Targeting Your Ads

Continued from previous post

Defining your market

The first step in targeting your ads is to define your target market. You cannot target your ads to a specific group of people unless you know how to define that group of people.

You start the process of defining your market by looking at the product or service that you are selling. Ask yourself to whom it would appeal. To whom would it be useful? What educational level do they need to appreciate it? What skill level do they need to use it? What motivation level do they need to stick with it? What income level do they need to afford it? Where are they most likely located geographically? What age level is best suited for your product or service? Does it appeal more to one sex or the other? Asking these and several other similar questions will help you to define the market on which you can focus your ads.

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In some cases, you may have market research available that defines a target demographic for you. For example, you may have research that informs you that unmarried women without children between the ages of 20 and 30 years in certain western countries will have a strong interest in your product or service. If that is the case, you can target this group without desribing your product or service, but by describing the target demographic instead. The extreme example of this would be "if you are an unmarried woman between 20 and 30 years old, click here."And, in this case, you would only run your ad in those certain western countries defined by your research.

There are ways to attract your target demographic without defining either the product or service or the demographic. If you know of something else that is exclusively attractive to your target demographic, your ad can use that to attract the demographic. An example of this might be an ad that says "Looking forward to having children soon?" Such an ad would be attractive to a large segment of your demograhic. Such an ad would also be somewhat exclusive. (Young men, for example, are not as likely to respond to an ad about having children.)

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In those cases where you do not have such market research available to you, however, your focus should be on describing your product or service and its benefits in your ad. Those that are interested in it will click through to your Landing Page, those that are not interested will not click.

Describing your product or service

As market research is expensive to buy and difficult to compile on your own, you will most often be creating your ads by defining your product or service or its benefits. In this way, you let the viewer make the determination that they desire your product or service – after reading its description or benefits.

The logical starting place is to describe what your product is and what it does. The number of words that you are allowed to do this in Search Marketing ads is small. You will have to be concise. You should strive to be as accurate as possible in those small number of words you can use. A good way to do this is to first write a long description of your product. After you have written that long description to your satisfaction, go back and read it over several times. Pick out what is the most important part of your description. Pick out the words that are most important to include. Then, write your short ad using the small number of words that you are allowed for the particular ad service that you are using.

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Uniqueness

"Uniqueness" is an important concept in marketing. It is especially important when you are advertising among many competitors and have only a small space to advertise. For example, if you are designing a Search Marketing Campaign to sell the VeryVIP Pro Sitebuilder to small businesses, it will have a similar definition to several other hosting services and sitebuilders. And, those other similar services will have ads before and after your ad in the Search Marketing ad display. Thus, if there is something unique about your product or service, you should make it known as best you can in the small number of words that you are allowed to use.

Continuing our example of the VeryVIP Pro Sitebuilder, let’s think for a moment about what makes it unique from the perspective of a small business looking to establish or improve their online business. One obvious uniqueness of the VeryVIP Pro Sitebuilder is that it was designed by Internet Entrepreneurs for use by Internet Entrepreneurs. But, while that makes it attractive to Internet Entrepreneurs like SFI Marketing Group Affiliates, does it make it attractive to small business in general, especially those who primary business is offline?

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When you think about it, the answer is "yes."The VeryVIP Pro Sitebuilder is attractive, even to small businesses whose primary business is offline, because it was designed by and for Internet Entrepreneurs. Even though a small business owner with a website may not think of themselves as an Internet Entrepreneur, once they go online, they are becoming exactly that.

If you are going to take your business online, why not do it professionally? If you are going to take your small business online, you want to have all the tools, strategies and techniques used by seasoned Internet Entrepreneurs at your disposal! But, because you are not an "experienced" Internet Entrepreneur, you want ease of use. A small business wants all the power of an experienced Internet Entrepreneur in their web presense, but they do not want the learning curve of becoming an experience Internet Entrepreneur. So, when you combine those two qualities of the VeryVIP Pro Sitebuilder (tools, strategies and techniques of seasoned Internet Entrepreneurs combined with ease of use), you have something that makes your service unique from other web hosting and sitebuilder services.

In this example, the tools, strategies and techniques create the uniqueness, while the "ease of use" keep that uniqueness from being intimidating. Thus, your strategy in creating a Search Marketing ad for the VeryVIP Pro Sitebuilder to be targeted to small business would be to highlight the uniqueness, yet make it "safe" by including the ease of use.

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Whatever product or service you have chosen for your Search Marketing Campaign, pinpoint its uniqueness and be sure to highlight that uniqueness in your Search Marketing ad.
Defining the benefits to your target market

For reasons we will explain in more detail in the next lesson, you should give careful thought to how your product or service will benefit the people in your target market. How will it "feel" for them to use your product or service? How will it improve their lives? Try to think specifically and make a list of the benefits your product or service will provide to your target market.

Conclusion

Your objective in creating effective Search Marketing ads is to make your ads selective. To make your ads selective, you define and target a specific market and you define and describe your product or service. You can target your particular market by defining the market in the ad or by using other things of exclusive interest to your market in your ad. The better and more practical approach, however, is to describe your product or service and its benefits in the ad. Finding and highlighting in your ad what makes your product or service unique is crucial to an effective campaign.

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