Google Ads has been redefining Audiences with more updates and tracking tools. Keep on reading if you want to know more.
With Google’s new updates, the “audience” now has its own category, including several types of targeting. What used to be “audience lists, insights, and sources” is now Audience Manager.
Within Audience Manager, Google organized the platform into four main categories: Audiences, Segments, Your Data Insights, and Your Data Sources.
The “Segments” category includes:
- Your data: people that interacted with your business beforehand.
- Custom segments: people based on search history, apps, and visited sites.
- Combined (interests and demographics): people based on their life events, location, and interests.
With this last feature, advertisers can narrow down and exclude users by demographic characteristics. Audiences can be cut-off by age, gender, parental status, income, etc., which looks helpful at first glance. This can be applied to various ad groups which may save time and help your targeting.
Are you already using Audience Manager? Do you find it easier to work with? Let us know in the comments below.
However, there are some key points to keep in mind when you apply new audiences to your campaigns.
If you add a new segment today, you won’t have any performance data from the past. Google’s metrics will only be available moving forward. Also, Audience Manager doesn’t show how your targeting performs, so you have to review these metrics within your ad group where it applied.
We suggest all advertisers test Audience Manager and learn about segments and sources. This way, you can rest assured that your ad is reaching the right market and your insights may lead to new customers.
As always, we will learn about this expanded category and we’ll let you know if anything catches our eye. Stay tuned!
Quantikal is a data-driven performance marketing agency based in Buenos Aires, Argentina. We help clients scale their business through profitable digital ad spending by constantly obsessing over clients’ key metrics. Quantikal’s experience working in diverse online companies in marketing roles including media buying allows us to provide solutions in the ever-demanding increase of marketing performance, doing more with less thus becoming a strategic partner.
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