Here's how you can tailor your SEM strategies to reach specific demographics.

Use tools like Google Analytics, Facebook Audience Insights, and market research reports to understand the demographics of your current and potential customers. Key demographics to consider include age, gender, location, income level, education, marital status, and interests. Develop detailed buyer personas that represent your ideal customers. These personas should include demographic information as well as psychographic data such as values, attitudes, and behaviours.

Here’s how I can tailor my SEM strategies to reach specific demographics: First, I conduct thorough research to understand the preferences, behaviors, and needs of my target audience. I use data from tools like Google Analytics to analyze demographics such as age, gender, location, and interests. By setting up audience targeting in Google Ads, I can focus my campaigns on users who fit my desired demographics. Additionally, I adjust my bids and budgets to prioritize these key segments, ensuring my ads are seen by the most relevant audience. Finally, I continuously monitor and refine my campaigns based on performance data to improve engagement and conversion rates within each demographic.

Here it is important to summarise the customer data in a buyer persona file where we adjust the profile of our best buyer. I do not recommend more than 10 indicators, sometimes you can get lost in the data (big data) if you do not have the ability to summarise and focus things.

Choose keywords that resonate with your target demographic. Use long-tail keywords for more precise targeting and higher conversion rates.

Everything you can tailor to provide a fantastic user experience that resonates should be harnessed and iteratively refined with changing data sets. The landing page is the first chance to achieve this on your site, and should factor in relevancy to the search terms and keywords leading to that click, plus wider data points that all contribute toward your understanding of the people your are intending to target.

The landing page has to be direct, offer the product/service in a summarised way and clearly indicate the path to purchase without getting lost in discounts and motivational phrases, if the customer has reached this point it means that he/she is really interested.

Here it is inevitable to go through a research phase where we collect data and observe the hours of peak activity or interest in our product/service. Google Ads itself will give us this indication once it has obtained sufficient data. It usually takes a minimum of 3 weeks of activity to obtain this information. Then by the type of product or service offered there are patterns that are usually met, and give us an initial indication.