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Detailed Demographics: Struggling to implement targeting based on job sector correctly.
Posted by on March 9, 2021 at 10:44 amOur product is only relevant to B2B customers in financial services. The ads and landing pages clearly reflect this, but still over time we’ve found that on a couple of campaigns, maybe 50% of our Google Ad conversions come from irrelevant users.
On these campaigns, we added in detailed demographics to counter this, setting the ads to target only people who work in financial services. Problem is that in the week we’ve had it running, impressions are down 80%, clicks about 60% and conversions have gone to 0 (these campaigns would usually get about 10 conversions a week between them).
My guess is that Google is missing out on targeting some people who work in financial services. They can’t know everything and identifying their B2B audience will be even more difficult at the minute with working from home.
The other option is to switch off the demographic targeting and pay for irrelevant conversions. Is there a happy medium here? One idea I had was instead of targeting financial services, to just exclude all the other job sectors, that way it should target financial services plus the ones it doesn’t know?
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1 Reply
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Add more friction to your landing page. If you are just looking for a sign up, adding a question or two that only a B2B person can answer.
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