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4 Advanced AdWords Audience Targeting Strategies


PPC as an intriguing paid online marketing procedure brings most extreme return for money invested. Therefore, the techniques for audience targeting across both search and social have reliably been sprouting.

Over the most recent couple of years, it has been seen that PPC advertisers began focusing on targeting premium audiences with the help of search network campaigns. The use is to make same audiences to reproduce users who have accomplished a wishful activity on their site and target users through mailing lists upload features such as customer match.

In this article, you will find 4 superior audience targeting techniques to help you in adjusting your PPC targeting in an economical and maximize return ad spend (ROAS).

1) Use of Remarketing Lists for Search Ads (RLSAs)

Remarketing lists for search ads (RLSAs) is a feature for customizing your search ads campaign for people who have previously visited your site and also plan your bids around these visitors while they’re searching on Google.

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Here, you can target users spending over your average order value while searching competitor brands.

The procedure fills in as helping advertisers in focusing on and showing advertisements that have delivered high conversion value, in the past whenever your users are looking for your competitors on Google.

This likewise works for holding clients against your paid rivals. We can understand the benefits through an example.

A web-based business could discover online clients who spend over their average order value every week.

All things considered, the advertiser can set another campaign in order to target and bid on competitor terms but need to use RLSAs, so that, adverts are only served whenever users of the list are searching.

This is a gainful method to get your financial plan spent on holding commendable customers.

To apply this technique, you initially require finding the average order value being mentioned in your Google Analytics account.

You can see this by Conversions > E-commerce > Overview.

Now, if you come to find the average order value, you can make an audience archive using the builder.

The movement will be this way:

Admin > Audience Definitions > Audiences in Google Analytics:

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This system particularly helps those industries which don’t have steadfast buyers and may rearrange between different retailers to get the best deal.

When you apply this technique for tailoring your advert copy and promote loyalty discount to these consumers, it helps you it encourages you in preventing them from moving to the competitor.

2) Social Audiences & RLSAs Combination

Facebook faces no competition for its audience scale with the numbers of monthly active users surpassing 1.5 billion.

With the Facebook offers, you can also target its users. Furthermore, the upsides of utilizing social adverts alongside search campaigns can be much more than expected.

A study done by Kenshoo revealed that paid search audience who were already out for Facebook advertising formed 30% extra return on ad expenditure and 7% increase in CTR.

You can use Facebook to uncover new likely purchasers and then, target them in order to get a good conversion.

By labeling the adverts you show on Facebook, you can focus on these new audiences and further can target ads at these users when they start searching Google by utilizing top of the funnel keywords.

Make another Facebook ad campaign target new potential clients to do this as you are not going to target them you’re your search ads.

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By tagging the resulting Facebook campaign with the help of UTM tags, any click made from this segment of the audience will be archived in Google Analytics under the campaign name you have made.

And, so, you can make a list of the audience in Google Analytics which includes traffic from this particular FB campaign you made.

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Once you’ve occupied your audience list with ample traffic from Facebook, you have to create an AdWords search campaign that comprises the only top of funnel keywords related to your product or service you provide.

In conclusion, apply the remarketing list to the advert groups made in your search campaign, select the target and bid setting.

This is on the grounds that the search ads made by you will be displayed to only those users who are mentioned in your list of new and uncovered potential customers on Facebook.

3) Using Custom Affinity Audiences

Google propelled Custom Affinity Audiences with an idea to give marketers granular control over audience focusing option on the display network.

Custom Affinity Audiences:

“The feature lets advertisers define who they want to reach across the web, on any screen. By factoring in consumers’ most recent passions and ongoing interests, your message always reaches the right people.”

This handles the issue that arrived with regular Google AdWords affinity audiences where there is no predefined affinity audience apt for every business.

How to do Custom affinity audience targeting formation?

Targeting > Interests & Remarketing > Custom Affinity Audiences > New Custom Affinity Audience.

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As an approach towards getting more gainful results, you can layer custom affinity audiences with other forms of targeting which increases campaign efficiency.

4) Combining In-Market Segments with Remarketing

With the in-market segment, you can let your campaigns get in touch with the audience who are settled down on the funnel and ready to make a purchase.

Google suitably classifies users, so that, you can prominently focus on those with most interests in their offerings.

As indicated by Google, you can separate interests the goal of buyers by giving constant information and an impactful arrangement framework based on showed in-market behavior.

The in-market audience helps driving enhanced conversions, helping you to connect with customers as the last step before they go for purchasing.

Google will offer a couple of in-market platforms in 2018, making this feature accessible to more and more advertisers.


How can you target In-Market Audience?

Here is the inclusive procedure, navigate to Targeting > Interests and Remarketing > In-market Audiences.

The genuine impact on conversions can be seen when using a combination of in-market segments and website remarketing lists.


The audience targeting options accessible to advertisers are only set to increase across both Google and Facebook, so ensure you keep over the most recent highlights and also testing a portion of the tips illustrated above to see whether they can deliver improved paid media results for your business.

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