Google Ads: Creating audience strategies to improve targeting and performance
Posted: Mon Jan 20, 2025 6:16 am
Initially absent from Google Ads (formerly Adwords), the concept of audience targeting came to the advertising network in 2010. Facebook's arrival on the advertising market in 2007 with the promise of being able to target people through their profiles prompted Google to follow suit. Until now, Adwords offered advertisers the option of targeting by search terms on its search engine or by affinity placements in their AdSense and Display network inventories. In 2010, the first audience offered in Adwords was that of the advertiser's own site, allowing Google to remarket to it.
Almost 10 years later, Google Ads has developed new possibilities. How can we exploit these audiences? How can we analyse the performance of campaigns based on the notion of audience? What strategy should we adopt?
Let's find out what's at stake in search engine italy whatsapp data marketing (SEM) within the framework of a Google Ads audience strategy.
What is an audience?
An audience is a profile of users based on one or more criteria.
Every second, a huge number of users search the internet or browse sites/apps. Building an audience means answering the question: "Who are they?"
Google uses multiple data sources to profile its users, the main ones being:
Search history,
Gmail email,
Browsing history (via Chrome or the Google Display Network),
YouTube History,
Google account activity.
Using audiences in Google Ads allows you to qualify the profiles of users who are likely to be exposed to your ads.
Group your audiences
Best practice is to classify users into 3 main groups:
Customers : They are already users of your services, they present a potential and retention challenge.
"Hot" leads : This is your "incubator" where we classify users who have interacted with your services but are not yet customers. This can also be called a lead nurturing strategy.
Prospects : Users who are targeted by your services and who have never interacted with your brand.
Today, at JVWEB, an e-marketing agency specialized in search engine optimization, we estimate that advertisers lose between 20 and 30% of their conversions if they do not use an audience strategy .
From another perspective, the AdWords account performance analysis tool, Seiso, shows that advertisers can waste up to 45% of their budget on irrelevant audiences (which should be excluded from their campaigns).
The different types of public
Audiences are determined from different data: Google data or advertiser data.
Audiences derived from Google data
Demographic/geographic : These allow you to reach or exclude people who are more likely to be of the same age, sex, parental status, or income level.
Almost 10 years later, Google Ads has developed new possibilities. How can we exploit these audiences? How can we analyse the performance of campaigns based on the notion of audience? What strategy should we adopt?
Let's find out what's at stake in search engine italy whatsapp data marketing (SEM) within the framework of a Google Ads audience strategy.
What is an audience?
An audience is a profile of users based on one or more criteria.
Every second, a huge number of users search the internet or browse sites/apps. Building an audience means answering the question: "Who are they?"
Google uses multiple data sources to profile its users, the main ones being:
Search history,
Gmail email,
Browsing history (via Chrome or the Google Display Network),
YouTube History,
Google account activity.
Using audiences in Google Ads allows you to qualify the profiles of users who are likely to be exposed to your ads.
Group your audiences
Best practice is to classify users into 3 main groups:
Customers : They are already users of your services, they present a potential and retention challenge.
"Hot" leads : This is your "incubator" where we classify users who have interacted with your services but are not yet customers. This can also be called a lead nurturing strategy.
Prospects : Users who are targeted by your services and who have never interacted with your brand.
Today, at JVWEB, an e-marketing agency specialized in search engine optimization, we estimate that advertisers lose between 20 and 30% of their conversions if they do not use an audience strategy .
From another perspective, the AdWords account performance analysis tool, Seiso, shows that advertisers can waste up to 45% of their budget on irrelevant audiences (which should be excluded from their campaigns).
The different types of public
Audiences are determined from different data: Google data or advertiser data.
Audiences derived from Google data
Demographic/geographic : These allow you to reach or exclude people who are more likely to be of the same age, sex, parental status, or income level.