Google Ads Audience Manager and Audience Targeting - Complete Video Guide to Audience Types

TL;DR

The best Google Ads audiences depend on your campaign goal: prioritize customer match and remarketing for conversions, in-market and custom intent for active purchase intent, and demographic, affinity, or life-event targeting for prospecting and brand awareness. Audience Manager can build lists using sources such as Google Analytics, YouTube, mobile apps, and the Google Ads tag. Read on to compare eight audience types and choose the right targeting approach.

Transcript

what's up everyone welcome to the surfside ppc youtube channel today i'm going to be going over audience targeting and audience manager in google ads so i'm going to go through all the different types of people that you can target with your search display and video campaigns and which types of audiences are going to be the best based on the goals f... Read More

Key Insights

• 🎯 Remarketing and customer match are highly effective for targeting existing customers and driving conversions.
• 🛃 In-market and custom intent audiences are ideal for reaching individuals with current purchase intent.
• 🎯 Affinity and custom affinity audiences target people based on their interests and habits, while life events audiences focus on targeting individuals who have reached specific milestones.
• ⚾ Similar audiences are automatically created by Google Ads and can be targeted based on their similarity to your existing audiences.
• 👻 Customer match allows for uploading customer data to target specific individuals within the Google Ads network.
• 🛃 Custom intent and custom affinity audiences can be created by adding relevant keywords, URLs, and interests to target specific audience segments.

Questions & Answers

Q: Which Google Ads audience types are best for conversions and revenue?

Customer match and remarketing audiences are the strongest options because they target existing customers or people who have already interacted with the business. The guide ranks these audiences as the most likely to convert on a website.

Q: What is Google Ads Audience Manager used for?

Audience Manager is where you can view remarketing audiences and create custom intent and custom affinity audiences. It also displays audience sources and similar audiences associated with the account.

Q: What is the difference between in-market and custom intent audiences?

Both target people based on current purchase intent rather than broad interests. In-market audiences reach people actively researching a category, while custom intent audiences can be created using relevant keywords and URLs connected to the products or services offered.

Q: How do affinity audiences differ from in-market audiences?

Affinity and custom affinity audiences target established interests and habits, such as an interest in investing. In-market audiences target people actively considering a purchase, such as someone comparing trading platforms.

Q: How does Google Ads remarketing work?

Remarketing targets people who have previously interacted with a business. Lists can include people who visited a website or specific page, watched a YouTube video, or subscribed to a YouTube channel.

Q: How does customer match work in Google Ads?

Customer match uses customer data uploaded into Google Ads to identify people within Google's advertising network. For an ecommerce store, that data may include email, first name, last name, ZIP code, and phone number.

Q: What are similar audiences in Google Ads?

Similar audiences are automatically built by Google Ads from remarketing or customer match lists. They help advertisers target people who resemble those already included in an existing audience.

Q: Which Google Ads audiences are suitable for prospecting and brand awareness?

Demographics, detailed demographics, affinity, custom affinity, and life events are suitable for broader prospecting and brand-awareness goals. They can target characteristics such as age, gender, parental status, income, homeownership, interests, marriage, or college graduation.

Summary & Key Takeaways

• The video covers various types of audiences that can be targeted in Google Ads campaigns, including remarketing, customer match, in-market audiences, custom intent, affinity and custom affinity, and life events.

• Targeting existing customers and remarketing audiences tend to yield the best results for driving conversions and revenue.

• Custom intent and in-market audiences are ideal for targeting people with current purchase intent, while affinity and custom affinity audiences are based on interests and habits.

• Similar audiences are automatically built by Google Ads and can be targeted, while customer match allows for targeting based on uploaded customer data.