Google Ads Offers Streamlined Audience Options With New Custom Audiences Feature
Google has recently announced new and improved audience options for YouTube, Gmail, Discovery, and Display campaigns. Before, agencies that offer affordable SEO services had to set up their audience to be “Custom Affinity” and “Custom Intent”. Now, affordable SEO agencies can simply refer to them as “Custom Audiences”.
SEO agencies and advertisers can set them up in the Audiences section at the Ad Group or the Campaign level.
Likewise, they can set these audience types in a Google Ads account’s Audience Manager category. Users can find this by clicking “Tools” near the upper right section and looking under the “Shared Library” section. Audiences built there can be found via the interface.
When creating a new audience, affordable SEO agencies can now have several options to choose from – no matter the type of campaign they are implementing. When opening the Audience pane, it will expand to three categories: Browse, Ideas, and Search.
By choosing Browse, users will be presented with a list of choices. Audiences that they have created previously will appear, and they can hover over each audience to see what they consist of.
If a Custom Intent or Custom Affinity audience that existed previously contains keywords, it will be treated in the following ways:
- Custom Intent on Display campaigns will become “People with any of these interests or purchase intentions”.
- Custom Intent on Discovery, Gmail, and YouTube campaigns will become “People who searched for any of these terms on Google properties”. This includes YouTube and Google.com.
- Custom Affinity on all campaigns will then become “People with any of these interests or purchase intentions”.
Agencies offering affordable SEO services can also have a choice to create a new Custom Audience. This can be done by clicking the blue plus sign beside the word “Custom Audience” located at the bottom part of the screen.
Advertisers can also put keywords of interest if they want to target audiences who intend to purchase products and services, as well as those who have specific interests related to those keywords. Just how it was before, these clues are used by Google to help advertisements target the right audience.
They also have the option to input specific search terms that can target audiences who have input the same search terms – or related ones – when searching on YouTube or Google.
As for targeting methods, SEO agencies can now have more options just by clicking expansion links at the bottom. These include people who have visited certain places, browsed certain types of websites, and used certain types of apps.
Once options have been added to any of the three sections, the estimated size of the audience will show on the right side. Advertisers can also expand each of them for more insights. However, it is not applicable to options on app usage or placements. It can only show them for the URL targeting and search options.
Google’s way of choosing audiences depends on the objectives of an advertiser’s campaign and bidding strategies. The search engine will prioritise the campaign’s performance, reach, or consideration when optimising audience choices.
SEO agencies can target a more accurate audience by using the new options above. However, these are not the only factors that business owners should focus on to improve marketing strategies and boost their sales. With that said, it is crucial to work with an SEO expert to ensure that your business is heading in the right direction.
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