The first item your Google ads agency will need to investigate is the strategy of your audience targeting. There are many different options that are available for targeting.
These are a little broader but have been described as what people are passionate about. Remember Google knows how you search and where you hang out on the internet. They know what your interest and behaviors such as banking and finance and Cooking enthusiast. Check out this spreadsheet with more audience targeting ideas.
This type of targeting has a lot of subsets. You can set up to target if someone has been to any of your competitor’s websites, specific keywords they have searched for, and much more.
Google knows when you have important life events coming up such as; moving, getting married, graduating from school, and so forth.
This type of targeting allows you to target people who have recently searched for your products and services.
Your audience data;
You can import an email list that you have t target just those emails? Think about targeting both a prospect list or letting existing clients know you have a new product or service.
You can target people who have been to your website before! Don’t let that 95% that don’t buy on the first pass of your website escape.
These are audiences built with Google’s machine learning that target people who are similar in attributes and search behavior to those who have already been to your website.
With this targeting, you can get to your basics like age, and sex but also more detailed like income brackets.