As the consumer market becomes more competitive, it targeting your audience in a defined manner is crucial for advertising success. In this blog post, PPC executive Chloe Prior explains how you can use Adwords audience targeting to hone in on your potential customers.
What is audience targeting and how can my business use it?
Google Adwords offers several features that allow advertisers to specifically target the correct audience through paid search. You can Get to know your audience by using In-Market and Custom Intent Audiences.
In-market audiences: reach your potential customers
In-Market Audiences have been available on The Google Display Network since 2014 and they were rolled out into Search in July 2018. They allow advertisers to reach potential customers who are in the browse, research, and comparison stage of their path to making a purchase. It is easy for Google to determine which customers are in the In Market phase based on their previous search history. An online garden retailer might use the Home & Garden In-Market Audience to target potential customers who are researching different garden benches. Google will then target users who have shown that they are interested in this product. By using this method of targeting, a business can improve the likelihood of a consumer completing a purchase with them instead of a competitor. In-Market Audiences can also be used as part of a re-marketing campaign in order to reach those who are near the end of their purchase path.
How do I set up in-market audiences?
If you think your business would benefit from using In-Market Audiences, then you can easily add them to your current campaigns. Select the campaign, click on the audiences tab and then click on add new audience. Before you choose your audience type, select targeting or observation, whichever one suits the aim of the campaign. The option for In-Market Audiences is the second one down on the table so go ahead and select the most relevant category for your business. Each category has a drop-down menu which means that the audience can be narrowed down further to target those who are interested in your product or service.
Custom intent audiences: be in control of who you target with display
Are your display campaigns under-performing? Then it’s worth exploring custom intent audiences. This feature allows an advertiser to be in control of who is being targeted on the Google Display Network. It can be used to attract consumers who have shown an intent to complete a purchase in the last 30 days, and therefore target consumers who are in the final stage of the purchase path. This type of audience can be made up of a combination of keywords and URLs so it is important to think like a consumer when deciding which of these to include. If you were searching for a new gas barbecue, which websites would you visit in order to make an informed decision? It is recommended that 10 keywords and 5 URLs are added when creating a custom intent audience to specifically target users but not too much so that the estimated audience size is too small.
How do I set up custom intent audiences?
Custom Intent Audiences can be added to campaigns by selecting this option in the audiences section of your display campaign. Choose ‘Create New Custom Intent Audience’ and make a start on adding the keywords and URLs that you would like to use. The estimated number of impressions for this audience will be visible and this gives a great indication as to how many people are likely to see your ad.
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