Google Ads provides advertisers and retailers with all the tools they need to run targeted campaigns. Whether with a small or large budget, to improve brand awareness or to generate leads - every ad needs an addressee. User-defined target groups give you the freedom to target groups of people who have similar interests, visit certain websites or search for a keyword. We will show you how to proceed so that your campaign benefits from the individual target group selection.
Google Ads knows its customers
No other company in the world has such extensive customer data records as Google. In 2021, the Google Chrome browser alone was used by around 3.2 billion users every day to surf, store and work. Every day, 5.6 billion individual searches are made via the Google search engine, or 3.8 million searches per minute worldwide. Every use of Google products feeds the databases with comparable data sets from which algorithms can learn. The Google Ads service, through which you as a company or advertiser place ads, benefits from this diversity.
Google not only knows people who use search engines and services privately, but also its advertising customers. That's why Google Ads already offers many different tools for defining goals and target groups for new campaigns. For example, you can select from an overview whether you want to increase conversions, sales or reach. Would you like to advertise in apps or in Google search?
Together with information about your target website, keywords and landing pages, Google Ads can already determine who you are likely to target with your campaign and control the ads accordingly.
Discover target groups in Google Ads
Creating a new campaign is very easy with Google Ads. The "New campaign" button can be found directly on the start dashboard, the "Overview" in the Ads account.
The campaign is initially the superstructure for individual ad groups. This is where you define which content you want to advertise. This is another reason why a newly created campaign should have a concise title that is easy to find, even if many campaigns are running simultaneously.
Within the ad groups, you then create individual ads and the corresponding target groups. Google already knows some target groups that have proven to be successful for retailers and companies. For example, if you offer beauty and wellness products, there is already a customer group that you can select.
By activating the "targeting" of the target group and selecting a predefined target group, you can see how many users of which demographic you are likely to reach. This option is quick and easy to use if you don't want to create your own specific target group. If you want to display the ads to users of any target group without limit, but also increase or reduce the bid for certain target groups, use the "Observation" option. Your ads will be displayed to all users, but with a bid of a certain amount also to the selected group. You can also see the performance of these target groups in detail.
Why create a custom target group?
The custom audience is both an important tool and the master class of ad placement. It can therefore be worthwhile using simple A/B tests to compare whether the custom target groups perform better than the general target groups. If you use the "beauty and wellness" group mentioned above, Google already has empirical values here. Google Ads knows which websites this target group frequently visits, where they shop, where they live, how much money they spend and which ads they respond particularly well to.
When you create your own target group, you decide which values Google should use to display the ads. What are your customers interested in, which sites do they use? Are they mobile or desktop users? Do they buy via apps or do they prefer the online shop? Questions like these are often only answered once you have tested different variants and retained the target groups with the best conversions.
Creating user-defined target groups - here's how
Creating your own individual target group in Google Ads is very easy. Under "Target groups", select "Custom target group" at the bottom left. Assign a target group name that can still be clearly assigned later, for example "Beauty products over 50 for Website.de".
You can now choose between "Users with one of these areas of interest" and "Users who have searched for one of these terms on Google". The second point refers to classic keywords. For example, you can target people who have searched for "anti-wrinkle cream" because you also offer a similar product on your landing page or link target. You can also filter by "users who visit certain website types", "users who use similar app types" and "users who have visited certain locations".
You can see which users you can reach with your settings in the preview on the right-hand side. Here, the data you enter generates a specific group as Google's algorithms see it. For example, this could be "women aged between 19 and 35" who are in Munich. The more keywords, websites, interests and geodata you add, the smaller your target group will be and therefore, of course, the more precise it will be.
Get to know or implement target groups
Google Ads can be used in many different ways. On the one hand, you can align your ads to a target group that you already know through market research or evaluation of statistics. On the other hand, the tools can also be used to find out who the target group of your products really is. To do this, we recommend regular reporting and adjusting your ads. Rediscover your clientele or address precisely those target groups that your brand has focused on.
Share
