Audience signal are the food for the model. If you get your audience’s signals strengthened, you can ask Google to do the heavy lifting of making your ad relevant.
How to improve your audience signals?
There are four areas you can improve your audience signals:
- Interests & detailed demographics
- Demographics
- Your data
- Custom segments
- Interests & detailed demographics
There is more gem in this area. Use the audience insight to get a gauge on high X return segments. Ensure high X audiences are included in campaigns.
- Demographics are very generic. But if your products have a niche market-based demographic.
Build out more extensive custom segments
You can build out custom segments based on keywords or URLs.
Have systematic keywords research (like your current keywords effort)
URL research/ Apps used
Be creative with where else your customer might be researching your products.
For example, if you sell a campaign tent, you can also include an audience that checks out the camping gear.
- Competitors
- Industry leaders
- Associations
Your data
Keep your own audience upload for as long as possible.
As you know Google is replacing the current lookalike audience with an optimized target and expansive audience. But you can still use the function until August 2023.
Your own converter is your best signal. Take advantage of this as much as possible.
YouTube channel based
Again be creative about the content your customers might consume on YouTube.
Google Analytics 4
Google Analytics is the pivotable data hub for your customer behaviors. You can use the landing page and other events to create deeper segments.
In addition, in the Pmax campaign now you can use a similar audience as well with the GA4 audience.
Make sure accounts are linked
Key events on the website are tracked!
- Show the landing page audience signals
- Look-alike audience
How to plan for the audience?
Process
Because the process of creating an audience is very manual. To improve efficiency, you should plan a process that can be easily repeated
For instance, you can create a core audience, and make a copy of the core audience for deeper segmentation. This will allow you to continue to optimize your core audience while enhancing flexibility on targeted segments as well.
Audience Structure
You should plan a structure for your audience based on your account structure.
For instance, you can organize the audience based on decision funnels:
Top of the funnel awareness audience (e.g. GA website visitors)
Mid of the funnel (e.g., product viewers, involved blog readers…)
Bottom of the funnel sales/conversion (e.g. use current customers)
Organizing your audience based on the decision funnel will allow you to set the budget/Target level more accordingly. For example, you can aim for a higher Target for the bottom-of-funnel audience, while lowering the target for higher-funnel audiences.
Audiences data structure
- Interests & detailed demographics
- Exclusions
- Demographics
- Custom segments