The exclusion of the audience, which "merges" the budget of the advertising campaign in Yandex Direct and Google adwords, will help reduce costs.
With the erosion of accuracy such as matching, PPC has become more focused on the audience than ever before. Advertising platforms offer virtually endless ways to slice and crop your audience to find the perfect customers for your brand.
When developing a strategy for an audience, identifying people you don’t want to focus on is as important as finding people you want to reach. Creating an unnecessary, let's call it negative, audience helps reduce costs and ensure that people see the right messages at the right stage of the funnel, and prevents people from getting tired of your ads.
In this article, we will share five audiences that you should exclude from some or all of your PPC campaigns.
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Let's start with the basics: the essence of PPC (contextual advertising)
Google search advertising. What you need to know before setting up
Job seekers
Retargeting is often set up for people who once visited your site. That is, “finishes” them with a reminder of their product in advertising. If applicants come to your site (selling, for example, equipment) and are interested in free vacancies, then you are unlikely to want to spend money on them, again showing them ads. Thus, you need to adjust the audience of retargeting.
Typically, you can identify these people by creating an audience URL for the Jobs page on your site. If you are linking to a third-party site for job applications, see if you can add a pixel to this site or track clicks on this site as a Google Analytics event, to then create an audience for the exception.
Current customers
Current customers fall under the favorite "it depends" category. Depending on your business model, you can exclude current customers from all campaigns.
You can create an audience for exclusion by uploading customer email addresses to the list. In addition, if your product offers network login, you can create audience retargeting based on people who visited pages that would indicate their status as a paying customer.
In some cases, you can continue to focus on existing customers. You might want to segment customers so that they are not included in campaigns related to Product A for which they already pay, but included them in campaigns related to Product B.
Similarly, e-commerce brands often find value in revenue from people who have bought in the past. You can segment past customers into their own audience to see their future behavior.
