Today, I am going to explain about Google Ads audience.
To find out more, check out my video below or keep reading for the full blog.
Audiences are a way of adding an extra layer of targeting in addition to your keywords, or whether you’re using a display campaign. So in order to help you demonstrate this, I’m just going to give you one quick example of how audiences could work. For the sake of this example, I’m going to use a fictitious website called for a dentist.
So let’s say you’ve got a dental practice here,without audience targeting. Somebody comes to your website by using the word dentist near me. What will happen in this case is you’re going to attract all types of people from adults to children to male to female. — who could type in dentist near me, and they will then ultimately be taken to your website.
In other words, that the ad will be shown to everyone. But let’s assume that you only want to target certain types of audiences. Like you either want to target, teenage audiences, adults or parents. We’ll do the same targeting with audiences.
So with audiences, we can have a dentist near me, which is what a user would typically type in. Now we define your Google Ads audience.
In this way, your Ads will be targeting the right audience.
So as a result of that, you’re narrowing down whom you want to show your ads regardless of the keyword that was used. In other words, you’ve added an extra layer of targeting.
You’re not just wasting your money, targeting audiences if you might not really want, but they have typed in your particular keyword. Now, in Google ads, there are two different ways.
You can target people by putting your audiences in target mode, whereby you’re really restricting your target audiences. So you can only do that if you’re absolutely certain who your target audience.
Or you can use observation mode. And with observation mode, you can still get the data, but you’re not unnecessarily restricting your audience.
So now I’ll show you a little bit of the interface of Google ads. If you go to Tools and settings, we’ve got an audience manager here. So if you click on that, the first thing that you’ll see is my YouTube viewers.
In order to do this, you got to make sure that your account, your Google Ads account has been connected to YouTube in the first place. So what I can do, I can click on this button here. When I click on it, I get website visitors, who visited our website
Also a pace forum site, app users who have downloaded my app. YouTube users, people who may have viewed my YouTube videos. Custom list where I can import things like email addresses. I simply click on a website list. And here I can specify what type of criteria I want to use whether people have visited a certain page website. They may have visited one page, but not another page. In order to actually add an audience to my campaign, what I can do. I can simply go inside the campaign, I can even go inside the actual ad group as well. Then I click on audiences and here I can add my audience.
Or what I can do here is I can select what’s the audience that I want to apply to my list. I can either select from here will work by searching for something, or I can click on browse. And here, I will get further options.
Now, the options that tend to work really well. This option down here, how they’re interacting with the website, which you can use for marketing.
These are what they actively are researching or planning. This is what they may be something called a market for. So if I click on if I click on how they interacted with the website. I can click here and I can select an audience I’ve already defined, or I can click on what they are actively researching or planning. Over here, what you’ll see is you’ll get a whole load of interests and I can then type in my interests over here. For example, you know, I can type in, I could even type in in the previous screen.
So this is the place where I would actually define my in-market audiences.What that means is that this is the audience whereby we know that they have been doing some type of research within this type of sector. Then our ads will be shown to these particular audiences.
Similarly, if I just click on an ad here, what I can do. — Click on Browse again, what are their interests.The same is a similar type of format. Or I can just do a search, I can type in like, you know, parenting, for example. Here you see, parents with infants, zero to one. Parents of teenagers 12 to 17, parents of toddlers, one to two years old.
There may be some services, whereby, like educational services. For example, or home tutoring, or whatever, and you might like to target the parents because you ultimately want their children to enrol on the educational program.
This is how you can define your audiences. And as well as apply your audiences, to your existing campaigns. It will ultimately help you to drive higher quality of your audiences. Not only have you targeted them via keywords, but you’ve also added an extra layer, which is your audiences.
So in another blog, I’ll be going through this in a lot more detail. We give some practical examples of where audiences have been applied and used. But for this blog, just wanted to give an introduction to our audiences. Generally how they work and their advantages. But you know, treat this with caution, because if you’re not an expert at PPC, you could end up losing a whole load of traffic.
You don’t just go in and apply your audiences. But also what you can do, you can add in some of the good negative audiences. Now a negative audience is whereby you want to exclude that audience. There is a certain audience in saying, we definitely don’t want that audience. We can exclude it so that regardless of whether they’re typing that into their keyword, Google will take your audiences into account. It is less likely to serve to add to that excluded audiences.
Finally, you can also do bid adjustments at the audience level. You can have an audience defined and you can display what you can tell Google. “I want to bid up a bit down on this audience like only bid up 50% or to decrease my bed by 25% on this particular audience.”
What you are doing ultimately, drive the highest quality search results to your ads.
Need help with your Google Ads? Or want an independent review of your Google Ads/SEO? Contact us or call 07866 555 555