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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/