Google Ads marketing has the unique ability to display your small business’ ads to a large audience of users through specific terms, or “keywords”, that anyone can search in Google’s search engine. With that being said, it’s likely that you don’t want just anyone seeing and clicking on your ads. This is where audiences come in. Audiences help streamline your ads to only high-quality users with interests similar to the product or service you are marketing – aka, your target audience. Although you may already be using audiences, there are a few simple steps you can take to really make your ads shine and reach the right people.

In this post, we’ll help you develop a stronger understanding of audiences and a few tips and tricks on how to use them more efficiently. At the end of this you develop a stronger understanding of audiences and how to use them efficiently. As a result, you should see a decrease of spending on irrelevant traffic, an increase to the number of clicks from valuable searches, and all without having to adjust your budget!

What are Audiences and how are They Used in Google Ads Marketing?

Creating audiences is one of the many basic steps of creating a successful Google ads marketing campaign for your Denver small business marketing. However, there’s a little secret we’ve learned in our time as a PPC Digital Marketing Agency. When launching quality Google ad campaigns, you’ve got to go back to the basics to achieve the best results.

Now, we get it—walking you through each and every audience would probably get a little tedious. So, instead, we’re going to dive a little deeper into two very important sections that you should take a second look at: “How they interact with your business” and “Combined audiences”.

Section One: How They Interact with Your Business

Under “How They Interact with Your Business,” you’ll find the folder, “Website visitors” with the two audiences “All Users” and “Purchasers.” Depending on your business, either or both audiences should be included in your campaigns.

Under “How They Interact with Your Business,” you’ll find the folder, “Website visitors” with the two audiences “All Users” and “Purchasers.” Depending on your business, either or both audiences should be included in your campaigns.

The Purchasers audience is a pool of users that have purchased something from your website in the past. This audience is highly valuable since we know they have passed the threshold of deciding to make a purchase and are going to be an easier audience to market new or add-on products. Depending on what your Denver small business sells, this audience can be used to create a whole new campaign around in terms of retargeting and how specific your ad copy can get. On the other hand, if your small business sells something that users typically only buy once and doesn’t need to be marketed to anymore, they can be added as a negative audience. This will effectively filter out any users that have made a purchase in the past, allowing the Google ads marketing budget to be more focused on potential first-time buyers.

The All Users audience is a broader audience that contains users that have previously clicked on one of your ads. These users are still considered valuable since they have passed the threshold of seeing our ad in their search results and clicking on it. This audience has shown interest in what you’re marketing and has the potential of being a strong lead. Many times, users will leave and return to a website before making any significant decision, so adding this audience to each campaign ensures users will be able to find your business again.

Section Two: Combined Audiences

Combined audiences are created by you and can get as narrow or broad as you’d like. This is basically a way to use multiple audiences like a Venn diagram, so you only get users that are in (or specially not in) every audience you choose.

Start by clicking on the “new combined segment” and naming your new audience. We typically like to use a name that includes the audiences we use so it’s easier to identify, but it’s all up to you or your PPC Digital Marketing Agency.

After you decide on a name, select the first audience you want to start out with, choose a broader audience that you know you’ll be able to narrow in on (you can also choose multiple audiences at each level). After, click the “narrow your segment (AND)” option and add a more specific audience you can use.

The “exclude segment (OR)” is used to filter out users that may fall into each of the audience you select but are specifically considered low quality.

For example, if you’re marketing for a mountain bike company, you could start out with the audience “Bicycles and accessories.” Then, by selecting the “AND” option, you can pick more specific audience like “cycling enthusiasts.” Next, you could click the “OR” option and add the audiences “motorcycles” and “Scooters & Mopeds” since you’ll only want users searching for bicycles.

So, a user in this audience will need to be searching for bicycles and is considered a cycling enthusiast but is not currently looking for motorcycles or mopeds.

The options here are vast to say the least, so feel free to tinker and see what works best for your business! Trial and error are a part of the process even at a Google Ads marketing agency.

Strategize Like a Google Ads Expert

When it comes to Google ads marketing and even social media ads, a lot of your conversions and ROI depend heavily on what audiences you create in the first place. It’s important to approach every campaign with a simultaneously detail-oriented and goal-oriented mindset. However, we understand that creating ads can be an overwhelming process altogether, even for seasoned business professionals at a PPC Digital Marketing Agency. Creating powerful, lucrative ads is one of our favorite ways to help Denver small businesses take their marketing to the next level, and our creatives have the experience, finesse, and creativity to get it right.