Understand the intent of your audience to place better ads online

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 the mind of your potential customers.If someone is searching for specific products then an ad with your best prices for that item will likely be most effective. However, if someone is just starting to research a new purchase by reading review articles or watching videos, then a display or video ad introducing your company might be the best approach.

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 find people at the same moment they are looking for your products or services. Google Ads allows you to place ads in the search results according to keywords you select that describe your product or service.

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.

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.

Advertising online can take the guesswork out of marketing by helping you place ads in front of people who have a good chance of responding to them. You'll want to target ads to appear when they're relevant to the people seeing them. And don't forget to monitor your results and optimise accordingly.