Google Custom Audiences: The Facts
Google announced last year that they would combine personalized affinity and intent audiences into a simplified solution called Google personalized audiences, and it has happened. Custom audiences are now available for Google Ads for Display, Discovery, Gmail, and Youtube campaigns. According to to Google: “With Custom Audiences, you can use a single audience for whatever business goal you’re targeting, whether it’s awareness, consideration, or conversions.”
What are Google Custom Audiences?
Custom audiences are set up and edited in Google Ads, where advertisers will establish audiences for their campaign, including:
- People with specific interests or buying intentions (based on keywords that describe the interests of an ideal consumer or the products and services they may be looking to buy)
- People who have searched for specific terms in Google properties (Google.com, YouTube, etc.)
After broadly defining the audience through these two groups, Google’s personalized audience allows additional targeting with “contributions“, including keywords, URLs and apps chosen from drop-down menus. These additional entries allow advertisers to reach their ideal customer based on interests, habits, activities, app usage and browsing behavior.
After creating a Custom Audience and ‘based on your campaign’s goals and keywords, the new Custom Audiences will interpret all of these behind-the-scenes cues to fit audience, consideration or performance, thereby bringing efficiency in the management of your account ”. Explain Google.
Will the existing custom intent or affinity audience types in Google disappear?
No. All previous Custom Intent and Custom Affinity audience types are automatically migrated to Custom Audiences within Google with no impact on performance or functionality. And, those types of Custom Intent or Custom Affinity with Keywords audience will be moved to the correct category based on the new Custom Audience model.
How can Google’s Custom Audiences help digital marketers?
The increased flexibility of Google Custom Audiences allows digital marketers to get the right message to the right audience at the right time. “By building audiences based on keywords and relevant websites, you can serve more relevant ads to better achieve your goals,” Google says.
Are you looking for new ways to reach target audiences?
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