Here are some 11 top tips on how to use Google Ads Audiences.

Audiences were introduced to Search Ads over seven years ago and have been improved a lot since then. 

Here are the 11 different audiences you can use in Google Ads:

1. Audience Insights

When you start to plan your Google Ads campaign, have a look through your Audience insights for previous ads. You will be able to learn who you are already reaching, or who you may wish to target.

2. Observation

Make sure that you initiate the “observation” setting when you apply Audiences to your search. Start by adding in the types of audience that you think you might be interested in attracting and then watch the metrics to find out more.

3. Audiences

Start by looking at the most relevant audiences for your campaign. Look at the first two or three impactful categories and expand on those only once you can be sure that they are effective.

4. Campaign 

At the campaign level, you can apply audiences to help you get the coverage that you’re looking for.

5. Smart Bidding

If you have chosen to use Smart Bidding in your Google Ad campaign, don’t worry about adjusting the bids. Those signals are already integrated into the auction-time bids.

6. Manual Bidding 

For those of you not using Smart Bidding, you can adjust the bids according to the differences in performance. 

7. Affinity Audience

When it comes to Affinity Audience, make sure that you keep an open mind. Affinity audiences can be used by types of industries who may have written off targeting a specific audience, such as health care, financial and religious advertisers.

8. Seasonal Event Audiences

If you are looking at Seasonal Event audiences, make sure that you budget for increases and reductions in audience size. By their very nature, seasonal audiences are going to be active at certain times of the year, such as Black Friday. 

9. Similar Audiences

For similar audiences, look first at your original Customer Match list (also known as the Seed List). This will help you to get comparative insights about your Google Ads campaign alongside the scale of similar audiences.

10. Customer Match

Keep the long-term goals in mind. Customer Match statistics allow you to compare against similar audiences over longer periods to identify higher-value signals.

11. Review & Update 

Review and update your seed list regularly. Your Customer Match lists will remain the same, so it is possible that you may want to remove audiences that you are not interested in reaching any more. Constantly refreshing your list will allow you to adjust according to customers that have recently converted in some of your higher-quality products.

Hope you liked this video, if you have some other tips, I would love to hear them and feel free to put them in the comment box below. Thank you for your time and I look forward to seeing you in my next video.

If you liked this video, you might also like:

Google Ads Conversion Tracking

YouTube Ads Tutorial

About Uzair Kharawala
Uzair Kharawala is the Co-Founder at SF Digital. He is a Certified Google Partner, is a Cricket fanatic and loves Photography.
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