Layering audiences and keywords is an effective way to uncover cheaper clicks and increase the ROI of your advertising campaigns. Here are the steps to layer audiences and keywords:

Identify your target audience

The first step is to identify your target audience. This includes demographic information such as age, gender, location, and interests. You can use tools like Google Analytics or Facebook Audience Insights to gather this information.

Create your first audience layer

Once you have identified your target audience, create your first audience layer. This can be a broad audience that includes people who match your demographic and interest criteria. For example, if you are targeting people interested in fitness, you can create an audience of people who have shown interest in fitness-related content.

Add a second audience layer

Next, add a second audience layer to your targeting. This layer should be more specific than your first audience layer and should further refine your target audience. For example, you can add a layer of people who have previously engaged with your content or have visited your website.

Add keywords to your targeting

After you have added your audience layers, you can further refine your targeting by adding relevant keywords. This includes keywords related to your product or service, as well as keywords related to your audience’s interests.

For example, if you are targeting people interested in fitness, you can add keywords like “workout,” “nutrition,” and “health.” This will ensure that your ads are shown to people who are interested in fitness and are likely to engage with your content.

Monitor and optimize your campaign

Once you have set up your audience and keyword targeting, it’s important to monitor your campaign performance and optimize it for better results. You can use tools like Google Ads or Facebook Ads Manager to track your campaign metrics such as click-through rate, conversion rate, and cost per click.

Based on your campaign performance, you can make adjustments to your audience and keyword targeting to improve your results. For example, you can remove underperforming keywords or add new audience layers to reach a wider audience.

In conclusion, layering audiences and keywords is a powerful strategy to uncover cheaper clicks and increase the ROI of your advertising campaigns. By following these steps and continually optimizing your campaigns, you can reach your target audience more effectively and achieve better results.