What if there was a way that your ads could target people that are actually interested in your product category before they even hit your website? Well today I want to talk to you about some ways that you can do that. And it all has to do with Google and Facebook’s ability to let you target people based on intent and interest.
Through their algorithms and, and cookies and whatnot, these search engines and social media channels are now able to figure out whether someone has the intent to purchase something based on how they interact with their platforms or their websites. For example, let’s say you’re on Facebook and Facebook notices that you’re looking at a lot of different marketing type of websites or web designer type of websites. As a marketer, if you’re selling websites, you could set up an advertising campaign and create audiences and actually look into their interests and look into what they’re trying to achieve.
Not every industry or product is available there, but I know for a fact that websites are available. So you can actually figure out and target people based on their intent to buy something. Now, this is a great tool that you can use in the retail space.
If you’re selling footwear, you can set up a custom audience inside Facebook or inside Google Ads to target people that have expressed an intention to make a purchase in that market. What that’ll allow you to do is, rather than serve your ads to a generic set of people, you can actually target people that are ready to buy or thinking of a buying the exact product you’re selling. What that’s going to do is potentially lower your cost per click and lower your CPA or cost per acquisition.
So take a look and see whether the product or service or industry that you’re in is available and that you’re able to, sorry, rather is selectable in these marketing channels so that you’re able to take advantage of this advanced targeting mechanism.
Good luck! If you need any help, feel free to drop a comment below. I’d love to chat.