How to Target Your Audience Online w. David Roberts

Introduction

Welcome back to the Smarter Marketer Podcast, brought to you by Rocket Agency. I'm your host, James Lawrence. Today, I'm excited to have David Roberts, our Commercial Director at Rocket, joining me on the podcast. In this episode, we delve into a critical topic: how to effectively find and target your online audience.

The Evolution of Google Ads

David opens the discussion by reflecting on a pivotal takeaway from a team meeting, where a member of the paid search team made an astute observation: “Google Ads is no longer about search; it's about audiences.” This statement ignited discussions on how marketers have relied heavily on keyword-driven search in the past. Traditionally, campaigns focused on keyword research to estimate CPCs based on search volume. However, David emphasizes that the broader Google Ads ecosystem has evolved, focusing on audience profiles rather than just search terms.

The array of Google Ad products now includes Display, YouTube, Discovery Ads, and Shopping, demanding a more multifaceted approach to digital marketing. This shift toward audience targeting is essential for marketers looking to optimize their ad strategies.

Understanding Google’s Audience Targeting

At the core of effective audience targeting is Google's incredible repository of user data. With a significant portion of the Australian population using Google services, the platform collects vast amounts of behavioral and demographic information. Marketers can utilize this data for targeted campaigns by creating custom intent audiences. These allow businesses to reach those who have shown interest in competing products or specific keywords.

As David illustrates, even niche markets can benefit from Google’s targeting capabilities. By developing audience segments based on competitor searches or industry-specific websites, businesses can effectively target their ads, whether through display or YouTube platforms.

The Role of Creativity in Audience Targeting

Audience targeting in Google Ads isn't just about selecting the right profiles; it hinges on creative content. Strong, engaging ads are vital for capturing attention, especially if targeting a specialized demographic. David highlights the importance of creativity, mentioning that even in niche industries, a well-crafted ad can resonate with a tailored audience, driving better performance than generic advertising.

Insights from Other Platforms: Meta & TikTok

Pivoting to Meta, David acknowledges the significant changes in its advertising strategies. While traditional interest-based targeting was once a hallmark of Meta, privacy changes have compelled a shift toward algorithms that utilize first-party data. This evolving dynamic suggests that the key to success lies in delivering quality and relevant content to users.

He also references TikTok as an emerging platform. With its cheaper CPM rates and more engaging video content, TikTok presents a unique opportunity for brands. Yet, David completes the discussion by warning that marketers need to craft messaging that suits the platform; repurposing ads from other channels likely won’t yield the desired results.

The Power of Programmatic Advertising

Discussing programmatic advertising, David explains how it enables brands to access a broader inventory of digital ads, including Connected TV and digital outdoor. Programmatic moves beyond display ads, allowing for targeted advertising in new and creative ways, using rich audience data to optimize reach.

David emphasizes that the primary advantage of utilizing programmatic advertising services is access to a diverse array of inventory while retaining the ability to track performance through robust analytics, thus maximizing return on investment.

Emphasizing Content in Marketing Strategies

The conversation closes with a reminder about the importance of high-quality content. David notes that producing informative and engaging content directly impacts a brand’s ability to find and engage its target audience. By leveraging the tools at their disposal—like blog posts, podcasts, and webinars—marketers can effectively cultivate relationships and build credibility within their industry.

In summary, targeting your audience online in today's digital landscape requires an approach that combines data-driven audience profiling, creative ad content, and a willingness to adapt to new advertising models and platforms.

Keywords

Google Ads
Audience Targeting
Custom Intent Audiences
Creative Content
Meta Advertising
TikTok
Programmatic Advertising

FAQ

1. What is the main focus of Google Ads now?
Google Ads has shifted focus from solely search queries to audience targeting, emphasizing understanding users' behaviors and preferences.

2. How can businesses target specific audiences effectively?
Businesses can use Google's vast data to create custom intent audiences, targeting users based on their online behavior, interests, and demographics.

3. Why is creativity important in audience targeting?
Creative ad content is crucial for capturing the attention of your target audience, differentiating your message in a crowded digital space.

4. What are the advantages of programmatic advertising?
Programmatic advertising allows access to a wide range of digital ad placements, including Connected TV and outdoor advertising, with detailed analytics to inform marketing strategies.

5. How can content marketing help in targeting audiences?
By producing relevant and engaging content, businesses can attract and nurture relationships with their target audience, ultimately driving conversions and brand loyalty.