Display audiences are built on user profiles based on various criteria. If you want to keep full control over every aspect of your Display campaign, the standard campaign lets you define your audiences manually.
As a reminder, ads served on the Display Network are banner ads that appear on Google's partner sites (between 80 and 90% of websites worldwide). It's therefore important to carefully select your audiences to reach the maximum number of users likely to achieve the goal you've set.
The different audience types available for your Display campaign are as follows:
Audiences to build awareness:
- Detailed demographic audiences: Based on marital status (married, in a relationship, single), occupation (industry and company size), education level, parental status, homeownership status (owner or renter), etc.
- Affinity audiences: These are internet users who have shown an interest in your products or services across the Google Network. For example, avid news readers, fast food enthusiasts, investment buffs, DIY hobbyists, motorcycle enthusiasts, etc.
Audiences to generate interest:
- In-market audiences: These are internet users who have shown strong purchase intent through repeated searches for products or services on the Google Network. For example, kitchen tools and gadgets, makeup and cosmetics, home appliances, home decor items, etc.
- Life events audiences: This audience type lets you reach users during a major milestone in their lives. For example, a job change, starting a business, a recent move, an upcoming wedding, retirement, a new pet, etc.
- Similar audiences: This audience is built from your remarketing list. It groups users who share interests similar to those in your remarketing list.
Audiences to drive action:
- Retargeting: These are users who have already interacted with your website, app, or ads. For example, you can create a remarketing list of users who visited your website in the past 30 days, or those who abandoned their shopping cart in the past 14 days, etc.
- Custom audiences (or custom intent audiences): These are users who have searched for specific keywords or URLs. For example, a user who searched for "women's t-shirt" can be added to this audience.
- Customer list: Users who are part of your database.
At datashake, we recommend prioritizing the use of the following audiences:
- In-market audiences and custom intent audiences for acquisition
- Customer lists and retargeting for re-engagement and loyalty
Want support with Google Ads or your overall digital marketing strategy? Don't hesitate to reach out!
By Candice Echavidre
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