With audience layering, you can stop spinning your wheels and start seeing results that truly move the needle. Let’s make your PPC campaigns work smarter, not harder…
Managing a PPC campaign is no small feat. From researching keywords to refining ad copy, there’s a lot to consider. But what if there was a way to make your campaigns not only more effective but also more efficient? That’s where layering audiences on top of search campaigns comes into play.
At Pixal, we see how this advanced targeting strategy can deliver game-changing results for businesses. By adding audience layers to your search campaigns, you can reduce wasted spend, improve ROI, and save valuable time on manual optimisations.
If you’re a business owner or marketer who’s overwhelmed by the time and effort PPC requires, this is a strategy worth paying attention to. Let’s look a little more at how it works – and how we deploy this tactic to optimise our clients’ SEO activity…
What is Audience Layering?
Audience layering in Google Ads involves combining traditional keyword-based targeting with audience data to refine who sees your ads. Essentially, it adds another layer of precision, ensuring your ads reach people who are not only searching for your keywords but are also part of your ideal customer profile.
Instead of casting a wide net, audience layering allows you to narrow your focus to people most likely to convert. It’s like serving ads to a pre-qualified audience, reducing wasted clicks and maximising the value of your budget.
Common PPC Pains that Audience Layering Can Address
If you’re managing search campaigns without layering audiences, you might be facing these challenges:
1. Time wasted on broad targeting
Relying solely on keywords can lead to clicks from users who don’t match your target demographic or buyer intent. Filtering through this irrelevant traffic can be time-consuming and frustrating.
2. Difficulty identifying high-value leads
Not all searchers are created equal. Without audience insights, it’s challenging to identify and focus on users who are most likely to convert, resulting in lost opportunities.
3. Manual analysis overload
PPC campaigns require constant analysis and refinement. Without audience layering, you’re stuck manually tweaking bids, adding exclusions, and chasing performance metrics—burning precious hours that could be spent elsewhere.
How We Use Audience Layering to Optimise Your Campaigns
Adding audience layers to your search campaigns isn’t just a fancy tactic – it’s a practical solution to streamline your PPC efforts while improving results. Here’s how it addresses those common pain points:
1. Save time with smarter targeting
By pre-qualifying users through audience layering, you reduce the need to monitor and exclude irrelevant traffic constantly. For example:
- In-Market Audiences: Show ads to users actively searching for products or services like yours.
- Custom Segments: Target users based on their online behaviour, such as specific websites visited or competitor searches.
With these layers, you automatically narrow your audience, saving time on manual campaign adjustments.
2. Focus on high-value audiences
Not every click is worth the same. We can ensure your budget goes toward users most likely to convert by layering on audiences such as:
- Remarketing Lists: Reach users who’ve previously interacted with your website.
- Customer Match: Show ads to people on your CRM list (eg email subscribers).
- Affinity Audiences: Target users based on long-term interests or lifestyles.
This not only improves ROI but also simplifies campaign management by concentrating on quality traffic.
3. Streamline data-driven decisions
Audience layering provides detailed insights into which audiences perform best. With Google Ads’ reporting tools, you can analyse performance by audience segment, enabling quick, data-backed decisions without hours of manual number-crunching.
For example, you might discover that your ads perform exceptionally well with one in-market audience but poorly with another. Armed with this insight, we can shift your budget accordingly – no guesswork required.
How We Help You Implement Audience Layering
At Pixal, we specialise in making advanced strategies like audience layering easy and effective for businesses. Here’s how we do it:
1. Identifying the Right Audiences
We’ll assess your business goals and identify audience segments that align with your ideal customers. This includes leveraging Google’s in-market audiences, creating custom intent segments, and setting up remarketing lists tailored to your business.
2. Seamless Campaign Integration
Adding audience layers to search campaigns can feel complex if you’re new to it. We handle the technical setup, ensuring your campaigns are optimised to reach the right people at the right time.
3. Ongoing Optimisation
Audience preferences and behaviours evolve, so we continuously monitor and refine your campaigns to ensure long-term success. From adjusting bids by audience to uncovering new opportunities, we handle the heavy lifting so you don’t have to.
Why Audience Layering Is a Game-Changer
By combining audience targeting with traditional search campaigns, you unlock benefits such as:
- Higher conversion rates: Focus your budget on users who are more likely to take action.
- Improved ad relevance: Tailor messaging to specific audience segments, boosting engagement.
- Lower wasted spend: Eliminate irrelevant clicks by adding a precision filter to your campaigns.
- Time savings: Automate smarter targeting, reducing the need for constant manual adjustments.
Talk to us
At Pixal, we specialise in helping UK businesses get more from their Google Ads campaigns through smart, efficient strategies like audience layering. If you’re tired of wasting time and money on campaigns that don’t deliver, contact us today.