Reach valued customers with search audiences Flashcards
(33 cards)
How to create awareness?
detailed demographics - allows advertisers to reach people based on advanced demographic criteria like marital status, education, parenting stage and homeownership. Affinity audiences - aggregates people who have demonstrated a strong interest in a given topic.
How to Drive consideration?
In-market audiences - is a powerful way to drive consideration among people who are actively researching the products or services that you offer and who we’ve inferred are in the market to buy them, including those thinking of buying from other places.
Remarketing lists for search ads (RLSA) - helps you reach people who have engaged with your website or YouTube channel in the past.
Similar audiences for search - helps you find new customers that share the behaviours and characteristics of your remarketing audience segments.
How to increase loyalty with your existing customers?
Customer Match - allows you to upload your own data into Google Ads and reach custom segments across devices. Find your loyal customers, exclude your current customers and expand to reach those that resemble your customers.
Remarketing Lists for search ads (RLSA) - can help you reach those who were your customers in the past (those who’ve reached your website’s thank-you page).
What are three ways that google audience solutions can help you enhance your search strategy?
Variable bidding, Keyword expansion, Creative customisation
What is variable bidding?
Layer at least one audience group on top of your Search campaign, and bid differently for that audience based on their value to your business.
How does variable bidding work?
Increase your bids on certain audiences: If you bid higher for certain audiences, you’ll potentially have your ad shown in a better position when people search for you. For example, using Affinity Audiences, Hiroko could bid higher for customers searching for ‘mountain bikes’ who are also passionate about outdoor adventure sports.
Decrease your bids on certain audiences: Certain audiences might not have as strong a performance as others do, so you can reduce your bids when those audiences search for you. For example, from using Remarketing Lists for Search Ads, you may know that certain past visitors have a low average shopping basket value. Bidding lower for lists that include such visitors may improve your overall campaign performance.
Why you should care about variable bidding?
Ad auctions are competitive, and you want to make sure that you’re making the right bids when certain groups of people are searching for you.
What is keyword expansion?
Expand your keyword set to larger set terms and broader terms. Engage the middle and upper funnel for greater reach.
How does keyword expansion work?
Create ad groups that target generic keywords and only show ads to certain audiences. Bidding for generic keywords can be costly, as it’s not always a given that people searching for those terms are in the market for your product.
Why should you care about keyword expansion?
For example, people searching for the term ‘commute options’ might not be looking for bicycles and aren’t relevant customers for a bike shop. You may decide to create an ad group that targets generic terms like ‘commute’ and only have your ads shown to people that have been added to an in-market list for ‘Autos & Vehicles > Vehicles (Other) > Bicycles & Accessories’, increasing the relevancy of your ad.
What is creative customisation?
Reach different audience segments with unique messaging that will resonate best with them. Using Google Audiences, you can tailor your ad creatives based on the user.
How does creative customisation work?
You can build ad groups catering to specific audience lists and create bespoke text ads for those groups of people. For example, using Customer Match, you can create an ad that will only be shown to people who have signed up to your mailing list, offering them a discount for returning to your site.
Why you should care about creative customisation?
The more relevant your ads, the better the user experience for your customers, leading to a higher click-through rate and better campaign performance. For example, using Remarketing Lists for Search Ads, you can create an ad that’s relevant for new customers and only show it to them (by excluding all the people who’ve already visited your site in the past year).
What are affinity audiences?
Affinity Audiences aggregates users who’ve demonstrated a qualified interest in a given topic, allowing you to access the people that your product or service will most likely matter to.
When to use affinity audiences?
Say a person regularly views videos about camping, has recently searched for the best fishing lures on Google.com and has researched hiking trails on Google Maps. Our system would recognise that this person is likely to be passionate about the outdoors and would place them in an Outdoor Enthusiast affinity audience. If you were an online adventure sporting goods shop, you might like to bid on broad terms like ‘adventure sports’, but would want to to avoid potentially irrelevant traffic. By layering the Outdoor Enthusiast affinity audience to your broad keyword targeting campaign, you’ll make sure that your ads are only seen by people who are truly passionate about the outdoors, increasing the relevancy of your ad and the likelihood of conversion.
What are detailed demographics?
Using Detailed Demographics, you can reach customers based on their activities on Google.com. These activities may indicate certain things about their lives, including parental status, parenting stage, homeownership status, marital status and education status.
Parental status – Whether or not they’re a parent
Parenting stage – Ages of their children
Homeownership – Whether they own or rent their home
Marital status – Whether they’re married, in a relationship or single
Education status - Level of education they’ve achieved or if they’re currently attending college
When would you used detailed demographics?
Imagine that someone has searched for the best toys for their toddler on Google.com, recently viewed the best recipes for kids on YouTube, looked for the Children’s Amusement Centre on Google Maps and installed potty training apps on their mobile device. Our system would recognise that this person is likely to be caring for a toddler, and would place them in a Parents of Toddler audience. An online business selling toys suitable for babies aged 1–3 can layer the Parents of Toddler audience onto their Search campaign, so that when they’re targeting the broad keyword ‘toys’, they know their ads will only be shown to a relevant segment of parents.
What are in-marketing audiences?
Google’s Audience Solutions can tell the difference between interest and intent. Being able to identify groups that are in the market for your products and services is extremely valuable because it allows you to reach people when they’re in the mindset to buy. This can result in a higher ROI than reaching customers that are only generally interested.
When would you use in-marketing audiences?
Imagine that someone watched a video review of a car, installed the AutoTrader app on their mobile device, searched for car financing help on Google.com and looked for local car dealerships on Google Maps. Our system would recognise that this person is likely to be in the market for a car, and would add him to an audience list of similar people.
A bank that specialises in car financing and is looking to increase loans for potential car buyers might target the generic keyword ‘loans’ and layer that campaign with an audience that’s in the market for a car. This way, only people that are potentially interested in car financing will see their ad.
How does signals solution work?
Google’s intelligent algorithms leverage behaviour on Google.com, YouTube, Google Maps, Google Shopping and more to identify repeated patterns of behaviour.
How does surveys solution work?
Google validates this behaviour using surveys and conversion data.
How does scale solutions work?
As users move between mobile and desktop, Google maintains a holistic picture of their behaviours, helping brands to reach users across devices.
How do you reach people who have never heard of an online site?
Create a text ad that includes a ‘new user offer’ to reach the first group, as these people haven’t been to her site yet.
How would you reach people who have reached the online site before but are still researching?
Bid higher for the second group, which has a greater chance of converting, since these people already know about her site
