August 13, 2019
How to Use Google Ads Audiences at Every Stage of the Marketing Funnel
We at Metric Theory have long advocated for testing (or retesting) running ads on the Bing network, especially for B2B advertisers that have seen varying quality of traffic in the past. Changes in the platform and search market are constant, so retesting for updated data makes sense. With the advent of LinkedIn targeting available through Microsoft Advertising, now more than ever is the time to get in front of that hyper-targeted audience you cannot reach on other search networks.
To paint a picture of the search potential, take a look at some updated numbers from Microsoft Advertising Insights:
That’s a lot of searches. So, how can you get in front of your most qualified audiences? Enter LinkedIn profile targeting. You can now target by company name, industry, and job function.
Fantastic! Now you may be wondering, how do I use these lists to my best advantage? You have some options here:
Attention B2C advertisers! Though this LinkedIn targeting ability is especially exciting for B2B businesses, it can also be advantageous for B2C and ecommerce companies. You can get creative here to find industries that are relevant to your target demographic. For example, one comfort footwear client sees strong performance from the Hospital & Health Care industry since these people are on their feet most of the day.
Below are results from some of our own clients. When comparing the Industry Targeting audience performance to the entire account average, we saw promising efficiency gains in KPIs.
Metric Theory Client Results – Industry Targeting:
Lower CPAs, higher conversion rates, and higher ROAS (for those tracking direct revenue), make it easy to increase or redistribute investment to these highly qualified audiences.
If you’re not yet seeing these targeting options in your account (found in the Demographics tab), ask your friendly Bing rep to opt your account into this open beta. Happy targeting!