5 Ways to Find Advertising Audiences for Google Ads

5 Ways to Find Advertising Audiences for Google Ads


As marketers we’ve all been there: sometimes it’s quite challenging to find the right advertising audiences and to allocate your ad spend effectively. Let’s take a look at five ways to find
advertising audiences for Google Ads. First things first, well as you might
already know, you can run Google Ads on either the search Network or the Display
Network. In this video, we’re going to focus specifically on the Search Network. When dealing with advertising audiences for the Search Network you might want to use your Remarketing Lists for Search Ads. This is a feature that allows
advertisers to tailor their ad campaigns based on what a user has done on their
website or mobile app. The first remarketing list that you can create is the audience of users who visited specific pages on your site. We noticed that our article on opinion leaders attracts an impressive number of readers,
and we wanted them to come back. That’s why we created a list of this article’s page visitors, and then we launched an Ad group that is set up to fire the ads
only if a user is on this list and is searching with the keywords that we are
bidding on. Thanks to our brand-new Google Integration, we can create GoogleAds campaigns and build audiences all in one simple user interface. The second way to create an advertising audience is to select users who are looking for a particular product on your site. For example, a real estate firm can
create a list of users who looked at properties for sale and then show an ad
with best offer to this audience as they Google “properties” next time. Since this audience has a higher purchase intent bids for this Ad Group can be increased. Audience number 3: Users who downloaded your content. If you have a list of users
who downloaded your white paper or any other piece of content, you can create an
ad group that triggers an ad, only if a user is on this list. You can tailor your
ad copy to move the downloaders closer towards the customership. This could be
something like offering them a free demo or 10% off their next purchase. Number four: the audience of users who abandon shopping carts. If you run an e-commerce business, you can create a list of users who filled items in their
shopping cart but for some reasons didn’t complete the check out. Like in the previous example, you can tailor your ad copy and reach them with a discount or a
special offer as they google for similar products next time. Last but not least:
users who bought from you one year ago. This strategy is mostly relevant to
seasonal businesses such as hotels or airlines. By setting higher bids for an
ad group targeted to this audience, you make sure your ad will be shown in the
top slots. And as a user has previously made a booking on your site and well is
aware of your brand, they’ll be more likely to purchase again. There is onething to keep in mind though. According to Google, the requirement to serve your remarketing list ads is to have a minimum of 1,000 active visitors or
users within the last 30 days. So make sure you also drive enough traffic to your site. We hope that these tips gave you some ideas on how to step up your Google Ads game. In case you have any questions or comments feel free to reach out to us anytime.

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