websites. As per the latest data, 74 percent of businesses opine that their PCC campaign is the leading traffic generator to their websites. But in the case of a widely-targeted PPC strategy, the traffic increases many times over. As a large number of people view the ads, many of them are more likely to click on the paid ads and visit the website.

8. Get more conversions

If visitors to a website find the products or services promising, they are more likely to give it a try and make a purchase. According to data, more than 50 percent of the people who visit a business website after clicking a paid advertisement are more likely to convert compared to organic traffic. As per the US-based workplace productivity platform Formstack, PPC ads are among the best three conversion generators. Apart from that, PPC advertisements put brands at the top of the search engine results page, where nearly four out of ten clicks go to the top three paid ads.

9. Complement SEO efforts

Even though pay-per-click advertisements don’t directly impact a business’s search engine optimization, it complements their SEO campaigns. The companies that invest in both SEO and PPC will create an excellent synergy between the two key digital marketing strategies and benefit from the two models.

How to target a wider audience?

Here are a few ways to target a wider set of audience:

1. Target similar segments

If you are considering widening the audience base, always aim to target similar segments of prospective customers. For example, a business that sells wallpaper can target people who are buying new houses, moving into new properties, or looking for hardware to renovate their homes. Likewise, a brand that deals with scuba kits can target professional divers, diving enthusiasts, and vacationers to tropical or island countries.

2. Show different product categories

A business dealing with multiple product categories should show different pay-per-click advertisements to target different groups of customers. Let’s suppose, an upcoming clothing brand deals with three different kinds of clothes for women, men, and kids. It can show three different PPC advertisements to target prospective customers looking for women’s apparel, men’s attire, and children’s garments.

3. Customize ads for a large group of audience

To target a wider audience, it is crucial to customize ads for a large group audience. Create a variety of text content and images to appeal to a large base audience. Make sure to optimize the ads for mobile devices and use responsive displays. Craft interesting call-to-action buttons to entice viewers to take the desired action.

4. Broad audience targeting in language and location

When you are looking to widen your target audience, broaden the language and location targeting. Ensure to target all languages and locations in the pay-per-click campaign settings. This will take the advertisement to a large group of people and enable them to view the content in their preferred language.

Summing up,

PPC is extremely effective as it puts a brand directly in front of the prospective customers who are looking for the products and services it offers. By taking the marketing strategy to a wider audience, a business increases its chance of getting higher clicks and traffic to its website. A widely-targeted PPC campaign has a higher rate of conversions and a high return on investment.

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