How to Improve Search Ad Results with Audiences on Google Ads

Google Audience Targeting

As marketers, we are trying every day to become more strategic and to provide better results. Audiences are a tool at our disposal that can help us achieve this but can be overlooked at times. As we head into the final quarter of the wild year that 2020 has been, let’s take a look at some best practices for setting up audiences to improve our Google Ad performance.

What Are Google Audiences?

Before we get too far ahead of ourselves, let’s start off with what audiences are. In Google’s support section, they introduce the idea of Audiences like this:

“You can add audience targeting to ad groups and reach people based on who they are, their interests and habits, what they’re actively researching, or how they have interacted with your business. Audience targeting can boost your campaign’s performance by reaching people browsing websites, using apps, or watching videos.”

In simplest terms, audiences are a way to utilize Google’s data and insights to better target our ads which will increase the performance of our ads.

Improving Google Search Ads with Audiences

In our latest blog article, we talked about how to set up effective Search Ads. Using audiences is the next step in that process.

Audience Types

Google AudiencesThere are several types of audiences to choose from when it comes to search campaigns. Let’s examine each of them here below.

Affinity Audience

This audience is made up of users that are grouped together based on their habits and/or interests.

Detailed Demographics

This allows you to reach users based on long-term life facts like education to marital status.


This Audience is built on grouping users together based on their recent purchase intent.

Remarketing Audiences

In the Google Ads platform, you are to build a list of people that have interacted with your business and then target them with your ads.

Customer Match

This audience allows you to take data from your CRM and target existing customers and your lead. Essentially, you upload your data file with customer and lead contact information, and then you can target them with ads.

Similar Audiences

This audience allows you to target groups of people who share similar characteristics with your existing customers or users who have visited your site.

Choosing Audiences

With six different types of audiences to choose from, you definitely have choices. What you choose will be based on your campaign goals, what you are marketing, and what you find works best for you. We’ll talk about this in the next segment more, but testing out different audiences will be your best friend.

Getting Started with Google Audiences

Okay, you understand the different audience types so now we want to start testing. First and foremost, as I mentioned in the last section, we want to set our campaign goals. If you are looking to add audiences to existing campaigns then this is a good time to re-examine the goals of your existing campaigns.

The different types of goals you can set are endless. With that in mind, we will look at this all from a really general lens.

Let’s look at an example where your goal is to advertise to prospects in your sales pipeline. This is where using a customer match list would make the most sense. Through either display or search ads, you can target prospects that you have contact info for with ads that speak to them and drive them to action.

In another scenario, you may be looking to expand your reach and audience. Yes, you can do this by targeting keywords and using a broad keyword strategy, but audiences can help here too. Trying out similar audiences or in-market audiences will help you get in front of new people who have been active or shown interest in your market.

Testing & Reporting

Google Audience TargetingAs marketers. it’s important to plan out your strategy and make the most accurate projections for performance that you can. However, it is important to not be married to what you thought was going to happen. As with all SEO and ad work, let the data and results be your guide.

Set up a testing cadence and begin testing different types of audiences for different goals across different campaigns. Then make sure to set up proper reporting so that you can track results and determine which audiences are working best for you.

With an understanding of what audiences are, how they work, and how different ones support different goals, you are ready to get started. Like with any knob you twist or lever you pull with ads, your data will tell you the answers. Be sure to work audiences into your strategy and to continue to test and refine your approach until you find something that works.

If you want to learn more about our digital advertising services, set up a free consultation today.



Let’s start accelerating your success.

    © 2021 Nowspeed | Privacy and Cookies Policy