In Depth Targeting for Pay Per Click PPC Ads

Last Update: February 08, 2016

In Depth Targeting for Pay Per Click (PPC) Ads

PPC or pay per click advertising, is an online advertising model in which advertisers can display ads for their goods and services for a cost. People searching online enter relevant queries into google, Bing or any other search engine platform . Advertisers are only charged when a user actually clicks on their ad, hence the name “pay-per-click.”

In order to have a successful Ad placed you need to follow a formula which targets your potential prospect

A. Isolate Male and Female in your ads ( this can also be if appropriate, broken down by age)

1. Make your product /offer congruent to either not to both

B. Don't Target Multiple type prospects, or Internet groups in the same Ad.

1. If you want to focus on swimmers for example don't try to advertise to runners in the same Ad.

C. Isolate your ad platforms, I.E

1. You may want to only Advertise on Mobile devices

2. or maybe just desk tops and tablets.

D. When an Ad has been running for a while, go back in and lower your bid to what your average cost per click might be.

1. If your initial bid is $1.00 and you see that after 24-48 hours the average cost per click is about $.35 cents, lower your bid to say $.50.

Now let's see how this may play out in an actual Ad

My Ad is focused on Supplementing income opportunities for retirement

I further target my Ad towards:


Ages: 45-65

I want to further focus on college educated only

If possible i want to further focus on Financial data showing income range of $35,000 to $55,000

I want to only Advertise this Ad on Mobile devices...

You can create a multitude of criteria based on what you wish to Advertise but these will give you a good grasp of the formula.

The good thing about this is that, you can run multiple ads for very little money say $5-$10 each focusing on a different aspect of your Targeting.

You can run the same Exact Ad and switch to Desktop and tablets only or you can change the Men to Women, etc.. keep testing and editing different aspects of the Ad.

Than once you see which Ad or Ads are performing better, you can double down on that Ad and delete or continue editing the lower performing Ad.

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BradNY Premium
Thank you for the specifics and the example and the reminder to experiment so you can refine the target audience. Very helpful.

I'm not sure I fully understand the bidding piece. Can you explain that a little further?

FrankT1 Premium
Take a look at the campaign I am running on Bingads.

You will note in the left column my keywords for this campaign, that i am using to generate impressions (column 7) which is: The number of times an ad has been displayed on search results pages or other sites on the Yahoo Bing Network. When you generate impressions, they hopefully will lead to clicks. (see column 6)
Now look at Column 3 (My Current bid)

What it is: Your current bid is the maximum cost-per-click that you are willing to pay for a keyword. (It does not include any bid adjustments you have made, so total spend could be higher.) Keyword bids can be made for all keywords in an ad group or custom bids can be made for some or all of your keywords.

I am bidding using a (Phrase match) With phrase match, you can show your ad to customers who are searching for your exact keyword and close variants of your exact keyword, with additional words before or after. Phrase match is more targeted than the default broad match, but more flexible than exact match.

For the keyword Online Business my current bid is $1.45 per click which generated 2095 impressions and 20 clicks..If I wanted a broader reach but less targeted I would use a (broad match)

Now if you look at column 9 (Average cost per click), I am actually paying $1.11 per click Less Money than i actually bid...Not great but
i need to do some work on this campaign.

Now if you look at my totals, it says that I have
23 Keywords generating 2372 impressions which yielded 26 clicks to my AD..It cost me $30.61 for those results so far.
The average cost for every click was $1.18

Now look at column #8 CTR -This is the click thru rate
What it is: The number of times an ad was clicked divided by the number of times the ad was shown (impressions). For example, if your ads had 50 clicks out of 2,348 impressions, your CTR is 2.13%.

The average CTR is approx. 2% ...mine is reading 1.10% which tells me we need to consider making some adjustments
JudeP Premium
Thanks again for valuable info :)
ecomtom Premium
Good blog Frank. I need to learn more of how to test.