5 Ways to Find Advertising Audiences for Google Ads

Create your first Google Ads campaign with the Liana toolkit:

Créez votre première campagne Google Ads avec la boîte à outils Liana :


As marketers, we’ve all been there: it’s hard to find the right advertising audiences and allocate your ad spend effectively. Let’s take a look at five ways to find advertising audiences for Google Ads.

First things first, as you might already know, you can run Google ads on either the Search network or the Display network. In this video we’re going to focus specifically on the search network.

When dealing with advertising audiences for the search network, you might want to use Remarketing Lists for Search Ads. This is a feature that allows advertisers to tailor their campaigns based on what a user has done on their website or app.

The first remarketing list that you can create is the audience of users who visited specific pages on your site.

We noticed that our article on opinion leaders attracts an impressive number of readers, and we wanted them to come back. We created a remarketing list of the article’s page visitors, and launched a search ad group that is set up to fire the ads only if the user is on this list and is searching with the keywords that we are bidding on.

Thanks to our brand-new Google Integration, we can create Google Ads campaigns and build audiences all in one simple user interface.

The second way to create an advertising audience is to select users who were looking for a particular good on your site.

For example, a real estate firm can create a list of users who looked at properties for sale and show an ad with the best offer to this audience as they Google properties next time. Since this audience has a higher purchase intent, bids for this Ad Group can be increased.

Audience number 3. Users who downloaded your content

If you have a list of users who downloaded your brochure or whitepaper, you can set up ad groups to only be triggered if a user is on this list.

You can tailor your ad copy for this audience to move them closer towards customership. This could be something like offering them a free demo or 10% off their next purchase.

Number 4. The audience of users who abandoned shopping carts.

If you run an eCommerce business, you can create an audience of users that filled items in their cart but didn’t complete the checkout. Like in the previous example, you can tailor your ad copy and reach them with a discount or special offer when they google similar goods next time.

Last but not least: users who bought from you one year ago

This strategy is mostly relevant to seasonal businesses, such as hotels or airlines. By setting higher bids for the ad targeted to this audience, you can make sure your ad will be shown in the top slots. And as the user has previously made a booking on your site and is aware of your brand — they will be more likely to purchase again.

There’s one thing to keep in mind though. According to Google, the requirement to serve your remarketing list ads is to have a minimum of 1,000 active visitors or users within the last 30 days. So make sure you also drive enough traffic to your site.

We hope that these tips gave you some ideas on how to step up your Google Ads game. If you have any questions or comments, comment below or contact us at hello@lianatech.com


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