Liz sent me the following question this week.
“…when it comes to advertising, particularly PPC I'm having trouble figuring how you target certain people. I'll use an example.
When you use keyword tools like Wordtracker you see how many people are searching for a certain keyword, but very rarely do people put specifically what they are looking for, or who they are what kind of experience they have.
Let's say someone searches for the term “work from home” and let's pretend you want to target someone who wants to work from
home as a graphic designer but they have very little experience…
Well, I'm sure a lot of people search for “work from home” or even “how to make money working from home” but people don't put “work from home as a graphic designer with little experience” you know what I mean?
In fact, most search terms are extremely broad, so how do you find your target market so you can advertise to them if they aren't searching specific terms?
Thanks for the good question, Liz!
Tailoring your PPC ads for your specific audience is VERY important! Untargetted traffic is a waste of your advertising budget.
For example, if you use “work from home” in your title, your ad will get clicked on by everyone who works from home or WANTS to work from home.
So you'll want to speak to your audience right from the TITLE of your ad.
In the example you present, you want to attract graphic designers… so you'd want to put “Graphic Designers” or Graphic Design in your title.
Here's an example of a possible ad you might place on Google Adwords.
Work from home. Find design
jobs at DesignerJobs.com
If you want to weed out “freebie seekers”, include the price of your item within the ad's description. So, for example you might place an ad like this:
Post your design jobs. Only $1
per listing. DesignerJobs.com
Hope that helps!