Your audience is constantly evolving – and competitors are always innovating to attract your target customers. Ongoing testing and research are crucial…
In the world of digital marketing, audience targeting is everything. With the right audience, your Google Ads campaigns can skyrocket – leading to more conversions, increased sales, and a better return on investment (ROI). However, the process of continuously testing and researching new audiences can be incredibly time-consuming. From diving into customer data to tweaking audience targeting options, the sheer amount of analysis required can make you feel like you’re chasing your tail.
It’s a lot of work because your audience is constantly evolving. What worked last month may not be effective this month, and competitors are always innovating to attract your target customers. That’s why testing and researching new audiences is crucial to staying ahead of the curve.
In this blog post, we’ll cover why it’s important to test and research new audiences regularly and how we support our clients by introducing efficiencies, doing the heavy lifting in this area and maximising your campaign success.
Why You Need to Test and Research New Audiences Continuously
The idea of targeting audiences might seem straightforward: you simply select demographics, interests and behaviours that align with your business. However, audience research and testing is an ongoing process. New opportunities for targeting emerge all the time, and your potential customers’ needs and habits change constantly. Here’s why it’s essential to stay on top of your audience targeting:
1. Audience preferences evolve
As trends, consumer habits, and societal shifts happen, your audience will likely change too. A target audience that engaged well with your brand a few months ago may no longer resonate in the same way. By constantly researching and testing new audiences, we ensure your ads continue to speak to the right people, helping you reach potential customers more effectively.
2. Beat the competition
Competitors are also doing their audience research, and they may find new segments or opportunities that you’re missing out on. To remain competitive, we continuously test and refine your audience targeting to capture new customers. Audience research can provide insights into untapped markets and improve your chances of winning over the most profitable customers.
3. Optimise ROI
By testing different audience segments, we can identify which groups bring the most conversions and at the best cost. Over time, data-driven decisions from continuous testing and research can lead to better bid strategies, more relevant ads, and improved conversions – ultimately resulting in a higher ROI for your campaigns.
4. Better personalisation
The more we research and test, the better we’ll understand your audience’s unique needs, preferences and behaviours. This allows us to personalise your ads and messaging in a way that resonates more with your target audience, improving engagement and conversion rates.
The Challenges: Time-Consuming and Mentally Exhausting
While testing and researching new audiences is essential, it’s also a labour-intensive process. Here are the common pain points that many businesses face:
1. Time-consuming process
Audience research and testing involve analysing customer data, experimenting with different audience segments, and making sense of all the insights. You need to constantly monitor campaign performance and adjust targeting based on the results. It can take hours or even days to fully research and identify the right audiences to target, especially if you have a wide range of demographics or customer behaviours to consider.
2. Too much data to analyse
Google Ads provides a wealth of audience targeting options, including demographics, interests, keywords, placements, and custom intent audiences. The problem? It’s easy to get overwhelmed with the amount of data and testing that needs to be done. Knowing which metrics matter and how to combine different targeting options for maximum impact can be tricky if you’re not experienced in audience analysis.
3. Strategy Development
Once you identify potential audience segments, you need to develop strategies for each one. What messaging will resonate with them? What bidding strategy should you use? How do you ensure your ads are displayed in the right locations and times? Developing these strategies can be time-consuming and often requires a lot of trial and error to see what works best.
4. Continuous Optimisation
Audience research isn’t a one-and-done deal. As your campaigns progress, there’s a need to continuously optimise targeting based on performance. This means revisiting audience segments regularly and adapting to new insights. This ongoing process can feel overwhelming when you’re trying to juggle other business priorities.
How We Streamline Audience Research and Testing
Here’s how we help our clients overcome, saving you time and effort while ensuring that your audience targeting is always on point…
1. Expert audience segmentation
We have the expertise to analyse your customer data and pinpoint the most relevant audience segments for your business. We can quickly identify high-value audiences and make data-driven decisions about where to focus your efforts.
Whether it’s expanding your reach or narrowing it down to highly targeted segments, we know how to use Google Ads’ audience targeting features to their full potential.
2. Streamlined testing process
Testing new audiences doesn’t have to be slow or disorganised. We can implement structured testing to experiment with different audience combinations without losing focus. We’ll prioritise tests based on what’s most likely to improve your results, all while carefully monitoring campaign performance to make informed decisions.
3. Ongoing optimisation and adjustment
Audience targeting isn’t static, and that’s where we come in. We continuously optimise your audience strategies, adjusting your campaigns in real time as new data comes in. Whether it’s expanding your reach or refining your targeting to focus on the highest-converting segments, we ensure your campaigns are always up to date and performing at their best.
4. Time-saving expertise
Rather than spending hours sifting through data, testing audience combinations and tweaking targeting settings, we do the heavy lifting. Our clients can focus on business while we focus on making sure your Google Ads campaigns are targeting the right people with the right message.
5. Maximise your budget
By constantly testing and refining your audience targeting, we ensure that your ad spend is going toward the segments that provide the most value. This helps you get the best possible ROI from your campaigns and maximise the results you get from every pound spent.
Talk to us
When it comes to audience research and testing, we can help you streamline the process, saving you valuable time and optimising your ad spend. We’ll handle all the research, testing, and ongoing optimisation – so you can focus on growing your business.
Get in touch with us today, and let’s discuss how we can help you target the right audience, improve your ad performance and boost your ROI!