Benjamin Dada / UnsplashThere are quite a few added factors that can help in the optimum growth of your business while following a digital marketing strategy. Depending on the company you choose to work with, the kind of strategies you build will be different. However, every digital marketing agency tends to focus on growing through innovative methods — topic targeting is one of these methods.
With the technological advancements that we fall witness to with every passing day, it can be difficult to keep up. However, once you do, you’ll be able to realize that every new advancement is capable of changing the way you look at business altogether: a deeper understanding of the customer’s thought process, behavior, and even expectations from a product or service that they choose to invest their money in.
Where Does the Process of Topic Targeting Come in?
The concept of topic targeting comes from Google Adwords. To put it simply, topic targeting allows you to target more than just keywords and competitive placements. It allows you to target customers based on whole topics.
The Google Display Network comprises different websites, videos, and applications. While displaying your advertisements across these platforms, you need to reach the audience that’s capable of developing an interest in your products.
Topic targeting is a process that helps you reach your niche. It’s meant to lead you with impressions, not necessarily conversions. For example, if you’re advertising a publishing house that deals with novels and short stories, you’re highly likely to place your products under the category of books and literature. However, topic targeting doesn’t limit your growth into one field. You can also explore the arts and entertainment category. The ultimate goal of topic targeting is to explore as many options as possible to create a high level of impressions for your products. It’s more about brand awareness rather than going to the next step of your buyer persona.
Is It Essential to Use Topic Targeting as Part of Your Digital Marketing Strategy?
If the ultimate goal of topic targeting is to gain impressions and not clicks or conversions is the process worth it? Can’t you simply target all topics? Although that might be your first impression, topic targeting can be extremely beneficial for the overall set up of a digital marketing campaign.
Topic targeting is beyond just digital marketing. Topic targeting is capable of providing a foundation for your digital marketing strategy. While working out benefits in the long run, it gives the company you’re working with an idea of which industry you intend to target. This allows you to improve the entire content marketing performance of your business.
What Are the Ultimate Benefits of Implementing Topic Targeting in AdWords?
There are many benefits attached to the implementation of topic targeting in Google Adwords.
1. You Can Overcome Keyword Issues
To build a flawless digital marketing campaign, it’s extremely important to understand customer intent. Every keyword holds a different meaning for every user. For example, if you’re promoting a company that works with salt production, you could have a difficult time advertising your product. A 2010 movie is called Salt. There is an influencer and Turkish chef called Salt Bae, and there’s even a city in Utah called Salt Lake City. While one user could be looking for your product, there might be another that would rather watch the 2010 film. Topic targeting allows you to reach the audience that’s more likely to be interested in your products or services.
Depending on the product you’re offering, you can place your product in the category that suits it best. Moreover, topic targeting allows you to target negative topics as well, the categories that you don’t want your products to be associated with. For example, if you’re selling a form of salt, you can consider arts and entertainment to be a negative topic since you do not want to associate your brand with the movie Salt.
Although topic targeting isn’t an important step toward gaining conversions, it helps in creating an impression on the right audience. Once you’re able to make your niche even consider your product, you’re on the right track toward a sale.
2. Experimenting Can Help You Understand Your Customers Better
One of the most important parts of exploring the different options available in digital marketing is experimenting with the options you have. Topic targeting allows you to know the category that suits your business best according to functionality and target audience.
If you’ve been running a business for a while and have worked with a digital marketing agency before, you must be well aware of the fact that experimenting with your strategy is a crucial part of establishing your ground over the digital network.
Similarly, while topic targeting your Google Adwords account, you will gain further insight into which category works best for you and which doesn’t. By diving into the different categories available, you will be able to understand which promotional tactics could use more of your budget and where you can perform budget cuts.
3. You Can Target High-Traffic Websites on a Lower Budget
Targeting your audience through a high-traffic website sounds like a dream, but what if the simple process of topic targeting is capable of lowering the money that goes out of your wallet? For example, if your business works with visa consultations, you will find yourself fitting ideally into the tourism sector. While setting up your advertisements over high-traffic platforms such as YouTube or The Guardian, all you need to do is fit yourself into the category of travel and tourism. Not only are you able to reach your niche audience this way, but you are also minimizing your spend.
4. Expansion Becomes a Heavy Opportunity
Digital advertising can seem to be overwhelming at first: You never know what could work out best for your business. For example, when you consider a business that works with visa consultations, you consider the travel and tourism industry.
However, you might be pleasantly surprised when you find out that several corporate professionals are equally involved in your clientele. Gathering this information through topic targeting allows you to learn that you can explore different forms of advertising for your business — you expand your field of vision beyond simplicity.
Podcasts, videos, and articles of different topics and targeting different demographics can ultimately be a part of your digital marketing campaign.
Make Topic Targeting a Part of Your Digital Marketing Campaign
Topic targeting can help your business in ways that you wouldn’t otherwise consider. From reaching your niche and building impressions to remarketing to the ideal audience and ultimately proceeding on the scale of your buyer persona, topic targeting is a process that can be beneficial to your business in the long run.
By Kiara McColl