49%. That’s how many consumers say they will likely become a repeat buyer after a personalised shopping experience with a retailer.1
The best way for any brand — retailer or otherwise — to nail down a personalised experience is by creating advertising that’s relevant and useful to consumers. And then showing it to them at the perfect time.
This is where Google Ads’ audiences come in.
The majority of marketers know to take keywords into account for their campaigns, which helps to show ads based on what people are searching for. But many underestimate the importance of audience targeting, which shows people ads based on who they are and what they’re interested in.
There are a variety of audiences available in Google Ads. The ones you choose should be based on the consumers you want to reach, and when you want to reach them.
In this guide we’ll focus on three key audience ‘buckets’ that all digital marketers can benefit from:
- Google audience segments
- Your data segments
- Custom audiences
Detailed demographics is an audience type that moves beyond basic consumer insights like gender, age, or parental status. Instead, it allows you to understand who your customers are based on their life and career stages. For example, it could indicate whether someone is married, or if they rent or own a home.
This audience type is a good way to narrow down your reach. This might sound counter-intuitive, but preventing customers from outside your chosen demographics from seeing your ads can help you reach only your ideal consumer. This also means your budget isn’t spent on people who are likely not interested in your products. For example, if you run a clothing brand for kids, detailed demographics can help you ensure that only parents see your ads.
These broader audiences help you reach people based on their passions, interests, and hobbies. Examples of affinity audiences might be “sports fans” or “luxury travellers”.
Because people’s broader interests generally remain the same for long periods of time, affinity audiences are beneficial for building brand awareness and driving consideration. For example, if you’re a food brand marketing organic baby food, you could use affinity audiences to get your ad in front of “new parents” who are also “passionate about the environment”.
Using in-market audiences, your brand can reach people on third-party websites — meaning websites related to a product or service like yours — apps, and Google platforms based on their activity there.
It allows you to reach consumers actively researching products or services and considering buying something like what your company offers.
People generally move in and out of in-market audience categories based on changing needs and shopping behaviours. This makes in-market audiences good for brand awareness and driving consideration among people who are almost ready to buy.
In-market audiences can help you achieve a variety of campaign goals, including:
- Driving performance
Reach potential customers looking to buy in the near future using action-driven messaging that encourages a purchase. You might even be able to get them to buy sooner by communicating the right offer effectively.
- Mid-funnel marketing
Get a brand-savvy message in front of people more likely to buy your product or service, but who might not be aware of your company.
Remarketing ads are great for reengaging consumers who have already visited your site or app. For example, enticing them to come back if they haven’t visited for a while. And remarketing ads can also reach potential new consumers that display similar interests and needs to your existing customers. Remarketing to existing customers and new ones with similar interests can help you increase total conversions.
The life events audience does what it says on the box: it reaches people currently going through — or about to go through — a big life change. Think getting married, having a baby, moving, graduating, or even bringing a new pet home. To capture this audience’s attention, your ad creative should acknowledge and tap into that consumer’s life experience.