4 Smart Tactics For Advanced Google Ads Audience Targeting

Gone are the days of relying solely on keywords to drive you ppc success,

With easy keyword match types, audience use in Google Ads is tenfold refined.

use audience targeting There is no option for campaigns anymore; It should be part of your overall campaign strategy.

Here, you’ll learn four advanced audience targeting strategies to take advantage of budgeting and refine your PPC targeting to maximize return on advertising spend (ROAS).

1. Better Use of Remarketing Lists for Search Ads (RLSAs)

Remarketing Lists for Search Ads (RLSAs) allow you to Optimize your search advertising campaigns Based on user behavior of past website visitors, and build your bids/targeting options for these users when they are searching on Google.

Example: Target people who spend more than your average purchase income when searching for competing brands.

This tactic will allow you to target and display ads to users who have historically generated a high conversion value for you whenever they are searching for one of your competitors on Google Search, allowing you to pay for your payments. Done can help avoid losing customers to competitors.

For example, an online grocery retailer can identify shoppers who spend more than their average order value each week.

In this scenario, the advertiser can set up a separate campaign to target and bid on competitive terms, but use RLSAs so that only ads are shown whenever users are searching on the list.

This is a great way to ensure that your budget is spent only on retaining profitable customers.

If you want to apply this strategy to your account, you’ll first need to find out by navigating to the Average Purchase Earnings Per User report in your Google Analytics account. Monetization > Overview,

4 Smart Strategies for Enhanced Google Ads Audience TargetingScreenshot by author, March 2022

Once you have the average order value figure, you will be able to create an audience list using the audience builder Configure > Audience In Google Analytics:

4 Smart Strategies for Enhanced Google Ads Audience TargetingScreenshot by author, March 2022

You can set event parameters and add any number of conditions:

4 Smart Strategies for Enhanced Google Ads Audience TargetingScreenshot by author, March 2022

This strategy is especially effective in industries where consumers are not loyal and can often flick between different retailers for the best deal (eg, in grocery retail).

By implementing this list, you can optimize your ad copy and advertise loyalty discounts to these customers to prevent them from leaving your brand for a competitor:

Example of messaging your RLSA audience in Google Ads.Screenshot by author, March 2022

2. Connecting Social Audiences with RLSAs

with more than 2.9 billion Monthly active users, Facebook has no rival when it comes to the vastness of its audience.

While Facebook targeting can be beneficial for reaching the general public, another main advantage Facebook provides lies in potential granularity With which you can target Facebook users.

Unlike Google Ads, Facebook has information about what users actually “like” or follow, and in-depth data from users’ personal profiles.

There can be huge benefits to using social ads alongside search campaigns.

For example, a recent case study from Facebook showed that the Bombus brand saw 27-point lift In ad recall for evergreen campaigns when using Custom Audience targeting.

Despite this, I still find a lot of brands that have a misaligned approach to advertising on both Facebook and Google, and therefore fail to share the insights they gain from platform to platform to maximize success .

Example: Use Facebook to find new potential buyers, and then target search to increase the likelihood of these people converting.

Facebook is one of the best platform expand your reach and identifying new users who are not yet actively seeking your products or services.

By tagging ads Targeting these new audiences As you go on Facebook, you’ll be able to target ads at these users later when they perform a Google search using top-of-the-funnel keywords, allowing those Facebook clicks to convert into new customers. The probability increases.

To do this, you’ll first need to create a new campaign on Facebook that’s designed to target new potential customers you’re not already targeting with your search ads (existing website visitors and mailing lists). exclude members):

Target new potential customers that you are not already targeting with your search ads.Screenshot by author, March 2022

By tagging the resulting Facebook campaign with a UTM tag, any clicks from this audience will be recorded in Google Analytics under the campaign name you set.

You will then be able to create an audience list in Google Analytics that includes traffic from this particular Facebook campaign:

4 Smart Strategies for Enhanced Google Ads Audience TargetingScreenshot by author, March 2022

Remember, like any audience list you create, the list must have at least 1,000 members before it can be used on Google Search.

Once you’ve filled your audience list with enough traffic from Facebook, create a search campaign on Google Ads that only includes top of the funnel keywords Such as informational questions about the product/service you offer (they should be at the top of the funnel as this audience is not specifically searching for your product/service).

Finally, selecting Target and Bid Settings, apply the remarketing list to the ad groups you create in your search campaign so that search ads are visible only to users who are from your list of new potential customers who are exposed on Facebook. has been done.

If you feel that you have exhausted the current demand on Google Search in your industry, I strongly recommend this strategy, as it helps you effectively reach new users and promote your product or service idea. Allows to create search demand from.

You can also use this same strategy by using Microsoft Ads to maximize your reach.

3. Using Custom Affinity Audiences

Google launched custom affinity audience To give advertisers more detailed control over audience targeting options on the Display Network.

This resolves the issue with regular Google Ads affinity audiences, as there isn’t a predefined affinity audience suitable for every business.

Custom affinity audience targeting can be set up in Google Ads by navigating to a Display campaign, clicking Targeting > Audience Segments > Your Custom Audience Segments > New Custom Audience,

Here you can create your specific audience using free form interests entered as keywords and/or URLs as a proxy for interest bundles:

Build your specific audience using free form interests.Screenshot by author, March 2022

In this example, custom affinity targeting creates an audience of “garden enthusiasts” using interests (entered keywords) and URL targeting.

You are able to get real-time demographic information while creating an audience. This can help ensure that you are targeting the right people.

While Custom Affinity Audience targeting allows for more control over the GDN, I find it is best used for brand building.

You can take an even more detailed approach to GDN targeting by layering Custom Affinity Audiences with other forms of targeting to increase campaign efficiency.

4. Combining In-Market Segments with Remarketing

in-market audience Allows you to set up your campaigns to reach people who are further down the funnel and more willing to make a purchase.

Google accurately categorizes users so that you can target those who are most interested in their offerings.

Google explains that you can separate interest from buyer intent by leveraging a powerful classification system based on real-time data and behavior displayed in the market.

In-market audiences can help drive incremental conversions, helping you connect with consumers as the last step before making a purchase decision.

You need to navigate to target in-market audience segments Targeting > In-market and life events > In-market segments.

Here you’ll see a list of approximately 500 available in-market audiences, with the option to further expand the higher-level categories (highlighted below).

Simply click the “Down” arrow on each in-market category to drill down to your desired audience.

Choose from over 500 in-market audiences in Google Ads.Screenshot by author, March 2022

The real impact on conversions comes from using in-market segments in conjunction with website remarketing lists.

You can layer in-market segments on top of your remarketing lists to increase reach while maintaining a high level of relevance to drive overall conversions.


paid search keywords The cost continues to increase every year. If your marketing budget doesn’t keep up with the change, you’ll need to get creative to drive new demand growth.

Many advertisers are shifting the bulk of the budget to other platforms such as Facebook, Snapchat and TikTok, mainly because of better audience targeting options (not searcher pun intended) and lower CPC.

With this in mind and the increasing use of automation in Google Ads, I think Google will continue to add to its options for audience targeting in a privacy-focused manner.

The PPC landscape is always changing. Make sure you stay on top of the latest features as well as test some of the tips mentioned above to see if they can provide better paid media results for your business.

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Featured Image: Jirsak/Shutterstock

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