Episode 13: Setting Up & Choosing Google Audiences

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There are two main ways to set up your Google audiences, one of which you may be familiar with and another you may not. In this blog, we are reviewing the difference between both, and the variety of audiences you can choose to market to for higher profits (even with all the competition on Google)!

Let’s get into it!



Targeting vs. Observation

When setting up your Google campaigns, you can choose whether you want Google to target a particular audience or observe a particular audience. Targeting has been native to the platform for a while, but Observation is now being recommended by Google and we can explain why:

  • Targeting – allows you to target your ads by choosing criteria, such as audiences you’d like to reach or content you’d like ads to appear on.


For those in the audience you select, they can search for your keywords, and your ad will show, but for those searching for those keywords outside of your audience, it will not show.

  • Observation – allows you to monitor and set custom bids for criteria without restricting your reach.


Observation allows you to compare and seek out new audiences. If you are running a Non-Branded campaign and have your list of keywords, for those in your audience, the ad will show without a doubt. With Observation, you can set up a campaign to watch or “observe” another target audience to see if they perform better than the average people searching those keywords.

This can be an opportunity to bid up if the other target audiences are performing better. If this other audience is performing lower, you still have the option of bidding less on that audience as well! This option is a good way to crack Non-Branded search so you aren’t competing with the whole world on keywords, but just particular audiences to see which performs best.


Choosing Your Audience

Now that we have covered the two ways you can set up your campaigns, let’s talk through all the different audiences you can put on Observations or Targeting, to ensure maximum output for your business.

  • Affinity Audiences – Someone who is interested in a topic, they’ve been interested in the topic, and they typically always will be. This is choosing an audience from a lifestyle, habit, and passions point of view. Ex: Runners, Gym Fanatics, Healthy Eaters



  • In-Market Audiences – Someone who has just come into the market. This person is starting to search for things they haven’t in the past. Ex: Person who wants to get into running and starts searching for running shoes or someone who just got pregnant and is looking for baby products



  • Similar Audiences – This is exactly like Facebook’s Lookalike audiences. Here, you can create an audience and run ads on a similar audience. We typically run the same ads on “All Purchasers” or “All Converters”.



  • Custom Intent Audiences – This is your traditional audiences like Add-to-Cart, Site Visitors, etc. This is nice because you don’t have to set up a retargeting campaign, you can just set up an overlay of more custom audiences over your campaigns and observe them see if they perform better.



Note: On YouTube, you can set up a custom audience using keywords. Google will take the people who have recently searched for the keywords and show them your ads.




Go out there and try some of these if you haven’t and overlay them on your campaigns using Observation and let us know how it goes! We can’t wait to see.


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