One of the best ways to target your customers, the demographic audience targeting allows you to serve your Google Ads based on searcher's location, gender, location, and even the kind of device they use to search.

To take your PPC campaign a step further, you can also target similar audiences to the ones that you target with your remarketing campaign. For example, if the overall demographic of your remarketing list is 30-year-old women, and the intent is to purchase skin-softening lotion, you could also serve this ad to other 30-something women — regardless of whether they’ve searched for your product.

Their similar interests and demographic triggers the ad when you target in this way.

When you set a custom intent audience within Google Ads, you’re able to choose words, phrases, and keywords that relate strongly to those who are most likely to make a purchase on your website. Not to mention, you can also add website URLs, YouTube content URLs, and more to fine-tune your targeting even more.

One of the most beneficial PPC strategies out there, remarketing allows you to essentially re-serve your ads to users who have clicked on your ads before. Remarketing ads are extremely beneficial because they keep your business and products at the top of customers’ minds — especially those who were close to making a purchase before.

Target specific keywords within the content of your ad allows your ad to appear to users who search that key term. The great thing about targeting with keywords is that you can change them to reflect the season, the holiday, etc.You can hand-craft the keywords you use to target a specific demographic or search intent, too.