You’ve set up your online ads, picked your keywords, and hit launch. But instead of attracting the right customers, you notice your ads are showing up in front of people who are unlikely to ever buy from you. Not only is this frustrating, but it’s also a fast way to burn through your marketing budget. That’s why working with experts who specialise in paid search, like https://impressive.com.au/ppc/, can help you refine your campaigns, though there are also practical fixes you can apply yourself.
The Problem with Broad Targeting
One of the biggest reasons ads reach the wrong people is broad targeting. Platforms like Google Ads are designed to show your ad to as many people as possible within your set parameters. If those parameters aren’t carefully defined, you’ll end up paying for clicks from people outside your ideal audience.
Ways targeting can go wrong include:
- Using general keywords that are too vague.
- Forgetting to exclude irrelevant search terms.
- Over-relying on default settings that prioritise reach over relevance.
A broad net might get you clicks, but it rarely gets you conversions.
Why Negative Keywords Are Your Best Friend
Negative keywords are one of the most overlooked tools in online advertising. By specifying which words you don’t want your ads to show for, you can cut out a huge chunk of wasted traffic. For example, if you’re selling premium products, excluding terms like “cheap” or “free” ensures your ads don’t show up for bargain-hunters who aren’t your target audience.
Regularly reviewing your search term reports and adding negatives can drastically improve campaign efficiency.
Audience Targeting Beyond Keywords
Keywords alone aren’t enough. Platforms now let you narrow targeting by demographics, interests, and behaviours. If you’re not making use of these, your ads might be appearing for people who are the right “search match” but not the right buyer.
For instance, if you run a service aimed at businesses, you’ll want to filter out hobbyists or students who might search the same terms but have no intention of spending money. Layering demographic and interest targeting helps you reach people with both intent and buying power.
Landing Pages Can Be the Silent Culprit
Sometimes the issue isn’t who sees the ad, but what happens after they click. If your landing page is too generic, unclear, or misaligned with the ad’s promise, people will bounce, and it may seem like your ads are attracting the wrong crowd.
Ask yourself:
- Does the landing page match the search intent behind the keyword?
- Is the messaging consistent with the ad?
- Does it make it obvious what the visitor should do next?
Fixing this alignment ensures that the right people feel they’re in the right place once they click.
Tracking and Data Tell the Story
If you’re not tracking properly, it can feel like your ads are showing to the wrong people simply because you don’t know who is converting. Conversion tracking reveals which keywords, audiences, and devices bring in paying customers, and which don’t.
Armed with that data, you can cut underperforming segments and invest more in the ones that are working.
How to Realign Your Campaigns
To stop wasting budget on the wrong audience, focus on:
- Tightening your keyword list and regularly reviewing performance.
- Building out negative keywords.
- Using demographic and behavioural targeting.
- Testing and improving landing pages.
- Setting up robust conversion tracking.
Each adjustment narrows your focus, ensuring your ads are seen by fewer people overall, but far more of the right ones.
Spending Less, Converting More
The truth is, showing your ads to fewer but better-qualified people almost always beats trying to reach the masses. With the right targeting and ongoing optimisation, your campaigns can deliver stronger results without needing a bigger budget. Ads don’t just need to show up, they need to show up for the right people.
**’The opinions expressed in the article are solely the author’s and don’t reflect the opinions or beliefs of the portal’**
