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Struggling to Target the Right People with Google Ads?

Are you finding it tough to get your Google Ads noticed by the right crowd? 

Let's say you're running a family-owned bakery, but despite your mouthwatering cakes, you're not getting as many orders as you'd like. Or maybe you're managing a fitness apparel store, and despite your stylish, up-to-date workout gear, you're not reaching your target audience who would love your products. 

Unfortunately, or rather fortunately, depending on how you choose to see it, these are common struggles that many businesses face when it comes to online advertising. 

In this article, we'll explore some practical strategies to help you overcome these challenges and get your ads in front of the right people. 

Understanding Your Demographic 

Google Ads also helps tailor ads based on who your target customers are.

When people create Google accounts, they often provide personal details like their age and gender. Google can also make out other things about them, like their interests, based on what they search for.

As a business, you can use this info to make sure your ads reach the right people. For example, if you know your customers are mostly young adults who enjoy coffee, you can provide this information to Google.

Google Ads then matches businesses with the right customers. So, when you pay to improve your ads on Google, they're more likely to be seen by people who are interested in what you offer.

You can also use demographics to target people searching for businesses near them. This means your ad is more likely to show up for people in the areas where you operate.

Doing Market Research

Remember how we talked about Google keeping tabs on what people search for? Well, that leads us to this point: Doing market research.

Google determines who might be interested in your products based on what they search for. So, it helps you identify your target audience.

If you're not sure who might want to buy your product, Google Ads can give you a hand. It shows you info on the ages, genders, and interests of the people who buy your product the most.

Sometimes, you might find out that your target audience is different from what you expected, and market research can help you figure that out!

Working On Site Targeting

Site targeting is when you pick exactly where you want your ad to show up. You get to choose which types of websites you want it on.

Let's say you own a fitness apparel store. You might want your ad to appear on websites related to health, fitness, and sports. This way, you can target people who are already interested in staying active and might be interested in your products. Google Ads makes it easy to specify these preferences, you just need to provide some details.

That's not all! You can also use site targeting to decide where on the website your ad should go. Do you want it at the top of the page or on the side?

With site targeting, you can easily make these decisions and put them into action.

In-market Audiences

Let's say you run a bakery, and you specialize in making wedding cakes. In-market audiences would be like groups of people who are actively searching for wedding-related services. So, if someone is looking for a wedding cake online, Google Ads would notice that and show them ads for bakeries that make wedding cakes.

As a bakery owner specializing in wedding cakes, this is fantastic because your ad gets in front of people who are already interested in getting a wedding cake. You'd be having your ad displayed to potential customers who are actively looking for what you offer. And since your ad appears instead of your competitors, you have a better chance of getting customers in your market.

Retargeting Your Audiences 

Retargeting is like giving your advertising a second chance. If you're already using Google Ads' analytics features, it's pretty simple to get started with retargeting.

Here's how it works: You make lists of people who have visited your website before. This helps you keep track of who's interested in your products and who has bought from you in the past. It also shows you who visited but didn't take action, so you can figure out why.

Then, you can display your ads to these people when they're browsing other websites. This gives them another chance to consider buying from you.

When people see your brand multiple times, they're more likely to remember and trust it. That's why using this strategy to continue showcasing your ads can help build loyalty to your business.

Final Words

To conclude this article, mastering Google Ads comes down to a handful of key actions: finding the right audience, making ads that appeal to them, understanding your market through research, and placing your ads strategically. 

Also, remember the power of retargeting to give your ads another shot with interested customers. With some effort combined with these tips in mind, you can make your ads work for your business and keep customers coming back for more.


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.


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