When setting up any advertising campaign, one of the very first things to consider is how you’re going to reach the most relevant audiences, and minimise wastage wherever possible
The good news is that Google’s audience targeting options do just that. With a variety of different tactics to segment audiences, you can ensure your ads appear on the screens of very specific people.
This minimises your waste, and gives you more space for creativity in how you speak to different audiences. It’s also good for audiences, as they see adverts that are more relevant to them.
It’s fair to say that Google audiences broaden the possibilities of your digital advertising, but what are the different kinds, and how can you make the most of them?
What are Audiences in Google Ads?
Google audiences are groups of people with specific interests, who have demonstrated certain behaviours, or opted to share their contact information with your brand.
There are currently several types of audience that exist:
Affinity Audiences – accumulated by their interests, lifestyle, passions or habits.
- App Users – people who have installed your brand’s app.
- Custom Intent – an audience defined by you, using keywords, apps, or URLs related to content your ideal customer would be looking for.
- Customer Lists – people who have provided you with their contact information.
- Detailed Demographics – more generalised common traits, like students or drivers.
In-Market audiences – those who have shown an active interest in your product or service.
- Life Events – built from sites visited during certain milestones, like weddings or graduations.
- Remarketing – people who have visited your site or engaged with your services before.
- Similar Audiences – ideal for finding new customers, Google creates a list of customers similar to a pre-existing audience list.
- Website Visitors – people who have visited your website, or another domain. You can also narrow this down to visitors of a particular page.
- YouTube Users – people who viewed or liked your content, viewed your ads, or subscribed to your channel.
You can also create a custom combination of audiences, in which you can manually combine two or more of the audiences listed above. One person could also belong to more than one audience.
For example, if you visited sites that discuss skincare and beauty and searched for ‘face wash for dry skin’, you’d appear in both an in-market audience and affinity audience, and could be targeted as such.
It’s important to know that some audiences are only available for certain campaign types. For example, GDN campaigns are the only ones that allow you to use Life Event audiences, and you can’t create custom audiences for search or shopping campaigns. However, when editing audience segments, you’ll only be offered audiences that you can use for the type of campaign you’re creating, so you don’t need to worry about creating an impossible combination by mistake.
Targeting vs. Observation
Targeting and observation are two different ways that you can set up your ads regarding your audiences.
The targeting setting means that your ads will only be shown to people within the audiences you’ve specified. It’s available as an option for all search, display, and YouTube campaigns, and is great for when you want to adjust your message for different audiences.
It’s particularly important when you’re creating a remarketing campaign, as this content will be considerably different to how you target your new audiences. It’s the final push for a sale to someone who’s already considering your product, rather than sparking the initial interest.
Observation, on the other hand, means that the reach of your campaign won’t be affected by adding an audience. Your ad will still be shown to everyone, but Google will gather data on your allocated audiences’ response. You can then compare this response to other users.
Observation targeting is great for monitoring the performance of a certain audience without limiting who will see your campaign.
Why Should I Use Audiences?
Using audiences in Google ads is a great way to ensure your content is personalised without using additional budget. It’s the most efficient way to target your key demographics.
The main benefit in using Google ad audiences is bid adjustment. By separating people into audiences, you can track a group of potential customers and see how much or how little they interact with your site. If one audience leads to a higher return on ad spend, you can increase your bid on one while reducing another lower-performing audience to make the most of your ad budget.
How to Use Audiences in Google Ads for Beauty Audiences
Across your campaigns, you’ll target different audiences. You can also stack them, targeting multiple audiences with one campaign, as this can sometimes give the best results.
It all comes down to what you’re trying to sell and who you’re trying to sell it to, so the most important thing is to adapt your ad copy and content to best suit that combination. It’s pointless separating out your audiences if you’re not fine-tuning the way you approach each one.
For example, if one of your audiences is female students with oily skin and another is middle-aged women looking for anti-ageing serums, not only will your subject matter differ, but your tone of voice will, too.
Utilise Paid Media with Foundation
We specialise in digital marketing for the beauty industry here at Foundation, so our paid media experts can help you utilise Google audiences and other areas of the advertising sphere in the best way for your specialised brand.
Whoever your audience is, our passionate specialists can create and monitor the advertisements that will engage them best. Get in touch to find out more.