Google, as the most prominent search engine, is an excellent area for businesses to find potential customers and clients. Because Google Ads allows the advertiser to put up a system that reaches out to people in relevant demographics who have identical search queries to the product, it is a great tool for audience targeting.
In Google Ads, what are audiences?
Users that click on your ads will have more context thanks to Google Ads audiences. This includes demographic data, interests, active searches, and, in the case of remarketing audiences, previous interactions with your business. You can use audiences to target a specific audience with your ads, or you can use bid adjustments to attract more high-converting traffic.
However, you might be wondering how Google Ads assist you reach a certain audience. We’ll address this question and offer some perspective in this article.
A Better Use Of Remarketing Lists (RLSAs)For Search Ads
Remarketing lists for search ads (RLSAs) allow you to personalise your search ad campaigns based on previous website visitors’ activity and adapt your bids/targeting options to these users when they search on Google.When looking for competing brands, look for consumers that spend more than your typical purchase price.
This strategy will allow you to target and display ads to users who have historically provided a high conversion value for you when they search for one of your competitors on Google, potentially saving you money.
Combining RLSAs and Social Audiences
When it comes to audience size, Facebook is unrivalled, with more than 2.9 billion monthly active users. While Facebook targeting can help you reach a large number of people, another major advantage is the precision with which you can target Facebook users.Unlike Google Ads, Facebook Ads has data on what users “Like” or follow, as well as detailed information from their personal accounts. Use Facebook to find new potential buyers, and then search for them to boost the chances of their converting.
One of the best sites for growing your reach and identifying new users who aren’t actively shopping for your products or services right now is Facebook.By tagging Facebook advertisements that target these new audience segments, you’ll be able to target advertising at these individuals when they search Google using top-of-funnel keywords, increasing the chances of those Facebook clicks converting into new customers.
Custom Affinity Audiences
Custom affinity audiences were created by Google to allow marketers more flexibility over audience targeting options on the display network.This solves the problem with standard Google Ads affinity audiences because not every business has a predefined affinity audience.
By going to a Display campaign in Google Ads and choosing Targeting > Audience Segments > Your Custom Audience Segments > New Custom Audience, you can create custom affinity audience targeting.
Combining Remarketing and In-Market Segments
In-market audiences allow you to target consumers who are further down the funnel and are more likely to buy.Google uses real-time data and a strong categorization system based on demonstrated in-market behaviour to correctly identify users so you can target people who are most interested in your offers.
In-market audiences can help you generate incremental conversions by connecting with customers just before they make a buying decision.Understanding Google Ads audiences might be difficult. Depending on the type of campaign you’re running, each audience category and its function are different. Finding the proper audience to target can help you save money on advertising, improve your ad conversion rate, and ultimately boost your revenue.
A digital marketing agency is usually the best option for this. Why wait when you may notice an increase in Google leads and organic traffic in no time? Start now!