How to Use Audiences on Google Search in AdWords. 25 tips

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How to Use Audiences on Google Search in AdWords. 25 tips    

Audiences in AdWords are a major tool that marketers can use to effectively target the select niche of customers. Using audiences allows a marketer to make substantial changes that can impact the success of a campaign. 25 tips on how to use Audiences include:

Identify interest categories

The affinity categories are fundamental to the success of AdWords campaigns and identifying them ensures Audiences is well optimized to target a select niche of buyers with a common interest.

Demographic targeting

Buyers vary in age range and gender and identifying these is a crucial input that allows for effective demographic targeting using Audiences.

Utilize Google Analytics

Google Analytics is best known for its value as a platform for data and research. The structuring of Audiences on Google Search should thus be informed by the information from Google Analytics.

Identify motivation to buy

A crucial element to identify when using Audiences is the identification of the motivation to buy which is what informs the optimization strategy for the AdWords campaign.

Monitor device used by user

Audiences can be used when a marketer identifies the device used by a user and the effectively target the same in AdWords campaigns.

Identify position of user on buyer journey

A crucial input that must be internalized is the position of the user on the buyer journey and this is where Audiences comes in to aid in effective targeting and optimization.

Identify their lifetime value

Identifying the lifetime value of a buyer is the best approach to Audiences since it defines the role of a marketer and the overall input to be placed in targeting.

Period of online activity

Audiences is a perfect targeting tool to focus on the period in which a user is characterized as being online or when there is extensive online activity

Geographic location

Audiences can be used to structure targeting in terms of the geographic location where it is possible to focus on a local niche.

Sites visited

Structuring Audiences using sites visited is a way to ensure that users who visit specific sites are captured seamlessly and focused upon.

Monitoring weekend and weekday traffic

By monitoring the weekend and weekday activity of the users, it is possible to utilize audiences to set up a search measure for effective targeting.

Monitoring places of interest

Audiences can be used on Google search to monitor places of interest like Airports, universities and commercial areas hence providing a steady target setting.

Utilizing RLSA

A peculiar way to use Audiences is to utilize Remarketing Lists for Search Ads where AdWords can be optimized to work effectively in a marketing campaign.

Bid separately for device, time and location

A unique tip for using Audiences on Google search is to bid separately for device, time and location as this will mean an effective balance on the user approach to searching for goods or services.

Set max CPM

In line with the Group default bid, Audiences can be utilized by setting the max CPM and ensuring that the budget is effectively utilized for the search.

Have max CPC

Setting the max CPC is a strategy that allows for the optimization of a campaign and it ensures AdWords budget is utilized to its maximum capacity.

Set bid adjustment

An approach for Audiences on Google Search is setting bid adjustment with a range from -90 up to +900 to provide flexibility.

Input final URL of Ad

A preferred approach when dealing with Audiences in AdWords is to input final URL of the Ad to ensure the collective results reflect what the target users have gravitated towards.

Assign multiple audiences

It is possible to assign multiple audiences by importing a list using “make multiple changes” or use a “CSV file” which will in turn optimize the campaign.

Creating wide niche lists

Wide niche lists are very important when utilizing Audiences on Google Search since they capture a wider user base making it possible to have an inclusive campaign.

Set strategic durations

When using Audiences, setting strategic durations is a worthy undertaking where marketers can for instance set RLSA campaigns to a 180-day restriction and display remarketing to a 540-day duration.

Exclude already converted list

Using Audiences, it is possible to exclude the already converted list and thereby avoid the case of ineffective data and reporting owing to already converted users being targeted again in a campaign.

Set a frequency cap

A major undertaking when focusing on Audiences on Google Search is setting a frequency cap which aids in allowing the campaign to have effective targeting during the peak moments.

Check broken code

Broken code does not impact conversions and it should therefore be checked to ensure the campaign is seamless and in the right capacity to impact the target audience.

Track seasonal audiences

When using Audiences, tracking the seasonal users is an effective way of ensuring that their search modules and optimization angles are well captured for a successful campaign.

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