How to Use Google Ads Custom Intent Audiences Effectively?

TL;DR

Google Ads Custom Intent Audiences help advertisers reach users actively researching specific products or services. To create effective custom intent audiences, include at least 50 relevant keywords related to your offerings, as this increases impressions and targeting precision. They are particularly useful for driving conversions without relying solely on remarketing strategies.

Transcript

what's up everyone welcome to the Surfside PPC youtube channel today gonna be going over custom intent audiences so custom intent audiences are available through Google Ads they have auto created custom intent audiences based on your website and then you can create your own so the first thing I want to do is go over the different types of campaigns... Read More

Key Insights

• 🪛 Custom intent audiences can be effective for advertisers aiming to drive conversions but not using remarketing or customer match.
• 🏛️ Building a custom intent audience requires a minimum of 50 relevant keywords.
• 👻 Custom intent audiences allow advertisers to reach users based on the products and services they are actively researching.
• 🚗 Auto created custom intent audiences are available, but creating your own audience using keywords and URLs can provide more control.
• 👨‍🔬 Utilizing competitor websites and search campaigns' existing keywords can help create a robust custom intent audience.
• 🛃 Custom intent audiences can be managed in the audience manager section of Google Ads.
• 🫠 Testing custom intent audiences against in-market audiences and similar audiences can help optimize ad targeting.

Questions & Answers

Q: What types of campaigns can use custom intent audiences?

Custom intent audiences can be used in display campaigns and video campaigns, but currently not in search campaigns.

Q: Can custom intent audiences help drive conversions?

Yes, custom intent audiences can help drive conversions, especially for advertisers who can drive repeat customers and have high customer lifetime values.

Q: Are custom intent audiences as effective as remarketing audiences?

Custom intent audiences may not yield the same results as remarketing audiences, but they can still be effective in reaching a targeted audience based on their research intent.

Q: How can custom intent audiences be created?

Custom intent audiences can be created using search keywords or URLs relevant to the products and services of interest. It is recommended to have at least 50 keywords to create a robust custom intent audience.

Q: Can custom intent audiences be created using competitors' websites?

Yes, custom intent audiences can be created using competitors' websites by including their URLs and relevant keywords in the audience creation process.

Q: Where can custom intent audiences be managed and created?

Custom intent audiences can be created in the audience manager within the Google Ads account. They can also be created during the campaign building process when creating a new ad group.

Q: How can custom intent audiences be further expanded?

Custom intent audiences can be expanded by continuously adding more relevant keywords and URLs to the audience. The keyword planner tool can be used to find additional keyword ideas.

Q: How can custom intent audiences be targeted in campaigns?

Custom intent audiences can be targeted in display ad groups by selecting the custom intent option and choosing the desired custom intent audience.

Summary & Key Takeaways

• Custom Intent Audiences can be used in display campaigns and video campaigns but not in search campaigns.

• These audiences are created based on keywords and URLs relevant to the products and services being actively researched.

• It is recommended to have at least 50 keywords for a custom intent audience to increase impressions.