The fact that Google Ads has assumed such a dominant position among online advertisers is due not only to its enormous distribution and reach, but also to its Sum of data that Google owns. This is not only an advantage for Google itself, but also for you. After all, you have access to part of this data from your Google Ads account, which gives you precisely fitting Target group targeting enables.
There have been some recent changes in target group settings in particular that will help you with this, Reduce wastage. Through different factors, you can benefit from the interests of potential customers, for example, but also from apps used or places visited - so you can find the Most relevant target groups for your campaigns.
The definition of the target group in Google Ads
First of all, it makes a difference whether you Google Ads (formerly Adwords) for search, display or video campaigns, because the options differ slightly in each case.
To the most important records count
- demographic data
- Target groups with common interests or common intent
- Target groups ready to buy
- Customer matching
- similar target group or life events (only available on YouTube)
Examples for the definition of target groups
In the Demographics you can select, for example, by age group, gender, children and income. The Common interests include either predefined categories or you can define the categories yourself, then as a custom target group. Predefined categories include food and drink/fast food or hobby and lifestyle/fashion - for most companies this should be enough, but personalization via custom audiences allows for very precise specification.
The subject area is somewhat more complex common intentionGoogle Ads looks at the search history of the user. This is important to separate users who are looking for information from users who want to buy. You can also use URLs from the competition to position yourself in your industry.
The Characteristic in target group targeting allows you to go deeper than demographic analysis, because here you can also specify, for example, educational attainment or income group as.
About the creation of Remarketing Lists you can use your Optimize conversion rateBy targeting users who have already visited your app or website recently and need another push to complete a purchase.
A very interesting tool for your company is personalized target group targeting and the Customer matchingthrough which you can use your own lists with data. This defines your target group, for example, via subscribers to your newsletter, which also works via analog address lists and telephone numbers.
If you're wondering how useful it really is to transfer a newsletter's address list, experience shows that Google can match about half of all transferred data during customer matching and define it as your target audience via Ads.
As you can see from this selection, the options for targeting in Google Ads are not only diverse but also pinpoint. As a local retailer, for example, you can target potential customers in your vicinity; as a freshly founded start-up, you benefit from targeting users with matching interests - including the individual claims modern, personalized marketing can thus be served in the best possible way.
A particularly interesting method for this can be the Addressing customers with an interest in buying be. In order to achieve actual Purchase interest Google uses different data from the search history and these are even accessible via In-Market Targets predefined for most common industries. What exactly does that mean?
For example, if you sell running shoes, a customer who "Marathon training" in the search history is already interesting for you. An intention to buy cannot yet be derived from this. But if the same customer looks Running Shoes Guide on YouTube and searches for "running shoes tempo training", Google analyzes from the data a Purchase intention. Searchers receive an invisible tag from Google that defines them as "in-market".
Benefit from the technology of the search engine giant
Google has long since ceased to rely solely on quantitatively accumulated data, but also draws on an Data and AI driven tool back. This tool is used when using the "similar target groups" function in target group targeting, which allows you to identify your Increase reach with the leverage of Google's technology.
However, this functionality does not take away your responsibility to take your marketing into your own hands. Because only if you know your Understand own target group and a plan for your Customer Journey you can make really efficient use of Google Ads audience targeting.
With target group targeting to more personal marketing
Whether you offer a product or service with a broad target group or you work with specialized products in the B2B sector, a product tailored to your clientele tailored marketing campaign is essential to efficiently manage your marketing resources and actually reach your target audience.
Are you still undecided how to use target group targeting for your campaign? Google Ads offers you the right tools for this as well, because you can use the Data depth by Google also for general Campaigns with a broader appeal. By monitoring the target group and adjusting the individual bids, you can find the right level of personalization and general appeal.
Is targeted targeting now an alternative to the use of keywords? The answer to this is a resounding yes. Less wastage and more efficient management of the budget on the one hand allow you to unerring marketing for display, search engine and video ads, at the same time you should of course have well-functioning Keyword campaigns not banish. However, mastering the diverse possibilities of target group targeting is a worthwhile endeavor in any case, to turn your campaigns into a Higher conversion rate to translate and your Get to know customers better.