Highlights:
- Demographic Targeting: Focus your ads on individuals meeting specific demographic characteristics in your target audience.
- Interest-Based Targeting: Appeal to professionals who are interested in cutting-edge technology, scientific research, and healthcare breakthroughs.
- Geolocation Targeting: Focus on biotech professionals and researchers in specific regions to increase the relevance of your ads.
- Remarketing Targeting: Nurture prospective customers by reconnecting with users who have previously engaged with your website.
Understanding the Basics of Google Ads Targeting
Running a successful Google Ads campaign requires more than just creating compelling ad copy and setting a budget. A winning strategy begins with a thorough understanding of who your intended audience is and the basics of targeting. Targeting enables you to display your ads to a specific audience—one that is more likely to be interested in your product or service. Let’s explore the core aspects of targeting in Google Ads and we’ll share essential tips to help you get started.
Demographic targeting
Your company’s products and services are likely not for everyone, so to display ads to a particular audience, you can target prospective customers based on basic demographics such as age, gender, parental status, education level, income level, and more.
To use demographic targeting, specify your target audience characteristics in the audience section of your Google Ads campaign or ad group.
Interest-based targeting
Interest-based targeting divides users into affinity segments based on their lifestyle interests and habits. For example, you can target audience segments who are interested in biotechnology or healthcare. By doing so, you can customize your ad campaigns to display ads to those who are more likely to have a genuine interest in your products and services.
To sort audiences into segments, Google tracks users’ behavior across various websites using first-party cookies. However, remember that users who have not consented to these tracking cookies are unlikely to see ads targeting specific audience segments.
Geolocation
Geolocation targeting allows you to focus ad display to users based on their physical location, which can be useful if your business services customers in specific areas. This is often the case in the life sciences, where prospective customers might be densely located around biotech hubs such as Boston or San Francisco.
To target users based on geolocation, adjust the location settings in your campaign preferences. Target professionals and researchers in specific cities, states, countries, or specify a radius around a given location.
Remarketing
Remarketing is a powerful targeting method that allows you to nurture leads by targeting users who have previously visited your company website. This method allows you to reconnect with users who have already shown an interest in your products and content.
To leverage remarketing, set up a Google Ads tag on your website to track individuals who meet specific criteria defined within Google Ads. Remarketing helps reinforce your brand message, nurture prospects, and bring back potential customers who may not have converted on their first visit.
Conclusion
Unlocking the potential of Google Ads for your biotech company lies in precision targeting. By employing demographic, interest-based, geolocation, and remarketing targeting strategies specifically tailored to your industry, you can connect with your ideal audience and deliver personalized, relevant ads that drive results.
But remember, precision targeting is an ongoing process. Continually test and refine your strategies as you gain insights into your audience’s preferences and behaviors. With a well-crafted targeting approach, you can optimize your ad spend and achieve your marketing objectives in the competitive world of biotechnology.
With these insights, you’ll be equipped to excel in your Google Ads targeting efforts and start driving meaningful results.
Would you like more guidance or help with setting up your Google Ads campaigns? Request a consultation with Samba Scientific today.
Written by:
Samantha Bond is a Technical Content Specialist at Samba Scientific. With 20 years of hands-on
experience in molecular diagnostic assay development, validation, laboratory management, and
product quality control, she adds deep molecular biology insight to Samba’s case studies and
white papers. Learn more about her on LinkedIn.
