Use Your Ideal Customer Avatar to Boost Google Ads Performance
There are a lot of components involved in a successful Google Ads campaign, but there’s one overarching theme that connects most of them: thinking like your customer. Many small business owners who do their own marketing are simply too attached to what they do to take a step back and look at things from a different perspective. An ideal customer avatar can help.
What Is an Ideal Customer Avatar?
An ideal customer avatar — also known as an ideal customer persona or profile — is a hypothetical person who would purchase your goods or services. You may have one or a few, depending on your business, but you don’t want to have too many — the key word here is “ideal.” Avatars are quite granular, which helps you really get in the mindset of your customer. To start creating an avatar, think about your customer’s:
- Basic demographics (age, sex, location, marital status)
- Income bracket
- Education level
- Hobbies and interests
- Household size
This is all useful, but next, we’re really going to dig deep. Here’s where you think about the mindset of your customer and go beyond the numbers and stats. Ask yourself:
- Why do they need your product or service? How will purchasing your product or service improve their lives?
- What are your customer’s goals?
- What are your customer’s core values?
- What challenges do they face? What are their pain points?
- What would they be searching for on Google that would lead them to your business? (This question will also help you decide which keywords to target.)
To really help you connect with potential customers, you can take this a step further an write a profile of your avatar in narrative form.
Using an Ideal Customer Avatar for Google Ads
One of the biggest mistakes you can make with Google Ads is to market what you think the benefits of your product or service are. When you do this, you can easily fall into the trap of being too vague and assuming that the very existence of your business is compelling enough to drive sales.
When your Google Ads aren’t customized to your ideal customer, it’s just like launching a campaign with no parameters in place. Throwing things at the wall and seeing what sticks is never good marketing — it’s all about targeting the right customer.
Take the ideal customer avatar you created and think about what would prompt them to click through to your website and make a purchase. Go back to those questions we asked earlier and use them to create customized ad copy. Tell them how your business:
- Will make their lives better.
- Will help them meet their goals.
- Fits in with their values.
- Will help them overcome their challenges.
- Is what they’ve been looking for.
Use your most compelling call to action in your Google Ad; keep it short, punchy, clear, and direct. Then, build on that call to action with a custom landing page for each ad you create. The landing pages should touch on all of the points above and flesh out the CTA in your ad.
Naturally, you’ll want to take the demographics you’ve decided upon for your ideal customer avatar and use those in targeting your ads. Remember, you don’t want people clicking on your ads if they’re not going to make a purchase, so don’t be afraid to target a very small subset of Google users.
Expanding Beyond Google Search Ads
When you're ready to expand your ads beyond Google Search, then you need to expand on your customer avatar. Ask and answer questions like:
- What publications do your customers read?
- What podcasts do your customers listen to?
- What types of websites are your customers visiting?
- What other complimentary businesses are your customers buying from?
- What products or services do your customers buy before or after purchasing from your business?
The answers to these questions will help guide your decisions about how to expand your campaigns to other ad networks like Google Display, YouTube Ads, and Facebook Ads.
Want more tips to improve your Google Ads performance? Click here to grab a copy of our Ultimate Google Ads checklist.
Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.
Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.