Google Audiences and Beauty: The Key to Advertising Success?

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.

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TikTok Advertising for Beauty Brands: A Guide

In the advertising space, TikTok presents a playground of opportunities for brands to utilise. This is especially true for beauty brands, with 68% of luxury consumers stating that TikTok has inspired them to buy from premium brands.

As a relatively new social media platform, there are still some kinks for TikTok itself to iron out in terms of how both original and paid content makes its way to users. Some plans have been laid in place, including the fact that brands must not only outbid competitors, but also win the entertainment battle.

With this in mind, you might be asking yourself, “How can I use TikTok to get my beauty brand in front of the right people?” well, we’re here to help. I caught up with one of our PPC Specialists, Alex Cox, off the back of a recent project with one of our newest clients to get his views on how to advertise on TikTok as a beauty brand.

TikTok Advertising Options

Firstly, let’s review some of the options available to brands for paid advertising:

In-Feed Ads

In-feed advertisements are exactly that: advertisements that are displayed within a user’s TikTok feed. As your audience members scroll through their For You Page, they encounter a mixture of content that is picked out via an algorithm, as well as content paid for by advertisers. It can be difficult to discern what content is organic and paid, as these ads are usually curated to make them feel seamless within a feed.

In-feed ads are great for driving referral traffic to your website. If you’re promoting a product, sale, or service, you might consider using in-feed ads first.


Top view ads are by far the most expensive and impressionable type of ads on offer. These adverts are displayed at the very top of a user’s feed, placing your brand front and centre.

Due to their bold nature, top view ads are excellent for brand awareness. Pushing products and services with an ad like this would be a less-than-ideal approach, as users tend to scroll past the first thing they see anyway.

Remember, these ads are the very first thing users will see on their TikTok journey for that  day. Make it exciting, bold, and entertaining.

Brand Takeover

Brand takeover ads are very much like Top view ads in the sense that they are displayed at the top of users’ feeds, except with the addition of a five second, unskippable section at the beginning of each ad.

These ads are best used to hook the attention of viewers within those first five seconds. Place the most important information of your advert here, make it engaging enough to keep watching, and you’re on to a winner.

Spark Ads

Like other paid social platforms, TikTok also has its own implementation of post boosting under the guise of Spark ads. If you have a post showcasing your product that has performed well or maybe even gone viral, you can use Spark ads to give them an added jolt of visibility.

Spark Ads are great for boosting your brand’s authenticity on TikTok. Content that is created solely for paid success can sometimes appear very blatant, whereas Spark Ads feel more like the usual type of algorithmically curated content that a user would normally see.

TikTok Considerations for Beauty Brands

With the basics out of the way, let’s look at some more beauty specific tips for TikTok:

Never Forget Influencers

Before jumping straight to paid advertisements, it helps to first consider your options with influencers. Influencers are an incredibly powerful tool on social media, bringing with them the power to introduce your brand to a sizable audience in just one simple post.

Collaborating on content, sponsoring videos and gifting products are just a few of the ways you can get started with influencer marketing.

If you feel like learning more about the subject, we’ve got you covered: 6 Tips For A Top-Performing Influencer Marketing Strategy.

Use the Right Language

TikTok advertising regulations are as strict as anywhere else. That’s why it’s so important to adhere to them when advertising your beauty products.

There are risks of advertisements being rejected depending on the type of claims they make. Beauty products can often be misconstrued as having health benefits, which is something TikTok heavily regulates. Before publishing your advert, we sincerely recommend that you cross-reference your phrasings with TikTok’s Industry Entry Policy to avoid any delays.

Target the Right People

TikTok provides the ability to segment your audience depending on how much money they spend. High spenders can be split out to avoid improper targeting to those who are more financially restricted, which provides advertisers another layer of intricacy with the ads they publish.

By doing this, you can create adverts for your premium, mid-range, and lower end products that all get delivered to the people who are most likely to buy them.

Rinse & Repeat

Trends come and go, so there’s never really a justification for just having an advert run continuously. TikTok ads are susceptible to the dreaded “ad fatigue”, a case where your creatives have run their course and come to a natural plateau of both viewership, engagement, and most importantly, ROI.

As a result, try to refresh your visuals every 2 to 4 weeks. This will allow you to benchmark what type of adverts perform best, while paving the way for improvements in the future.

Keep it Natural

On TikTok, polished content typically doesn’t perform as well as organic-looking content. Content that isn’t created on the platform sticks out like a sore thumb; and it’s enough to really put a pause to your advertising success.

For starters, try and piece together your adverts using TikTok’s own posting tool. There, you’ll have access to trending audio clips, filters, voice overs, etc. All of this will help your content blend in to a user’s feed.

Integrate Your Storefront

We cannot stress this final point enough: Integrate. Your. store front. Whether it’s Shopify, Woocommerce or another platform, doing so allows you to sell products directly from within the TikTok app, removing yet another barrier placed in front of your potential customers.

Setting this up takes a matter of seconds, and gives you access to all sorts of statistics that can be tied directly with your TikTok analytics.

How Much Does it Cost to Advertise on TikTok?

Like all other types of digital advertising, TikTok’s cost structure is scalable depending on the amount of views or impressions your campaign receives. Costs begin at just £8.26 CPM (Cost Per Mille/Cost Per Thousand Impressions), and advertisers are required to spend at least £400 on a campaign. But every campaign spend should be bespoke depending on your goals and the specific market you’re operating in.

Brand Spotlight: Cult Beauty

One of the best TikTok examples we’ve seen comes from Cult Beauty. After scrutinising its progress on the platform, we’ve seen some genuinely brilliant utilisation. Here’s what Alex had to say:

“I almost see Cult Beauty’s TikTok as a reference sheet for other brands to follow. While not being a beauty brand itself, Cult does an excellent job of showcasing a wide range of products through a mixture of both influenced and organically-created content.”

Product hauls, shop floor tours and look tutorials are everywhere to be seen, so it’s no surprise that the brand has gained almost 50k followers in little over 2 years.

“Scrolling through the feed, it’s almost impossible to determine where the paid content starts and the organic content begins, which is really an ideal scenario.”

Consumers, especially those looking for beauty products, are much more clued up these days, and are less susceptible to obvious advertisements and false language. This is something Cult Beauty has clearly recognised on its TikTok.

Need Help with Paid Social Media? Foundation Can Help

With these initial considerations, your beauty brand is in a strong starting position for plenty of ROI on your next advertising campaign.

At Foundation, we take the hard work of managing campaigns, budgets and objective setting away. With a portfolio of both high profile and independent beauty brands, our team of beauty experts can give your brand the digital attention it deserves. Speak to one of our paid media specialists for a consultation session, today.

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