Should I Target People Who Are Price Shopping in Google Ads?

Short Answer: Whether or not to target people who are price shopping in Google Ads depends on your specific business goals and strategy. You might benefit from reaching these potential customers, but if you’re concerned about attracting only those seeking the lowest price, you can choose to exclude related search terms through negative keywords.

Full Explanation

Deciding to target price shoppers using Google Ads is a choice that rests entirely on what you want to achieve with your advertising efforts. Price shoppers are individuals actively looking for the best deal or the lowest price. If your business aims to attract customers based on competitive pricing, including search terms related to price could bring them to your site.

However, not all businesses may want to attract such cost-conscious prospects. Sometimes, these users might not be the ideal clients if your product or service focuses on value, quality, or features beyond just price. Thus, targeting price-focused terms might lead to lower quality leads or clients more interested in discounts than long-term value.

Step-by-Step Breakdown

Review your business goals and consider whether drawing in price-sensitive customers aligns with them.
If you decide to target price shoppers, include search terms related to pricing in your Google Ads campaigns to capture this audience.
If you prefer to avoid attracting price-only shoppers, identify common pricing-related words like “cost” or “cheap” and add them as negative keywords to prevent your ads from showing for those searches.
Continuously monitor your campaigns’ performance to understand the impact of targeting or excluding price shoppers, and adjust accordingly.

Real Examples

For example, a business focusing on premium products might want to exclude queries containing “cheap” or “affordable” to avoid price shoppers. Conversely, a retailer with competitive pricing might actively include terms like “best price” or “discount” to attract customers looking for deals. Either approach depends on your business’s marketing strategy and desired audience.

Common Mistakes

Failing to decide a clear strategy before targeting price shoppers could result in attracting the wrong audience.
Not using negative keywords properly may cause your ads to show to an audience that is less likely to convert.
Ignoring the ongoing monitoring and optimization of campaigns based on who is actually clicking on your ads.

FAQs

Q: Can I switch targeting between price shoppers and non-price shoppers?
Yes, you can adjust your campaigns by adding or removing negative keywords to target or exclude price shopping searches as needed.

Q: What are some examples of negative keywords to exclude price shoppers?
Words like “cost,” “cheap,” and similar pricing-related terms are commonly used as negative keywords to avoid reaching price-focused searchers.

Q: Will excluding price shoppers reduce my ad clicks?
Yes, excluding certain keywords related to price will limit your ad impressions and clicks from price-sensitive users, which may help focus your budget on more relevant prospects.

Key Takeaways

Targeting price shoppers in Google Ads is a strategic choice based on your business objectives.
You should decide if attracting price-focused customers benefits or harms your marketing goals.
Using negative keywords like “cost” can help exclude price shoppers if they don’t fit your ideal audience.
Regular monitoring of your campaigns will help you adjust this strategy effectively over time.