Knowing Your Audience


In my Digital Marketing career, I have worked for two agencies. For my first agency, we worked with bigger companies, focused less on efficiency but more on generating as much traffic as possible to their site. My second agency, Digital Position, we work with mid-size to smaller companies, not only looking to grow them and help find them new customers but become more efficient with the valuable dollars they have. Working with smaller companies and larger companies is very different but very similar at the same time.

Adwords allows you to target many different audiences. Applying these to your account allows you to analyse which customers in these audiences perform better or worse for your account.

Working with smaller size companies forces you to become as efficient as possible. There is no room to have wasted spend or “experiment” with a test that may go south and waste you a lot of budget. It is all about knowing your audience and reaching them. With a more limited and tighter budget, it also forces you to keep track of anywhere you can cut wasted spend whether its checking negative keywords daily, or even doing bid adjustments as much as possible. Working with clients of smaller companies also has its many differences from working with larger businesses. Smaller clients need to know that their budget is being spent on the most efficient searchers. With bigger size companies, you have the budget to spend in places that may be less efficient and are lower ROAS but that is what allows you to expand the business more. With smaller budget clients it is harder to expand the business without having low efficiency keywords and hurting their overall numbers.

The main similarities between the two are that they both want to know their audience; they both want to expand and they both want to drive as efficient traffic as possible to their site. What I have worked on with both sizes of clients is utilizing audiences through Google Ad Words to help not only target efficient traffic but to drive that traffic to your site. Whatever size client you are working with, audiences can help identify who is your customer and allow you to take advantage of that relevant customer.

When working with both agencies the main audiences we utilized are In-Market and Detailed Demographics. In-Market Audiences allow you to target customers who are actively searching on google terms that are relevant to your business. So, let’s say you sell shoes. You can then opt into the “Shoe” In Market Audience, track how customers are performing in that audience and then bid up on those searchers if they are performing well on your site. Searchers in the “show” audience are people who are actively searching and are “in the market” for shoes. Targeting these users allows you to preview how certain audiences will perform in certain campaigns and then taking advantage of those efficient users instead of rolling out an initiative that could not work and waste you a ton of budget.

Detailed Demographics are the other audiences that allow you to track how your users perform in a certain demographic. These demographics consist of if you are a spouse, single, education, what size company you work for, homeowner, renter, parent and more. Every business has its target demographic that performs best. These demographics are more specified than broad demographics such as “Age or gender”. These audiences allow you to get more insight into your demographic and then utilize bid adjustments to bid up or down depending on how efficient the user is.

Whether it was working with smaller or larger clients there are always similarities and huge differences. The differences are obviously budget. One company has an abundance to spend on digital marketing initiatives. This helps you as a marketer to have more data to use and allows you to spend more in less efficient areas to not only increase lead flow but to reach a larger audience. The other company has limited budget. They are tight with their money, so you need to spend it as efficient as possible but at the same time grow the business. So, this means your keywords get very specific and longer while your main priority is spending on in areas of most efficient users. Figuring out you audience is key for however large your business is. No matter what size the company, utilizing audiences and knowing your audience is a great way to not be efficient with the marketing money you are spending but to help you expand your business by driving relevant, cheap traffic to your site and to your brand.

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Ryan Tate

Article by Ryan Tate

Ryan joined the Digital Position team in 2018 after working for another advertising agency. His main responsibilities include creating and running PPC campaigns in order to help clients grow their brand through Paid Search.

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