Going Beyond Keywords: Who Clicks on Your Ad?

Obviously the keywords you target are the meat & potatoes of any PPC campaign and there’s no way to be successful without the right ones. But, in order to really separate yourself from the competition, try thinking about who is searching for those keywords. Who is the typical user for the campaign you’re running (i.e. the typical Internet dating user is male between the ages of 25-50)? Where do they live? And Why do they sign up for the dating sites they sign up for?

Let’s say you’re going to try the CatholicMingle.com offer from NeverBlue Ads – well, obviously you want to research the correct keywords that will generate the most traffic and clickthrus but think about it a little further: Where are the biggest pockets of Catholic people in the U.S.? Who signs up for dating sites? And what phrases (in addition to keywords) in an ad will entice them to click through to your offer?

Making these changes — targeting your ads by demographics and geography — to your campaign might limit the traffic you’ll receive, but it’ll greatly increase the traffic’s relevance and hopefully up your clicks and eventually your conversions.