The easiest people to sell to are the people who are looking to buy. Simple, right? The trick is getting your ads in front of those people. Luckily Google offers advertisers the tools to do just that. Audience segmentation technology allows you to specifically target users based on their search history. This can let you target folks based on anything from their neighborhoods to their favorite football team and everything in-between. For our purposes, audience segmentation tools can be used to focus on people who are shopping around for home service providers.
How does it work? The secret is in Google’s proprietary technology; the driving force behind a good deal of PPC marketing tools. Google can use audience segments to separate users into groups based on demographics, life events, and most relevantly, interests. Using these tools, you can target leads that are in-market, which is to say they’ve been searching the web for products/services similar to your own. They’ve demonstrated an interest, they clearly have a need, and all that’s left is for you to get out in front of them.
Armed with all this information about your potential leads, you and your account manager can meet, discuss, and strategize about the best way to target these groups moving forward. Using in-market audience segmentation tools, you can easily make sure that your ads appear directly in front of these highly-valuable leads.
It’s pretty easy to see why in-market audiences are so valuable; they already want to do business with you. They’re already ready to pull the trigger on a sale and all the heavy lifting of marketing is already done before they even see the ads. All they need is a little push in the right direction: your direction.
Your account manager will be able to assist you in crafting top-quality ads to bring in these in-market leads. One of the best ways to do this is offering excellent deals in your ads. These folks are shopping around which means they're seeing your competitors too. One of the best ways to get them in your door is to give them deals that blow the competition out of the water.
There’s an obvious benefit to targeting people closer to the end of the sales funnel. You’ve basically already got them as a customer, they just need to find you and seal the deal. An in-market lead is one solid ad away from becoming a full-blown paying customer. It’s just a matter of getting the right ad in the right place at the right time, which in-marketing audience strategies do with flying colors.
