Don’t be confused by custom intent, affinity and audience. Let our simple guide below make Google Ads crystal clear! 

Let’s face it Google Ads can be a bit confusing, can’t it? Even the terms like affinity, intent, and the audience can get people in a spin! The good news is that you don’t have to struggle to get the most from your Google Ads. Indeed, with this video and the clear guide below you will be well on your way to grasping how Google Ads work. You’ll also be ensuring you have the most effective strategies for selling more products up and running in no time. Keep reading to find out more… 

When It Comes To Google Ads, Things Are Changing… 

One of the biggest strengths of using Google Ads is the functionality it provides concerning audience segmentation. That is who you want your product or service to appear in front of. 

Of course, we all know that to make consistent sales, your adverts must not only be effective in the way that they are written but also end up in front of the right people. 

The way that Google Ads used to help you do this was via setting up custom intent. This was a way of segmenting your demographic that went beyond the pre-set marketing categories of custom affinity and allowed you to use things like keywords, apps, and URLs to further and more accurately track down the ideal audience for your adverts. 

However, Google has recently changed their system from one that requires custom intent and affinity to a custom audience approach, something that lots of people are freaking out about! 

However, the truth of the matter is, all Google has done is made things more simple. What this means is instead of using either custom intent and custom affinity to maximise the efficacy of your advertising campaign it can all be done via custom audiences. Indeed, Google has automated a great deal of this process, which makes it simpler, easier, and faster for those of us using it. 

What Is The Custom Audience Feature?

In essence, what customer audiences do is enable users to get their adverts in front of the people most likely to buy their product or service in a less complicated way. Custom audiences do this by using relevant keywords, apps, and URLs, and some seriously smart algorithms.  

How Does Custom Audience Work?

The idea is that by entering the right inputs Google can extract the signals they need to determine your business’s ideal customers. The custom audience feature works by analysing these inputs and your bidding strategy and campaign goals with a highly effective algorithm. This algorithm then picks an audience for your adverts that best suits your business’s needs. 

What this means is you can match with a much more relevant demographic and make sure your products are placed in front of them, something that will provide the best opportunity for conversion. 

Google Ads Custom Intent Audiences

What Custom Audience Inputs Can You Use?

There are three main custom audience inputs to be aware of: keywords, apps, and URLs. 

Let’s begin with keywords – these are used to find people that have similar behaviours or interests to your ideal customers. The keywords you supply will be compared to the content they search for online, the content they browse online, and even the apps that they use. The critical thing to remember here is that it is up to you to decide how Google is to use these inputs, with the default being across any platforms, or only on Google assets. 

The next input to be aware of is apps. This is when you enter the names of apps that your ideal customer is likely to use into the custom audience feature. Google will then use this input to make sure your adverts are displayed in front of people that have used or downloaded similar apps. 

Finally, the last input to be aware of is URLs. Similar to the inputs before, by adding the URL that your ideal customer is likely to use, Google will source users browsing similar ones and display your adverts to them. 

By entering this information into the custom audience feature you can find potential customers that have similar interests, people who browse websites similar to yours, and people that use apps similar to yours respectively. You know, the people that will be most likely to want to and be willing to buy your product! 

How To Set Up And Edit Custom Audiences

The good news is that if you already have been using Google Ads, Google will automatically migrate your custom intent and custom affinity audience types to custom audiences. This means that you don’t have to do anything to benefit from this simpler, yet more effective system. 

You can learn more about custom intent setup through the following links:

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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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