CPC advertising is one of the most highly targeted advertising strategies currently in existence. There are multiple ways to reach consumers who are likely to convert:
- Keyword Targeting -- Most often used in conjunction with shopping ads. Groups of related keywords are added to ad groups, which contain 1-3 text ads, and allows them to be triggered on search queries that contain those specific terms. It allows your ads to reach people who are already actively searching for your products or services, and are likely to convert.
- Retargeting -- Most often used with a display campaign. It allows you to reach customers who have already visited your website. 50% of first time visitors never return to a website a second time, so remarketing allows you to capture that traffic. In order to run a remarketing campaign, you have to have an active remarketing tag installed on your website that’s been collecting data long enough to build an audience.