How to Target Parents Through Paid Ads

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One of the tricky parts about this is the fact parents are such a varied group. Forty percent of US households have at least one child under the age of 18, and that large group includes people from all walks of life. The USDA estimates that it costs $284,570 (with inflation factored in) to raise a child through age 17. To successfully target parents through paid ads, you have to deeply understand your target audience and use this knowledge to inform your marketing strategy. 7 Ways to Target Parents Through Paid Ads Parents spend a lot of time online, meaning they may be pretty likely to see your paid ads. For the first time, women in the U.S. are more often having babies in their 30s than their 20s. This means you’re looking at an audience with a lot of millennials who spend a great deal of time on social media. This is also the case with younger parents , and both groups use search engines to find answers to everyday questions. The difficulty is not reaching parents; it’s targeting the right people with the right message at the right time. For example, there’s no point in reaching a teenager’s parent with an ad for baby formula. You may have a rough idea about your target audience, but you’ve got to drill down further and figure out what matters to parents when targeting them through paid ads. 1. Incorporate Life Events When we look back at our childhoods or those of our children, it’s often the big life events that stand out. There’s nothing wrong with turning 31 or 63, but it doesn’t quite carry the same excitement as your eighth birthday. Events like birthdays, holidays, vacations, and graduations are important to children, and they’re equally important to parents. Even if money tight, most parents are willing to do what it takes to ensure their children have amazing memories of big moments. For marketers, this is an opportunity to connect with parents. It’s not always easy to know what kids want, but through paid ads, your business can guide parents to the hottest gifts. This should play an important part in your paid ads, especially at important times of the year like late spring, when kids often graduate from high school. Parents often want to mark these special days with the right gift or by throwing a wonderful party, and …

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How to Target Millennials Through Paid Ads

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Millennials are something of a mythical bunch in society. Much is said about their behaviors and preferences, yet many of the stories seem to contradict. Even narrowing down what age group millennials represent is challenging, and many people have differing views. This confusing picture makes it challenging to target millennials through paid ads, but don’t let it put you off. Let’s look at who millennials are and how you can use that data to create targeted ads that will convince them to convert. When Were Millennials Born? Millennials are defined as “ people reaching young adulthood in the early 21st century .” The Pew Research Center further defines the group as those born between 1981 and 1996, though that time period has shifted over time. Millennials are now the most populous group in the US, making up 21.97 percent of the population , and this trend is set to continue …

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How to Target Baby Boomers Through Paid Ads

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The baby boomer generation may seem like an afterthought when you put together the target audience for your paid marketing campaigns, but they still hold a lot of the country’s wealth and remain a key purchasing demographic. When Was the Baby Boomer Generation Born? Baby boomers were born between 1946 and 1964. This generation still makes up a large portion of the population, with a 23.5 percent share as of 2019 . In fact, they were the largest generation in history until millennials surpassed them. The baby boomers have had a huge impact on social and economic policy and were the target audience for many marketing and advertising campaigns for decades. The term “baby boomers” actually comes from the fact that there was a high birth rate following the soldiers’ return from World War II. As a result of their high numbers and growth to adult age during a time …

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How to Target Generation X Through Paid Ads

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Finding new audiences to target is a constant challenge for marketers. If you’ve never tried marketing for Generation X, you could be missing out on a valuable group of consumers. Why should you customize ads for a Generation X target market? Your customers are individuals, but they also belong to a group based on what year they were born. As unique as each might be, they move through some experiences and stages of life together. What makes Generation X so valuable? We’ll take a look at who these consumers are, what experiences might influence how they respond to advertising, and a few best practices to make sure you hit the mark with your ads. How Old is Generation X? 1965 to 1980 are typically known as the Generation X years. The name “Genera t ion X” was adopted from a 1991 novel written by Douglas Coupland called Generation X: Tales …

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How to Identify Your Ideal Target Markets for Paid Campaigns

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Many marketers think generating a ton of traffic to their website is the end-all-be-all of online marketing. It isn’t. What’s far more important is getting your target market right. Your target market is the people you want to buy your product or service. Some are existing customers, while others may never have heard of you. Isn’t that just the same as a demographic? Not quite. Demographics are actually subsets of a target market. For example, a car insurance company’s target market could be “all car owners.” But their latest marketing campaign could focus on one specific demographic within that market, such as young drivers. Why You Need to Identify Your Target Market for Paid Ad Campaigns An ad campaign is only as strong as its audience targeting. To continue the car insurance example, I wouldn’t use messaging and imagery aimed at young drivers in a social campaign targeted at older …

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How to Do Niche Marketing For Tiny Audiences

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Are you in a crowded industry and can’t seem to stand out? Does your brand operate in a niche with a small audience? If you answered yes to one of those questions, then you know reaching your target audience is no walk in the park. That’s exactly why you must leverage niche marketing. What Is Niche Marketing? Niche marketing refers to any marketing tactic aiming to attract and convert a specific market segment with unique preferences and demands. The main difference between niche marketing and other types of marketing is it uses hyper-personalized messaging and is picky about platforms. To truly understand what niche marketing is, we must first understand what a niche market is. Simply put, a niche market is a small, defined segment of a larger market. What makes a niche market more defined than a broad market is the niche has its own needs, preferences, and identity. …

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How to Find Your Target Audience

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When I first started out in marketing, I thought traffic was everything. I wanted to be as big as companies like HubSpot . Just look at the image above and you’ll see how many visitors they are getting. They generate 29.61 million visitors a month from 11.74 million people. And those visitors produce roughly 10 billion dollars of market cap . Now, let’s look at NeilPatel.com. Can you guess how many visitors I’m getting each month? I’m generating roughly 8.717 million visitors a month from 3.616 million people. When you look at it from a unique visitor perspective, HubSpot is getting 3.24 times more unique visitors than me. So, in theory, I should be worth roughly 3 times less than them, right? Well, technically I’m not even worth 1/10th of them. Not even close. Why is that? It’s because I didn’t go after the right target audience, while HubSpot did. …

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How to Use Music in Marketing Paid Campaigns

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Everyone loves music. Using it in your paid ad campaigns is a powerful way to catch people’s attention or appeal to their emotions. The right music, leveraged in the right ways, has the potential to positively affect metrics like CTR and traffic to your website . Why is Music in Marketing Paid Campaigns Beneficial? Over the past few years, we’ve seen some incredible marketing happen with the marriage of music and marketing. Remember when HP worked with Meghan Trainor to help promote their HP Pavilion x360? With this creative ad, HP saw a 26 percent increase in revenue from the previous 12-week average. Why do music and paid campaigns work so well together? Firstly, we have to understand the importance of music as a whole. How much music do you listen to? If you’re an average American, this will amount to around 16 hours per week . While we all …

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How to Build Customer Loyalty Through Paid Ad Campaigns

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How do you inspire customer loyalty? PPC and social campaigns might not be the first things that come to mind—but maybe they should. Most marketers focus on acquiring new customers when it comes to paid marketing. That’s understandable—who wouldn’t want new customers? Bringing in new customers can help your brand grow, but studies show that loyal customers are the lifeblood of your business. They’re the ones who spend 67% more on your business than new customers . If you’re introducing a new product or service, they’re also 50% more likely to try it out than new customers. There’s no disputing the value of retaining customers. But how exactly can you do it? Here’s why loyalty matters and how to use your paid campaigns to not just drive sales but also build long-term relationships with loyal customers. Why Customer Loyalty is Important Why exactly does customer loyalty matter so much? After …

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How to Promote Your Podcast Through Paid Ads

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Growing a podcast is a challenge. There are 1.75 million podcasts in the world and more than 43 million episodes. There’s a lot of competition, but podcast consumption has also increased exponentially. Thirty-seven percent of US adults have listened to podcasts, a three-fold increase compared to the last ten years. Podcast listeners also tune in to an average of seven different shows per week, and 80 percent listen to the entire or most of each episode. The podcast industry has a bright future. Both the number of podcasts and podcast listeners have spiked. One of the most effective ways to promote your podcast audience is using paid ads. Here’s how to do it. Why Should You Create a Paid Ad to Promote Your Podcast? Paid ads provide a fast and effective way to promote podcasts and increase brand awareness. Unlike content marketing, which takes a ton of time, paid ads …

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How to Make Evergreen PPC Ads

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Marketers often create PPC ads based on the latest trends and one-time deals, but these aren’t the only types of paid ads you can create. Evergreen PPC ads are a must-have addition to your marketing arsenal. Unlike a seasonal ad, they can run throughout the year, even without edits or updates. Plus, they guarantee your paid ads can generate leads every day with minimal effort on your part. Below are tips for creating timeless campaigns that could become an important part of your marketing strategy. Trending Topic vs Evergreen PPC Ads First, let’s cover the difference between an evergreen ad and a non-evergreen ad. PPC ads that aren’t evergreen mostly relate to trends or temporary campaigns. They might include new information, new tools, or recent trends to make consumers stop and stare. Imagine an ad promoting clothes for the winter season or a cosmetics brand sharing products related to a …

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