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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 intent and matching it to the type of ad they see. But what should you consider to target the right people?

1. Target the right people

2. Find people when they are searching for your product or service

3. Build awareness for your business online

What is Google Ads?

Google Ads is an advertising service by Google for businesses that want to display ads on Google search results and its advertising network.

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The key to successful online advertising is understanding your potential customer's intent and matching it to the type of ad they see.

1. Target the right people

Advertising repeatedly to an audience that isn't likely to purchase from you may not deliver good results for your business. You'll have more success if you tailor your message to what users are seeking as closely as possible. Luckily, online advertising platforms allow you to take advantage of precision targeting tools and insights.

To choose the right type of ad, put yourself in the mind of your potential customers. For example, 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 articles or watching videos about your industry, then a display or video ad introducing your company might be the best approach.

2. Find people when they are searching for your product or service

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

Search ads can be 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 search ads according to keywords, which are words or phrases describing your product or service that you choose to help determine when and where your ad can appear.

Make sure your ads link to an easy-to-navigate landing page that helps potential customers learn more about the product or service in your ad and, if they choose, 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 need to find people online who have an interest in or affinity with their product or service, so are more likely to be receptive to their ad. A well-crafted message delivered in the right place, at the right time, can engage those online visitors just as well as when they are searching for you.

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. You can even target people who have previously visited your website when they're browsing elsewhere.

All of these advanced targeting options can build awareness for your business to attract new customers. Experiment with different audiences and ad types 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.

What is GDN?

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

What is GDN?

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

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