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Understand the intent of your audience to place better ads online

Back to all resources

Understand the intent of your audience to place better ads online

Key take-aways

The key to successful online advertising is understanding your potential customer's needs and personalising the ads that they see. Here are things you should do:

1. Target the right people

2. Find people with the intention to buy

3. Build awareness for your business online

What is Google Ads?

Google Ads, formerly known as Google AdWords, is an advertising service by Google that allows businesses to display ads on Google search results and its advertising network.

Try Google Ads now

To improve the performance of your ads, personalise them so that they're relevant to your audience.

1. Target the right people

Advertising repeatedly to a disinterested audience won’t deliver good results for your business. You'll have more success if you tailor your message to what users are seeking. Luckily, online advertising platforms often come with precision targeting tools and customer insights to help you choose the right type of ad.

Put yourself in your consumers' shoes. If you're searching for a specific product, then you might be open to viewing an ad featuring that particular item, complete with pricing information. If you're searching for reviews or general information about a product, then you might be more partial to a display or video ad that gives you more information about the company that makes said product.

2. Find people with the intention to buy

When customers search for your product or service online, there's a good chance they are ready to make a purchase. That's your opportunity to show an ad for your business that corresponds to their search.

Search ads can be extremely effective, because they help you reach people at the point when they're searching for your products or services. You may use Google Ads to serve ads to your consumers when they're searching for keywords relevant to your business. Ensure your ads take potential customers to an easy-to-navigate landing page, where they can learn more about the product or service in your ad and make a purchase.

3. Build awareness for your business online

When online visitors aren't searching for a product or service, winning their attention requires a different approach. Advertisers will need to find people who are more receptive to their ads based on interest in or affinity with their product or service.

Google has a network of partner websites called the Google Display Network. Here you can show text or image-based ads and target them based on geography, audience demographics, the content of a website or the interests someone has shown by their past browsing behaviour or device used. You can even target people who have previously visited your website. It’s important to experiment with different audiences and ad types using these advanced targeting options to see what is most effective.

What is Google Display Network?

Google Display Network (GDN) is a group of more than 2 million websites, videos and apps where your Google Ads can appear.

Summary

By advertising online, you can place your ads in front of people who have a good chance of responding, and take the guesswork out of marketing. Don't forget to monitor your results, and continually optimise your campaigns.

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  • 3. Write your first ad and decide where it's going to appear
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