7 Tried & Tested Ways To Improve High-Intent Audience Targeting Campaign
Is there something that every marketer has in common?
Of course, their top priority is to find potential leads and ideal audiences.
But here’s the problem: nearly half of online ads fail to reach their target. That’s a lot of wasted money and missed opportunities. To address this, Google launched “high-intent audiences.” The program lets marketers create groups of people based on the most important keywords and how those folks act online. Ultimately, this helps ad strategies work better and cost less by targeting the most ideal prospects.
In this blog post, we'll explore Google's high-intent audience targeting and explain the ways to use it in your next campaign.
What is High-Intent Audience Targeting?
Intent audience targeting is an effective way of approaching certain groups of individuals based on factors such as their interests and actions. It's better to say that high-intent audiences are people shortlisted based on their online behavior—whether through specific search searches or direct encounters with ads. They are not merely thinking about making a purchase; they are already planning on doing so.
Unlike casual browsers, who may only be gathering information, high-intent customers type "best prices for" or "buy now" on Google. These visitors spend a long time reading product sites and downloading purchasing guides. Their actions show a willingness to buy, and they have a much greater chance of turning into paying customers.
In short, with high-intent audience targeting, your campaigns may accomplish the following:
Direct focusing on the appropriate individuals at the appropriate moment
Offering more customized ads without being intrusive
Helping potential clients to the next phase of their client journey
Increasing conversion rates without increasing the cost of advertising
Boosting return on investment
Proven Strategies to Target Your High-Intent Audiences
There are multiple digital marketing tactics you can use to get the most out of high-intent audience-targeting campaigns. Here are a few successful strategies:
1. Make it Easy for Customers to Find You
Always put your actual address on your site and embed a Google map indicating the company location on your contact page. If you have many locations, establish a locations page to list them all.
Invest in local SEO: First and foremost, you should increase your company's visibility on searches that contain a location description, such as the city, postal code, service region, or keyword "near me." This entails figuring out the key search terms and phrases that clients use to locate your product. It can also assist you in deciding which locally relevant, searchable terms and phrases to use on your landing pages to help increase website traffic.
Claim your Google My Business (GMB) listing. This is a free company profile that appears on Google search results and maps. It comprises your business name, location, and category. Google may also index additional material from throughout the Internet. To enhance your exposure further, keep your page up to date, add photographs and FAQs, and ask for and reply to user feedback.
Pro Tip: Use Google’s Consumers Also Ask function to identify alternative search phrases consumers could use to reach your company.
2. Use High-Quality Content
Content marketing is a strong tool for attracting high-intent viewers. By making content that answers the unique wants and questions of these users, companies can guide them through the buyer's journey more effectively. These types of how-to content include:
Blog Posts: Offer complete guides, how-to explainers, and product reviews that answer common questions.
Case Studies and White Papers: Provide in-depth research and proof of the success of a solution or product.
Ebooks and Webinars: Offer throughout views on topics of interest, positioning your business as a thinking leader.
It is crucial to optimize this content for high-intent audience targeting success. To do this, you can use high-intent keywords and spread them across channels where high-intent viewers are likely to connect.
3. Prioritise High-Intent Keywords
Custom or High-intent keywords are terms that signal a user's eagerness to make a purchase or do a specified activity. Identifying these focused keywords entails.
The best tools for keyword research: Use tools like Google Keyword Planner and SEMrush to uncover high-converting keywords linked to your offerings.
Find maximum gaps and possibilities: For this, you may look at rivals' content and keywords.
If you use high-intent keywords in your ad campaigns, meta descriptions, and website content, your offerings may stand out to high-intent consumers.
4. Take Advantage of Social Media Marketing
Building your brand profile and reputation on social media complements more direct SEO efforts. It also provides another avenue for client engagement, trust building, and reach expansion. Customers may post online or offline reviews and testimonials through social media networks, which can drive traffic to your website.
Understand your audience. Create a specific audience persona for the customers you want to target. Remember, this is like a buyer persona. It outlines who your targeted folks are, what they desire, their pain points, their decision-making processes, and more.
Show up where your audience is. Knowing your target clients can help you choose the appropriate media platforms to reach them and the style of material that will reflect your personality and resonate with them.
Create excellent material and distribute it frequently. A content schedule helps guarantee that you continuously provide relevant material to your target audience.
5. Steal Your Competitors' Audiences
Targeting consumers who are already interested in one of your competitors could offer you a huge edge in your marketing efforts. By bringing these potential consumers to your firm, you can enhance your reach and conversion rates. To achieve this,
Use competitor keyword targeting: Determine and bid on terms that others in your field are targeting. Consider employing crawling tools to obtain this data, but avoid network issues. This will help you gather traffic from individuals looking for comparable items or services and drive them to your offers.
Engage on other platforms: Monitor and interact with your rivals' social media followers. Participate in relevant conversations and provide superior value to attract their target audience groups to your brand.
Develop distinctive value propositions: Analyze your rivals' offers and develop a distinct value proposition that fills gaps. Highlight them in your adverts to attract potential clients who are unsatisfied or seeking something better.
6. A/B Testing on Everything
Split-testing several ad variants regularly is vital for enhancing your advertising efforts. A/B testing enables you to identify which components of your advertising are more effective with your target audience. To properly integrate A/B testing into your digital marketing strategy:
Test various components: Experiment with different parts of your adverts, such as headlines, pictures, call-to-actions, and even audience groups. This strategy helps you evaluate which combinations generate the highest effects and delivers important insights into what drives interaction among your target consumers.
Make data-driven decisions: Use tools such as Facebook Ads Manager to assess the outcomes of your A/B trials. Consider click-through rates, conversion rates, and overall engagement to decide which versions perform best.
Budget wisely: Use the results of A/B testing to better distribute your advertising spend.
Insider Tip: Ad Hub Audience specialists recommend that smaller businesses begin by split-testing static advertisements before moving on to videos. They also recommend using A/B test formats before message testing. This high-intent audience targeting technique saves money while still providing significant data and helping you adjust your advertising plan properly.
7. Remarket
The last but not least strategy is “remarketing”. It is a very successful approach to reengage clients who have previously connected with your brand but have yet to convert. It keeps your brand top of mind, helping potential consumers through the buying process. To do this, you can:
Creating audience segments: Create bespoke audiences using audience segmentation based on previous interactions, such as Website visits, abandoned carts, and past transactions.
Optimize across platforms: Use multiple social media platforms and display networks to reach your target audience wherever they are online. Tools like Facebook advertisements and programmatic advertising can ensure that your remarketing efforts are consistent and successful across several channels.
Make your messages unique: Give your remarketed audience material that speaks to their needs and problems. Offering a discount, promoting a similar product, or reminding customers of products they left in their baskets are all examples of personalized advertising. They will prove more effective in connecting with consumers and generating conversions.
The Bottom Line
High-intent audience targeting is essential to increasing ad campaign ROI and generating sales. The tactics listed above can help you design more successful ad campaigns, attract more relevant audiences, and achieve larger goals. Now that you've got these strategies, put them into action. Do you want to target prospects and reach a high-intent audience? Try our Ad Hub Audience’s Lead Search Tool. This all-in-one tool enables you to target and filter potential leads based on their industry. Sign up now!
FAQs
What is a high-intent audience?
Custom or high-intent audience targeting focuses on people who are ready to take action, such as buying a product or joining up for a service. These audiences are prepared to buy right away.
What does a high-intent keyword look like?
High-intent keywords signal a person's desire to buy or take action. Examples of these are "buy iPhone 14" and "order pizza now."These words imply that the person is willing to engage in trade negotiations.
Which four target audiences are they?
Demographics: income, age, gender, and so forth.
Geographic: Denoting a particular place.
Psychographic: Defined by an individual's ideals, activities, and way of life.
Behavioral: Based on behaviors like past purchases or brand loyalty.
What are intent-based audiences?
Intent-based audiences are those whose behaviors show a willingness to buy or act. Visitors to a product page, for example, usually exhibit purchase intent.
