what can you use to connect with people based on their purchase intent
About audition targeting
To provide a comprehensive and consolidated view of your Audiences and brand audience management and optimization simpler, you'll run into the following improvements in Google Ads:
- New audience reporting
Detailed reporting about audience demographics, segments, and exclusions is now consolidated in one identify, the "Audiences" tab within the left page navigation menu. You lot can also easily manage your Audiences from this report folio. Learn more Nearly Audience reporting - New terms
We're using new terms on your audition report and throughout Google Ads. For instance, "audience types" (these include similar, custom, in-market, and affinity) are at present referred to as audience segments and "remarketing" is now referred to as "your data". Learn more than about the Updates to Audition terms and phrases
To provide a comprehensive and consolidated view of your content targeting and make content targeting management and optimization simpler, you lot'll see the post-obit improvements in Google Ads:
All types of content targeting will be found under "Content" in the side navigation
- "Topics", "Placements", "Display and Video Keywords" and "Exclusions" for all types of content targeting are at present categorized under the "Content" tab in the side navigation menu. For "Exclusions", click the drop-downward pointer
to the right of the term "Exclusions" to select exclusions for topics, placements, or Display and Video keywords.
Y'all can add audience segment targeting to advert groups and accomplish people based on who they are, their interests and habits, what they're actively researching, or how they've interacted with your business organisation. Audience segment targeting can boost your campaign'southward performance by reaching people browsing websites, using apps, or watching videos. Read the personalized advertizing policy (formerly known every bit interest-based advertizement) to assistance improve the feel for users and advertisers alike.
How audience targeting works
For Display, Search, Video, and Hotel campaigns, audiences are made upwards of segments, or groups of people with specific interests, intents, and demographic information, as estimated by Google. When calculation an audition to a entrada or ad grouping, yous can select from a wide range of segments. For case, these segments could include fans of sport and travel, people shopping for cars, or specific people that accept visited your website or app. Google Ads will evidence ads to people who are probable in the selected categories.
Note: The data used to generate audition segments (for case, folio visit history, past Google searches), may be used to improve the bidding and targeting of your audition campaigns.
Run across the tabular array below for a brief clarification of the different audience segment types to employ for targeting in your campaigns:
| Entrada type | Audience segment types |
| Brandish |
|
| Search |
|
| Video |
|
| Hotel |
|
Unlike audience targeting options
Once you've identified the interests, needs, behaviors, and goals of your audience, you tin ascertain who your audience will be for a particular campaign or advertisement group. You lot can select segments that are preconfigured by Google Ads.
Affinity segments
With affinity segments, y'all can achieve people based on a holistic picture of their lifestyles, passions, and habits. Those in the affinity segment accept demonstrated a qualified passion in a given topic, allowing you to attain the people that matter most with their products or offerings.
Currently, all Google advertisers can access affinity segments in Search, Display, and Video campaigns, besides as Gmail and Display & Video 360.
Discover a curated segment of affinity categories past downloading this CSV.
Life events
Engage with viewers on YouTube, Gmail and Display around important life milestones, like graduating from college, moving homes, or getting married. By agreement when these moments are taking identify, you can tailor your advertizing to reach the right users with the correct messages.
Like other important milestones, life events are infrequent, and every bit a result may reach a smaller segment compared to affinities. However, since life events may correspond with many related purchasing decisions, the segment is often larger than the in-market segment, which corresponds with a single purchasing decision. For example, someone who's about to move volition probable buy new furniture, moving services, mortgages, and other moving-related items during the months of their movement.
In-market segments
Select from this segment to find customers who are in the market, which means that they're researching products and are actively considering buying a service or production like yours.
In-market segments are designed for advertisers focused on getting conversions from likely buyers. These segments achieve consumers close to completing a purchase.
Discover a curated segment of in-market segments past downloading this CSV.
Custom segments
Custom segments let you lot determine how you lot want to reach your platonic segment by entering keywords, URLs and apps.
You lot can set up a custom segment in your Display, Discovery, Gmail and Video campaigns by including specific keywords, URLs and apps related to your product or service. Google Ads will then show ads to people who are likely to be interested in these keywords on pages, apps, and videos.
By inferring your entrada goals and bidding strategy, the system will interpret all of those signals and chose a segment that is focused on one of the following:
- Accomplish
- Consideration
- Operation
For example, rather than reaching the Sports Fans affinity segment, a running shoe company may want to reach Avid Marathon Runners instead. With a custom segment, the shoe company can ascertain this segment by:
- Entering interests like "5K in San Francisco," "triathlon athlete," or "long distance runner"
- Using URLs of websites with content virtually running, training schedules, marathon diet, and other marathon themes
- Entering apps in
Custom intent segments: auto-created (Display)
The auto-created custom intent segment allows y'all to ascertain and achieve the ideal segment for your Brandish campaigns. You can utilize a custom intent segment to target a specific vertical or landing folio.
For now, machine-created segments are available in English, German, Japanese, Castilian, Russian, Portuguese, French, and Italian. Bank check dorsum for updates. New languages volition be added over fourth dimension.
Your information segments (formerly known as remarketing)
You can also reach people who have already engaged with your company'southward products and services, including by visitors to a website, mobile app, videos, or customers who take given yous their contact information. Acquire more about your data segment. Your data segments include:
- People who've visited your website or apps.
- Customers who have shared information with yous. This online and offline information tin help y'all reach and re-engage your customers across Search, Shopping, Gmail, YouTube, and Brandish.
- People who share similar interests with your customers. Google Ads compares new users to the data and client segments yous provide, and automatically updates like segments for relevancy. To avert overlap, your original segment is automatically excluded from your similar segment. Learn more than about similar segments
Detailed demographics
Demographics commonly refer to age, gender, and parental condition, just detailed demographic segments are broad segments of the population that share common traits. Detailed demographic segments include college students, homeowners, or new parents. Find a curated segment of detailed demographics by downloading this CSV.
How behest for segments works with multiple campaigns
If y'all have multiple campaigns targeting the aforementioned traffic, the auction will select the 1 with the highest effective bid.
Example
Suppose Entrada A and Campaign B are targeting the aforementioned model of shoes in a user locality.
Campaign A has a $2 base bid, with a 100% bid multiplier for an audition segment, and Entrada B has a $five base of operations bid with no multiplier. Campaign B will earn the impression, even though it has no segment bid adjustment.
About dynamic prospecting
Dynamic prospecting is ane way to extend the ability of your feed-based dynamic remarketing to reach new users with your high-performing products. Unlike dynamic remarketing, which is focused on getting the nigh value out of your existing customers, dynamic prospecting is used to larn new users. This departure makes dynamic prospecting the preferable method if you lot're a new advertiser or if you're targeting an audience different from your own outset-party information (including your remarketing lists).
Notation: If you lot want to use Retail feeds along with your Smart Display Campaigns, please create a Smart Shopping Campaign or contact your Google Account Representative. Larn more about Smart Shopping Campaigns.
How it works
Dynamic prospecting uses car learning to predict which feed items prospective buyers are looking for. Using historical feed performance and user behavior, dynamic prospecting predicts which new users are nigh likely to perform well for items in your feed. Once the system finds statistically pregnant relationships betwixt feed items and user intent, it combines that possible intent with demographics-based information such as age and gender to match the user's intent with a relevant product in your feed. The products in your feed are evaluated and selected based on performance, relevance, and other factors to make up one's mind which ones are most likely to pb to conversions.
Smart Display campaigns are recommended for dynamic prospecting campaigns, since they can simply and easily combine dynamic remarketing users with prospecting users for effective full-funnel setup.
Example
Imagine you lot're a hotel provider, and a customer wants to take a vacation in Paris. This customer is researching many topics almost Paris, such as its cultural attractions, restaurants, hotels, and flight options. Since you have enabled dynamic prospecting, every new fleck of relevant information in this user's journey that indicates their travel intent to Paris, helps Google's systems know that showing your Parisian hotels to this customer is more than likely to pb to a relevant, assistive-style advertizement that this user may exist more likely to catechumen from.
Related links
- Add audience targeting to an advertizement group or campaign
- Nearly targeting for video campaigns
- Add like segments to your targeting
- Well-nigh Audience reporting
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Source: https://support.google.com/google-ads/answer/2497941?hl=en
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