Grow my business

Prioritise investment and increase conversions

Overview

Understanding and leveraging audience signals in Search can do more than add an extra layer to reporting. Adapt your bidding and ad strategy based on who is searching for queries relevant to your business.

We know that many advertisers are tasked with consistently improving the effectiveness of their marketing budget. You need more for less, you need to be competitive and you need to reduce costs.

Spending budget effectively means making sure you’re showing ads to the right people, at the right time, with the right message. To do that, you need to understand those people, whether they’re a good fit for your business and their likelihood to convert. Using data available to you and understanding your audience is key to spending marketing budget efficiently.

In Search advertising, you can see what a user is interested in because of their query, a good signal of their intent. On top of that, if you utilise your customer information, Google’s insights and the signals that users share, you can develop an understanding of your audience. This richer understanding helps in multiple ways. You can personalise marketing messages for different audiences, you can see who has shopped before and bid accordingly, you can test bidding on certain audience segments to get a view of engagement and inform your wider marketing strategy based on these lessons.

Want to prioritise your investment and improve performance? Understanding your audience is key.

Key takeaways

Go beyond keyword targeting and reach your efficiency and growth goals by understanding your audience.

Understanding and leveraging audience signals in Search can do more than add an extra layer to reporting. Adapt your bidding and ad strategy based on who is searching for queries relevant to your business.

Next steps

  • Get up to speed

    Get up to speed on how you can use audiences and make sure you have the right lists in place.

  • Consider campaign objectives

    Consider your campaign objectives and discuss how utilising audience signals can help your team meet those objectives. Want to improve performance? Supercharge Smart Bidding with audience signals. Want to scale effectively? Try entering new auctions for only those users who have already been to your site and are therefore familiar with your brand.

  • One

    Get up to speed

    Get up to speed on how you can use audiences and make sure you have the right lists in place.

  • Two

    Consider campaign objectives

    Consider your campaign objectives and discuss how utilising audience signals can help your team meet those objectives. Want to improve performance? Supercharge Smart Bidding with audience signals. Want to scale effectively? Try entering new auctions for only those users who have already been to your site and are therefore familiar with your brand.

Resources