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There are a myriad of different ways to target people in Google Ads, and I recommend being smart about it so that you get the best results for your budget. “Being smart” could mean targeting very tightly, or alternatively targeting very loosely and letting Google Ads use Artificial Intelligence to target. It really depends on your own scenario, budget, strategy and scale requirements.

Some of the macro-targeting options include geographical locations, ages, genders, and device types.

There’s some other options as well, depending on the level of granularity you need.

Affinity audiences are broader interest targets and somewhat align to TV campaign audiences. They are not my first choice for targeting because they are quite broad, but can be helpful when you want to target but not too much, or want to compare results with TV advertising.

In-market audiences will show your ads to users who have been searching for products and services in a long list of predefined categories maintained by Google. When Google flags a user as searching with purchase intent, the in-market audience is added to them. This targeting method can give you some very nuanced categories of people to target.

Custom intent audiences lets you generate your own target audiences rather than relying on Google’s predefined categories. This lets you target even more tightly. With custom intent audiences, you can choose specific keywords and phrases that you want to target. You can also add URLs for websites, apps, or YouTube content related to your audience’s interests and shopping habits. You can get extremely granular with this targeting option, but your lists will be smaller. It’s more of a sniper approach rather than a broad reach campaign.

Similar audiences target users with interests related to users in your existing remarketing lists. These users aren’t searching for your products or services directly, but their related interests may make them likely candidates for your offers.

Remarketing audiences are users that have already interacted with your ads, website, youtube channel, app, and other third party tools & software that allow custom Google tags. Remarketing is an amazing strategy for inexpensively staying in touch with people who already know your brand over the long term. Google can remarket for up to 540 days since a user last interacted with your Google tags.

This tip and many others are found at https://www.petramanos.com/category/tips/


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Your attention to detail is beyond what I had expected. The detail of the data is incredible. The best part though was to learn the profile demographic - which is very different to whom I think I've been trying to target through social.

David Clayton Director, Myomasters Massage Health Clinic Google Ads April 23, 2020

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Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020

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Petra's detailed reports and her personal assistance has been helping us to know where to concentrate our efforts and even showed us technical issues we needed to fix. Our Audience Engagement Report identified several key interests of our buying audience. We tried targeting one of those interests and it brought in two sales almost immediately! I highly recommend working with Petra and accessing her brilliance to scale your business.

Michelle Bridger Michelle Bridger, Facebook Advertising Specialist Ecommerce Google Tag Manager, Google Analytics & Google Data Studio Configuration April 23, 2020

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Working with Petra was a great experience, communication was easy and she is very organized. She also provided detailed reports of the work she had done and the results generated. We would definitely recommend her services.

Charles Marois CEO, Olsa Tools Ecommerce Google Ads April 23, 2020

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It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020