Now with audience targeting one of the areas of under campaign settings, we are sort of looking at, segments that could be relevant for your business. And this is a big area and in many ways is not very relevant for search campaigns, especially when you are starting. Yes, you can use them and that’s fine. If you wanna see or have an idea of something that you want to target, and maybe you’re running specific search terms and you want to narrow down to specific audiences, you can test that. But remember something, search campaigns, the primary targeting with search campaigns is keywords. So what we are looking to do with the search campaign basically is to target people who are searching for our products or our services on Google and so forth. So that really is key. And, sometimes you are not really sure who that person is behind the search, so you don’t wanna narrow too much.

What you wanna focus on is getting people who are searching and they’re highly relevant to what your products or services offer. For example, you know, in some businesses the person who is searching is not necessarily the decision maker, so you need to take that into consideration. And, you know,  the audiences may not get that right all the time. Audiences many times are based on people who are logged into Google products, you know, Gmail and so on. So Google has got information on those products, but many times Google doesn’t get it right with audiences and you need to be careful with that. Another thing about audiences, they mostly are for sort of like display campaigns and when you wanna run remarketing and create audiences in Google analytics, something we’ll look at when we are looking at, in the, the next courses on remarketing and Google Analytics and so on.

So for a search campaign, I do not encourage you to narrow down to specific audiences just based it on keywords, but it’s a good thing for us to look at because it’s, it’s gonna come to play later. So in this campaign and in this account, what you are seeing here is based on this account that we’re looking at, So the audiences, for example, to do with business services. And then it will show you like it’s an in-market segment and the top related audience segments under that web designing development. So you can narrow it down to those specific, audiences if you want, telecoms and so on. And these are different categories and topics and even remarketing lists and and so on. But if you go into browse, that’s where you get more audience options. And these are really good, especially later when you run your search campaign and you’re finding out that you’re getting conversions from certain,  audiences like demographics, for example.

So, you know, if you  may find that maybe you’re getting a lot of, conversions from people with a certain marital status, single or in a relationship, or parents or whether they are or not, and so forth. So these are detailed demographics. They don’t include, this is slightly separate from the age and gender, which you can also set in your, campaign later. So for example, if you find you’re getting good conversions from people between the ages of 45 and 54, you can be modifiers or just focus on those specific ages and so on. So yeah, this one is more detailed, so it’s focused on parental status, marital status, education, homeowner status, and employment, company size and so on. And you can test all these and see how they work for you. But, you know, as I mentioned, this should really come later, you know, especially when you’ve run your campaigns and you’ve tested them because a lot of things  in Google ads revolve around testing.

No one really knows why you get until you run and test your ads. And then you can look at affinity audiences,  based on people’s interest and, and habits as it says up there. You know, people who have an interest in home and garden, DIYs home, Decco enthusiast and so on. And just scroll down and look at all of these, these are brilliant for display campaigns and so forth. They work really well. And even in market audiences, people who are researching and wanting to purchase, looking and ready to purchase, that’s  another good audience. And, you know, data and similar segments, this is mainly based on your own data, your own website visited, and so forth that you would’ve created in, in many cases. So you can use this especially for remarketing. So create audiences and Google Analytics, import them into Google ads and then just create display or remarketing search ads and so forth. And combine segments. If your account is eligible for this is just more advanced, features out there. But as I mentioned, you know, live this bit out, it’s really gonna come later when you’ve run your campaigns

And you see what you’re doing. And even then, you know, search campaigns really about keywords. They’re not really about some of these demographics. These really relate to display advertising where your ads are coming up on third party websites and,  you can target those specific people based on that and so forth. So that’s audience targeting. Good feature, generally not the best for search campaigns.

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