Grow my business

Expand your reach for key customers

Overview

Intelligently meet your growth goals by using audiences to enter new auctions and deliver assistive and impactful experiences.

Audiences are commonly used in Search as an additional signal to inform bidding or for further insight in reporting. Audiences can also be used to tailor messaging so you can speak to a certain segment of your customer base in a particular way. However, there are ways to achieve your growth goals by leveraging audiences for keyword coverage too.

With your knowledge of customers who perform well for you (for example in-market for holidays) or are of strategic priority to your business (for instance lapsed customers), you can reach people when they are searching for relevant queries that you would not have otherwise advertised against.

For example, let’s imagine you are a cinema chain and you target the query “james bond showings”. You wouldn’t normally target “what’s on this weekend” or “things to do clapham tonight” because they’ve historically proven to be expensive with low click-through rates. However, by using targeting mode, you can target these queries for only those audiences who are more likely to engage, such as your existing customers or those who have visited your site before.

You can go beyond keyword coverage too. If you’re an airline and you know who usually buys upper class seats, you can exclusively show these people upper class messaging, making the message more relevant to them and their history. If you know who your priority customers are, you can run Dynamic Search Ads for those people only, and test how the increased reach performs for you.

When you know exactly who you’re engaging with, the opportunity to deliver a more relevant and powerful experience grows significantly.

Key takeaways

Intelligently meet your growth goals by using audiences to enter new auctions and deliver assistive and impactful experiences.

Make sure new strands of activity work for you by using Smart Bidding.

Next steps

  • Clarify goals

    Have clarity on exactly what you want to achieve. Grow your customer base? Increase repeat purchases? Grow overall conversion volume? Once you know that, you can start preparing potential audience strategies.

  • Workshop opportunities

    Workshop some opportunities with other people in the business. Consider new queries or Dynamic Search Ad campaigns to boost volumes.

  • Measure

    Make sure measurement is in place so you can understand the impact on your bottom line.

  • One

    Clarify goals

    Have clarity on exactly what you want to achieve. Grow your customer base? Increase repeat purchases? Grow overall conversion volume? Once you know that, you can start preparing potential audience strategies.

  • Two

    Workshop opportunities

    Workshop some opportunities with other people in the business. Consider new queries or Dynamic Search Ad campaigns to boost volumes.

  • Three

    Measure

    Make sure measurement is in place so you can understand the impact on your bottom line.

Resources