Eminent Audience Tactics To Improve Your Google & Bing Ad Campaign Performances

Advertising a brand through the digital way has become the trend to put your business identity across the web, and paid marketing is one of those heavenly digital marketing solutions that could present your company in the best possible way to the consumers. When it comes to paid marketing, often referred to by the term ‘PPC advertising’, the first thing that comes to the mind of the marketers is 'Google AdWords’ (now, Google Ads). On the lines of the same, a majority of techno-marketers think that PPC advertising is more like 'Clash Of The Titans' wherein the PPC services of the two tech-giants, Bing Ads and Google Ads are at war against one another. Going by survey reports, marketers prefer Google Ads, and other advertising platforms like Bing Ads go ignored by most of them. 

Before getting to the fine details of how we could work on improving the performance of the Bing Advertising services and Google Ads services, we give you a quick peek on what exactly are Google Ads and Bing Ads, how they work as paid marketing strategies, and how beneficial they are for advertising purposes.

A Glimpse About Google Ads

Google, being the popular tech-giant ever, has been working on bringing some revolutionary strategies to the digital marketing industry, and its paid marketing services, customarily known as Google Ads, is one of those blessings in disguise to most small, medium, and large-scale businesses. When implemented well, and executed accurately, Google Ads have the potential to reach to a larger, yet a relevant group of online audiences, who are probably waiting to know what you are offering. Being the flexible marketing platform that it is, Google Ads helps create customized campaigns that will work to hit the bull's eye and bring in literally loads of relevant traffic to your website..

A Look-See About The Bing Ads

Although Bing Ads have a lot to catch up to reach the peaks at which Google Ads stand now, it wouldn't be fair to declare that they are not one of the effective paid marketing services.  Be it the Bing Partner Program, the option to target across expanded devices & geographical locations, site link extensions, treating negative keywords differently, etc., Bing is working on improving its paid marketing services. When compared to Google Ads, Bing may lose to its volume count. However, it undoubtedly compensates for this loss with its performance, and since there is relatively lesser competition for advertisers to bid with Bing PPC, the clicks are relatively cheaper than Google PPC.

Coming to the core of the topic, businesses target users and work to convert them into loyal customers to survive in the market. However, with time, PPC marketers have found better ways to improve their targeting abilities, and of all, the most reliable one is - Audience Targeting. In this blog, we talk about a couple of advanced audience targeting tactics, which when implemented are bound to improve your Google Ads and Bing Ads campaign performances.

Audience Targeting To Expand Your Reach And Efficiency

Although using the keyword-based targeting model was the conventional way of engaging your audience, things have changed with time, and the marketers now have plenty of targeting options to choose from. Despite having their complexities, these targeting options sure come with many possibilities too.

Bing Ads + Microsoft Audience Ads - On the other hand, Bing does not offer so many options currently but is working in bringing them all. The privileges that Bing provides right now include - 

      •Custom Audiences (DMP)

      •Demographic, Location, & Device Targeting

      •In-Market Audience (Behavior Targeting)

      •Dynamic Remarketing (Product Audiences)

      •Remarketing Lists

With all these options, you have many possibilities to reach to a wider target audience, understand their actions, and interact with them. 

Using Target And Bid Strategy, Unless You Should Not

When it comes to creating campaigns and bidding strategies, it is all about making the right settings for the target audience. Most marketers prefer using the ‘Bid Only’ strategy to test how a new set of an audience is responding to a specific campaign. However, if you are planning on making any changes to your ad copy, bid optimization, or your landing pages, then 'Target and Bid' is the strategy for you.

Implementing The Right Audience Strategies : In all probability, the primary and the most crucial part of your audience strategy is your ad copy and its content, since these make up the constitutional chunk of what your customer sees to make them interact with your ads, apart from letting you know how they are engaged. Although the final requirement of your entire audience group could be consistent, the actual strategies of targeting them could be different. 

In-Detail Demographic Targeting Options : Techno-marketing experts like Brooke Osmundson say that focusing on demographic targeting options is one of the advanced audience tactics using which PPC marketers can keep up with the modern-day customer. In a nutshell, demographic targeting options are all about directing your PPC strategies towards an audience group depending on demographic details that categorize your users depending on factors like - location, age, gender, relationship status, parental stages, employment status, etc. 

Many techno-gurus have worked on showing different ways of how marketers can use their audiences on advertising platforms like Google and Bing. By layering your users, by exploiting the demographics feature to its full potential, and by implementing the target and bid strategy, you are bound to hone in on an extensive and appropriate audience group.