The Do's and Don'ts of PPC Targeting and Segmentation

  • Apr 03, 2023

  • by Santosh Singh

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The Do's and Don'ts of PPC Targeting and Segmentation

Pay-per-click (PPC) advertising is a popular method for businesses to drive website traffic and increase their customer base. However, to get the most out of your PPC campaigns, it's essential to have a targeted approach. In this blog post, we'll discuss the do's and don'ts of PPC targeting and segmentation.

The Do's of PPC Targeting and Segmentation

Do Define Your Target Audience

Defining your target audience is the first step in creating a successful PPC campaign. First, you need to know who your ideal customer is, what interests them, and what problems they are trying to solve. Once you have this information, you can create targeted ads that speak directly to their needs.

To define your target audience, start by creating buyer personas. These are fictional representations of your ideal customers based on research and data. Then, you can use tools like Google Analytics, social media insights, and customer surveys to gather information about your audience.

Once you have created your buyer personas, use them to guide your ad targeting and messaging. For example, if you know that your ideal customer is a young professional interested in sustainable fashion, you can create ads that speak directly to that demographic.

Do Use Keyword Research

Keyword research is an essential part of PPC targeting. You need to know which keywords your target audience is searching for so that you can create ads that appear in the right places. Use tools like Google Keyword Planner and Ahrefs to identify relevant keywords and add them to your campaigns.

When conducting keyword research, focus on long-tail keywords. These are longer and more specific search terms less competitive than broad keywords. For example, instead of targeting the keyword "shoes," you could target "vegan leather ankle boots."

Implementing long-tail keywords in your strategy can help you reach a more targeted audience and improve your ad's relevance score, leading to lower costs and better performance.

Do Segment Your Campaigns

Segmenting your campaigns is crucial to getting the most out of your PPC budget. By creating separate campaigns for different products or services, you can target specific audiences with tailored messaging. This approach also allows you to allocate your budget more effectively and track the performance of each campaign.

Consider factors like geography, demographics, and interests when segmenting your campaigns. For example, if you sell women's clothing, you could create separate campaigns for different age groups, such as "Women's Clothing for 20-somethings" and "Women's Clothing for 40-somethings."

Segmenting your campaigns can also help you identify which products or services perform best and adjust your digital marketing strategy accordingly.

Do Use Ad Extensions

Ad extensions are additional information that appears alongside your ad, such as your phone number or business location. Ad extensions can improve your ad's visibility and provide more information to potential customers. Use relevant extensions, such as location extensions for local businesses or call extensions for service-based businesses.

Some other ad extensions you can use include:

  • Sitelink extensions, which allow you to add links to specific pages on your website
  • Review extensions, which showcase positive reviews of your business
  • Callout extensions, which highlight unique selling points of your business

Ad extensions can help your ads stand out and provide more value to potential customers

Do Test and Refine Your Ads

PPC advertising requires constant testing and refinement to achieve the best results. Experiment with different ad formats, messaging, and targeting options to see what works best for your business. Use A/B testing to compare the performance of different ads and make data-driven decisions about your campaigns.

When testing your ads, only change one variable at a time. For example, if you want to test the effectiveness of two different headlines, keep the rest of the ad the same.

Testing and refining your ads can help you identify areas for improvement and make incremental changes that lead to better performance over time.

The Don'ts of PPC Targeting and Segmentation

Don't Target Broadly

Targeting a broad audience may seem like a good idea to reach more people, but it can be costly and ineffective. So instead, focus on finding your niche audience and,

Focusing on a narrow audience may result in fewer clicks, but those clicks are more likely to convert into customers, leading to a higher return on investment (ROI) for your PPC campaigns.

Don't Use Irrelevant Keywords

Using irrelevant keywords in your PPC campaigns can lead to wasted ad spend and poor performance. Instead, only use keywords relevant to your business and target audience.

When choosing keywords, consider search volume, competition, and relevance factors. Then, use tools like Google Keyword Planner and Ahrefs to identify relevant keywords and avoid irrelevant ones.

Using irrelevant keywords can also lead to a lower ad relevance score, increasing your cost per click (CPC) and decreasing your ad's visibility.

Don't Neglect Negative Keywords

Negative keywords are words or phrases you don't want your ads to appear for. For example, if you sell vegan products, you might want to exclude keywords like "meat" or "dairy." Neglecting negative keywords can result in wasted ad spend and irrelevant clicks.

When choosing negative keywords, consider factors like relevance and search volume. Then, use tools like Google Keyword Planner to identify negative keywords and add them to your campaigns.

Neglecting negative keywords can lead to a lower ad relevance score and higher CPC, decreasing your ad's visibility and effectiveness.

Don't Overlook Geotargeting

Geotargeting allows you to target specific geographic locations with your ads. This feature is handy for local businesses or businesses with a specific service area. Use geotargeting to reach your target audience and avoid wasting ad spending on irrelevant clicks.

When setting up your geotargeting, consider location, language, and device. Then, use the information you gathered when creating your buyer personas to guide your SEO strategy.

Using geo targeting can help you reach a more targeted audience and improve your ad's relevance score and effectiveness.

Don't Forget About Mobile Optimisation

Mobile devices account for a significant portion of online traffic, so optimising your PPC campaigns for mobile devices is essential. For example, ensure your landing pages are mobile-friendly and your ads are optimised for smaller screens.

When optimising your ads for mobile, consider factors like load time, formatting, and user experience. Then, use tools like Google's Mobile-Friendly Test to optimise your landing pages for mobile devices.

Optimising your ads for mobile can help you reach a larger audience and improve your ad's relevance score and effectiveness.


PPC targeting and segmentation can be powerful tools for businesses to reach their target audience and drive conversions. Following the do’s and don'ts outlined in this blog post, you can create targeted and effective PPC campaigns that deliver results. Always test and refine your campaigns to achieve the best possible performance.

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About author

Santosh Singh
  • Santosh Singh

With an experience of 20+ years in result-driven ROI-focused internet marketing, I specialise in recommendation and implementation of integrated website usability and e-Marketing projects as well as development and execution of strategic steps for online companies in Europe, US & India. 

I have successfully steered complex, dynamic, multinational projects (EMEA, Asia Pacific and the USA) by combining the insight of platform development strategies with hands-on expertise in leading cutting-edge CRM initiatives. I believe in delivering highly integrated & efficient search engine optimization (SEO) , Search Advertising (PPC), Digital marketing, Social Media and Internet marketing solutions to suit the most stringent business and technology requirements.

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