Top segmentation tips to maximise PPC return

The most effective PPC campaigns employ specific audience segmentation and targeting. But how do you align your campaign strategy with the lifestyle and online behaviour of your audience?  

This is a highly detailed approach to campaign management. Let us take you through the best practices so that your next campaign can benefit.

1. What is PPC audience segmentation?
2. Types of segmentation
3. Examples of using segments
4. The benefits of audience segmentation
5. Our top tips on audience segmentation
6. Common mistakes to avoid

What is PPC audience segmentation?

Audience segmentation takes the demographics of the users that interact with your brand and subsequent PPC campaigns, and tailors which campaigns are shown (or targeted) to those demographics.

This is where Google Analytics comes into play, along with any existing historical data from your campaign. You can use this data to your advantage to craft bespoke and detailed audience segments that you can market to.

Think of it as a shortcut to understanding your customer base. With the right data on your side, you can show the most relevant ads to the right users, and prevent wasted clicks and interaction with your ads from less aligned audiences.

Types of segmentation

Take a look at the wealth of data available on your existing audience in GA4, and you’ll find useful metrics for several audience segments, or demographics:

• Demographic segments: these include gender, location, age, interests and average income.

• Device segments: users interact with ads and content very differently on specific devices, the best campaigns will be built with this in mind.

• Audience lifestyle segments: these take your audience’s values, preferences, attitude and lifestyle into account.

• Online behaviour segments: are these users who are discovering your brand for the very first time? Or highly engaged fans of your services or products?

Examples of using segments

Understanding the best occasions to make use of these demographics is key. Here are some examples to guide you.

• Demographic segments: if your brand creates products that are gender specific, it’s worth adapting your ad copy to reflect who you’re addressing in your campaigns. Users respond to content online that they feel is written with them in mind.

• Device segments: if you know most of your brand content is aimed at Gen Z, it’s worth creating mobile-specific video ad campaigns to be present where your audience is already spending most of their time online.

• Audience lifestyle segments: be mindful of the tone of voice in your copy. Reflect the lifestyle of your audience. Be direct and clear to a professional crowd, and less formal with brands that are aimed at a younger audience, for example. 

• Online behaviour segments: retargeting campaigns for users who have already interacted with your site need to address the user as a familiar face online. Take it as a given that they know your brand identity, and showcase products or services that they have already shown interest in.

The benefits of audience segmentation

1. Cut through the noise

By being specific and focused with your audience targeting and segmentation, you're cutting through the noise online and coming into focus for the users who are the most invested in your brand. 

2. Spend less time and budget

Spend less time and budget drawing in users who aren’t the right demographic for your company, and divert more ad spend where it matters the most.

By segmenting your audience into numerous groups, you also avoid the misstep of treating all of your audience in the exact same way. 

3. Embrace diversity

Your audiences are diverse, and the way that different demographics interact with your brand is just as diverse, so your campaigns should reflect this.

Our top tips on audience segmentation

• Use automated placements: with automation at the heart of many of the recent developments within GA4, we recommend using automated placement features in Google Ads to see what new audiences and demographics the algorithm gravitates towards. 

• Unlock new ways to interact: use this data set to unlock new ways to interact with your audience.

• Think about the long game: you’ll need to refine your segments over time. 

• Get more specific: the longer each campaign runs the more evidence you’ll find to support redistributing the budget to specific ads, times, locations or ad copy preferences that are performing the best.

Common mistakes to avoid

1. Not reviewing existing segmentation

Just because you’ve made a detailed segment that you’re tailoring your campaigns towards, doesn’t mean you can’t refine this at a later date. Stop wasting budget and check in on how these segments are performing.

2. Not enough initial research into your audience

If you skip over this part, you lose the strong foundation needed to create a transformative campaign with a high conversion rate. Don’t rush this step. 

3. Not enough specific copy in your audience-specific ads

If you’ve taken the time to put in the hard work and segment your audience, make sure you tailor the ad copy to appeal to those demographics individually. 

In summary on audience segmentation

We hope this summary has given you the tools you need to better understand your audience, and refine your campaign strategy to take those segments into account. 

Through careful consideration of your audience segmentation, you can save budget, reduce overspend and wasted clicks, and ultimately provide the most tailored and relevant online experience for your customers!