How To Use Google Ads Audiences Observation to Optimization

How To Use Google Ads Audiences  Observation to Optimization


Darren Taylor: There’s
one underutilized feature in Google ads I see a lot
of advertisers missing out on and that is
utilizing audience data, to help your PPC campaigns
in terms of search. How exactly can you
leverage the predetermined audiences Google holds
data wise within your search campaigns,
and actually, use that data to improve the performance
of your campaigns? Well, you’re about to find out. Hey, guys, Darren Taylor
of the bigmarketer.co.uk, and my job is to teach you
all about digital marketing. If that sounds up your
street, you should consider subscribing to my channel. Today, I’m going to teach you guys
exactly how to leverage Google ads audiences in order to improve
your Google ads search campaigns. I think the first place to start is understanding what
I mean by audiences. There are three types of
audiences you need to be aware of in Google ads
and how to leverage them. Let’s start off with the first one,
which is an in-market audience. An in-market audience is essentially
an audience of people who Google have predetermined, are interested
in a specific product or service. They might have been searching
Google for this service. They might have gone
to websites that show intent in this service,
but essentially there are lists of
people who Google have determined have an
interest in a service. Now, this could be anything from
buying accounting software, to booking a holiday, to booking
air travel, to booking a wedding. It could be any
number of things under the category of an
in-market audience. Now the audience,
the length of time in terms of the duration,
a member could be of that audience is quite small
because again, going back to the name,
it’s an in-market audience. So, you only be a member
of this audience as long as you’re in the market looking
for the product or service. So, it’s got a short shelf
life, but in actual fact, it can be really accurate and
very time sensitive as well. Next, we have affinity audiences. Now an affinity
audience is different to an in-market audience because it lasts a lot
longer, it’s a general interest in terms of the user. Say, for example, I play badminton,
or tennis, or racket sports. Then for me, I would always have
that interest, it’s not going to go away or come back like my
thoughts of wanting to buy a TV. Once I buy a TV and I’ve got
it, I’m no longer interested. Whereas once I play tennis,
I still want to carry on playing. I’m still interested, it’s a
longer-term type of audience. So, it gives you an
opportunity to target people by their interests in
the longer-term way. The final type of
audience that Google holds states are on is a
custom affinity audience. Now, I’ve already explained
to the length of time a normal affinity audience has and the
interest involved in that. A custom affinity
audience allows you to tailor that a bit more bespoke to your business, or to the
audience you want to try and target. Instead of using
Google’s predetermined lists, what you’re
doing is contextually telling Google exactly
what type of person you want to target
with your audience. They are the three types of
audience that Google hoards. Now, let’s explore
specifically how to use them for your search campaigns. Now to do this,
I’m going to have to show you on my computer, so guys,
I’ll be right back. Hi, guys. I’m just in my test account
now and what I’m going to do is I’m going to add some
audiences to a campaign. I’m going to navigate
to the campaigns tab and then go into
one of my campaigns. Then once you’re in there and
you could see your campaigns, you need to go through the
audience’s menu item here. Again, this is my test account
and there are no active campaigns in here,
hence that red banner at the top. I’m not going to have
any ads run on this. I’m just showing you guys how
to add audiences to a campaign. With your search campaign
adding audiences we’ll give you the advantage of
understanding the different types of ways people
interact with your campaigns based on their interests
and demographics. First of all, I’m going to add
some audiences to this campaign. Now there are two options
here and you can add targeting whereby when
you add an audience, you can take action to
deal with the person who fits that audience
criteria specifically. Maybe you want to
increase bids if there a particular type of audience,
maybe you want to lower bids, maybe you want to
tailor different elements of your campaign towards
different audiences. However, we don’t have any data. We don’t know how audiences
will perform for our campaigns, so it doesn’t
make sense to do that. What we’re going to do here is use observation as you’ll
see it’s recommended. We’re going to add audiences to
the campaigns and then just let Google measure the performance
of those different audiences. When we gathered the data for
those audiences, then we can start to make optimization
changes once we’ve had the data. What I like to do is I like to use
the in-market audiences for data. For when I add an audience to a
campaign, I use in market audiences. So as explained an in-market
audience is people who are interested in buying
something specifically now. The membership length
for that audience is pretty short because you,
of course, have to be interested in the
objects you want to buy, or the service you want to
buy in Google’s sites anyway. I’m going to do is I’m
going to add every single category of in market
audience to my campaign. Now, you might think if
you’re running a campaign in real estate for example
like you’ve got here, why would I need to add
an in market or audience around all of these other
subjects’ areas here? Well, the simple fact is by
adding all of these data points to your campaign,
you might get pleasantly surprised. For example,
if real estate is something you want to target in your campaigns and you add all of these audiences,
what you might find is after running the campaigns for a
while and collecting audience data that people who fit the travel demographic
actually perform really well on your campaigns. Now, the reason for that
is hard to determine. There’s no specific
way of determining that reason,
but if it works, it works. You can still use these data
points to optimize your campaign. I’ll add all those
data points in and then you can go further
than that as well. Say for example, you did want to
focus on real estate, you’d also add the sub-categoriess as well and
you can do that for all of them. If you wanted to look at the subcategories within
here as well of all the different types of audiences is,
you don’t have to add all of them. I think the top level
is a good start. Then if you have a
specific subject matter you want to cover and your
campaign categories listed here that you’re trying to
promote, it makes sense to add those subcategory
audiences as well. If I were selling event
tickets in my PPC campaigns, it would make sense to add
these subcategories here. Overall,
go ahead and be liberal and add as many audiences as you
like and then hit save. You will see here in your
campaign, these have all been populated
across your campaign. At the moment,
what these audiences show is zero. They show nothing
because they haven’t received any data,
but as your campaign runs, you’ll start to
see how an audience performs against your campaigns. For example, you might see better
click through rates from people interested in real estate in
your campaign or maybe education. You might find out that
people convert at a higher rate if they’re deemed to
be interested in software. These are the kinds of data points
you need to use to maximize your optimizations and give you a bit
more insight into your campaign. Now what I’m going to do now, is I’m going to show you
an example of where I’ve seen data come
through from this and optimizations I’ve made as well. Let’s take a look at that now. Here’s the campaign
I’ve been running already, and I’ve added audiences to this campaign and we can start to
see that the audiences collect data. You’ll see here,
all of the different audiences and the data is collected. You’ll see a travel. You just had 487 clicks from
people who are interested in travel then a subsection
of that is air travel. You’ve seen 266 people have
clicked my ads, and you can see here that all of these
audiences collect data. Some of them have
minimal data points because they’re too small to target. I did similar audiences
as an experiment and I didn’t have
enough data for those. If you look at the
in-market audiences, all of them are collecting some data, some have very little
data, but others have more data. The ones with more data are
the ones I want to focus on. Now, what you’ll notice
is here with these audiences,
you can do bid adjustments. I finished my targeting in
terms of the observation, but now what you can
do is bid adjustments. Instead of targeting these
audiences with my ads, I’ve simply used them to
observe in the campaign. When you noticed the performance
could be improved by reducing or increasing your
bids, for example, for air travel, I increased bids by 15% and in business services,
I decreased the bids by 10% in order to– I guess to fall in line with
our target cost per acquisition. These are the kinds of
optimizations you can make and adjusting bids
with our audiences. Next time you create a
Google ads campaign and you start from scratch,
always make sure you optimize your bids and you add
audiences to your campaign because it’s really going
to help you in the long run. Thanks for watching. If you liked this video,
please leave me a like, let me know in the
comments below if you’re going to start adding
audiences to your Google ads campaigns,
because you definitely should be. More important than
that, don’t forget to subscribe, check out all the other content on my channel and
I’ll see you guys on my next video.

2 comments

  • If you want to set PPC campaigns up in Google Ads, you should always plan first! Get this guide:

    https://thebigmarketer.co.uk/adwords-template-spreadsheet/

  • Can you do a video on how to get a SEO or PPC job? Like what experience you need if you have no prior experience and etc. I would appreciate it. Thanks for the great content.

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