Audiences can help improve performance within a campaign, and they can also help influence strategies in other campaigns, and even in other channels. Using audiences within paid search, we can strategically share content based upon where the prospect is in the funnel and bid accordingly. We can start to gather information about their interests, their demographics and the ways that they’ve engaged with the brand.

Here you are four different tactics you can use to refine your PPC targeting to leverage budget and maximize return on ad spend (ROAS).

1. Smarter Use of Remarketing Lists for Search Ads (RLSAs)

Remarketing lists for search ads (RLSAs) allows you to customize your search ad campaigns based on the user behavior of previous website visitors, and tailor your bids/targeting options around these users when they’re searching on Google.

2. Combining Social Audiences with RLSAs

With more than 1.5 billion monthly active users, Facebook has no rival when it comes to the enormity of its audience. The main benefit Facebook offers lies in the potential granularity with which you can target Facebook’s users.

3. Utilizing Custom Affinity Audiences

Google launched custom affinity audiences to give advertisers granular control over audience targeting options on the display network. This tackles the issue with regular Google AdWords affinity audiences in that there isn’t a predefined affinity audience suitable for every business.

4. Combining In-Market Segments with Remarketing

In-market audiences allow you to set up your campaigns to reach people who are further down the funnel and ready to make a purchase. Google accurately categorizes users so you can target those most interested in their offerings.

The audience targeting tactics will help you to deliver improved paid media results for your business.