Audience targeting has a massive impact on the way PPC pros approach their campaigns. They allow advertisers to focus on the right audience who are interested in their products and services. Here are 5 ways you can leverage audiences in your search campaigns:
1. Remarketing Lists for Search Ads (RLSA)
Remarketing Lists for Search Ads (RLSA) allow you to target users who have previously visited your site, and tailor your bids and ads to these visitors when they’re searching for your keywords.
2. Dynamic Search Ads (RDSA)
“Dynamic Search Ads” are the easiest way to find customers searching on Google for precisely what you offer, it uses your website content to target your audience and can help filling in the gaps in your keywords-based campaigns.
3. Audience Exclusions
In order to increase cost effectiveness, you can exclude audience who had already converted on your site. e.g. Customers who already filled out a form with personal information for your follow up.
4. Similar Audiences Targeting
The “Similar Audiences” targeting option helps you find people who share characteristics with your site visitors. By adding “Similar Audiences” to your ad group, you can show your ads to people whose interests are similar to those of your site visitors, which allows you to reach new and qualified potential customers.
5. In-Market Audiences
In-Market Audience refer to those who are researching products and are actively considering purchase products or service like yours. These audiences are designed for advertisers focused on getting conversions from likely buyers. Choosing In-Market Audiences can help to drive remarketing performance and reach consumers close to completing a purchase.