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How to use Audience Manager to get better insights and optimization

How to use Audience Manager to get better insights and optimization

Google Ads changed the definition and functionality of audiences, releasing a series of updates and emails that

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Google Ads changed the definition and functionality of audiences, releasing a series of updates and emails that seemed vague and confusing.

Whether it’s because of data ownership, privacy, attribution, or new campaign types, the Google Ads audience has gotten a facelift.

Google recently announced some significant changes to its targeting dictionary.

As we announced, the term “remarketing” has been replaced by “your data”, and all instances of “audience” have been changed to “segment”.

But despite what the chart indicates, the term “mass” is not in retirement!

Instead, the definition of “audience” has been expanded within Google. It has been given a promotion to include several types of targeting outside of departments.

Rather than referring to specific lists or segments, “audience” has become a broader category that defines who should see your ads based on multiple criteria.

The audience can now include any of the following:

  • Custom segments (people based on search activity, apps downloaded, or sites visited)
  • Your data (people who have previously interacted with your business)
  • Interests and detailed demographics (people based on their interests, life events, or detailed demographics)

Audiences can also have exceptions and can be narrowed down by demographic characteristics (for example, age, gender, parental status, and household income).

The use of the Browse/Search wizard for custom segments and audience lists in the interface has always been riddled with bugs. Sometimes you find what you’re looking for, sometimes you don’t.

Having an aggregate audience view that can be consistently applied to multiple ad groups and campaigns will save production time and keep your targeting consistent within your account.

Access your data in Audience Manager

For best results, follow your own account by going to Tools and Settings > Shared Library > Audience Manager.

Audience Manager is the former home of audience lists, audience insights, and audience sources. It now includes the following sections:

  1. masses
  2. Slices
    1. Your data slices
    2. custom slides
    3. combined slices
  3. Your data insights
  4. Your data sources

This structural change reflects the new naming convention adopted by Google Ads, and also provides multiple paths to access the same information.

Although the interface may seem more complex, it has actually been simplified. There is very little redundancy within the audience manager, making it easy to find essential details without having to memorize the breadcrumb. You will find identical cards in multiple areas.

Now you know how to locate your data.

What can you do with it?

Look under the slide cover and your data

Google Ads has different requirements for listing sizes and eligibility to run on different networks, which can be confusing.

You’ve probably wondered how to fill out your slides, and how you can use your lists.

The audience manager can answer these questions.

Know the source of your data

From Slices tab, Your data slicesClick your part name to unlock a treasure trove of data and details.

You can see exactly how your segment is populated, with both segment names and their sources.

Review this section to make sure everything that needs to be included in targeting has been added, and anything that could negatively impact the target of the slide has been removed.

You can also review your data sources Directly from the right navigation panel in the audience manager.

Check what data sources (first party data) are in use and how they are being used. You won’t be the first marketer to discover that wrong accounts are linked or that the connection is lost.

clicking details In the lower right corner of the card, you’ll reveal more information about sources or properties, complete with parameters, attributes, and sparkline charts to show usage data.

Review listing size and eligibility

The Audience Manager will display which networks and campaign types are eligible to serve in your segment:

You can also see the list size over time (up to 180 days) for each network, as people are added to or removed from your list (based on membership duration or other criteria).

See your sector distribution performance

On this card, you’ll see your part performance across the different categories, including:

  • Demographics (gender, age, parental status)
  • Locations (state, city)
  • Devices (cell phones, computers, tablets)

Some distributions will also compare your segment to the benchmark, which gives you a better idea of ​​segment variance.

Truth Check Your Data Insights

We like to be surprised by what our data tells us about our customers.

When we invest money in advertising and gain new insights into our market, it justifies the investment and guides future decisions.

But the data insights you’ll find in Audience Manager are more “missing” than a hit.

To be clear, Google Ads says that my client converters mostly relate to the following market segments:

  • Travel (flights to New York City, Indonesia, air travel by class)
  • Events (company event planning, wedding attire)
  • Fire? (stoves, barbecue and grills)

The index indicates that purchases of our products are 23 times more likely than the general population in the market for travel to New York City, and 13.7 times more likely in the market for stoves.

It wouldn’t surprise you to learn that the product has nothing to do with any of these segments.

Is it possible that some sectors are related to the purchase of products? surely. But not purposefully. Not as often as targeting these very large segments is better than targeting segments that are directly related to the product.

If you see an underutilized segment that is relevant to your market, you can definitely add these segments to your campaigns and bid directly on them.

But if you can’t make a logical argument for why a segment is a good target for marketing, you don’t need to take action just because it’s on this table.

Take action on what you have learned

Outside of auditing audience and data details, how can an audience manager improve your account performance?

Here are some tweaks you can make within the audience manager to get a more optimized account.

Change member status

Open or close a file Member Status From eligible data slices directly from the data slice overview table.

Edit and apply slides to campaigns

You can make changes to custom and grouped slides by hovering over the slide name and clicking Edit.

For data segments:

  • Click in the section name.
  • Click the three dots in the upper right corner.
  • Choose release.

You can also assign a label to your data segment, or even apply segments directly to campaigns or ad groups.

Being able to apply data segments from the Audience manager is a time saver – you don’t have to go from tools to your campaigns every time you want to edit an audience or segment.

Test new targeting based on your analysis

Audience manager review will inspire a lot of ideas based on what you notice and even what you notice is missing.

Applying new segments and audiences to your campaigns will help you make better decisions in the future. Some points to bear in mind:

  • Adding new segments to your account is not retroactive. If I add a segment for Market Gardeners today, I won’t get CTR or performance data for the gardeners who clicked on my ad yesterday. Only metrics will be included from now on.
  • Learn the difference between observation and targeting. There can only be one targeting method within an ad group (for ad group targeting) or a campaign (for campaign targeting). You cannot place layers in both ‘Observe’ and ‘Target’.
  • The audience manager shows you how to set up targeting, but not how to perform targeting. Review the performance metrics for the segments within your ad group or campaign as they apply.
  • Depending on how you set up your targeting and bidding strategies, you may be able to adjust your bid, expand or customize your segment.

Audiences play a bigger role in Google Ads than ever before

As Google Ads changes the definitions and functionality of audiences, learning more about the audience manager would be an effective way to learn more about data segments and their sources.

Not only does Audience Manager help ensure that you reach the right market while consistently applying audiences across your account, it can also give you insights into how to find new customers.

As you generate new ideas based on your feedback, choose to be “data-informed” rather than “data-driven” so that your improvements are strategic and beneficial to your account.

The opinions expressed in this article are those of the guest author and not necessarily those of the search engine. Staff authors are listed here.

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About the author

Amy Hebdon is a Google Ads conversion expert and founder and managing director of the Google Paid Search Magic partner agency. Since 2004, she has managed Google Ads for clients ranging from Fortune 10 to SMBs in agency, in-company, and freelance work. Her articles have been published in Search Engine Magazine, Unbounce, PPC Hero, Supermetrics, Copy Hackers and CXL. In addition to her husband James, she also runs the Facebook Ads for Savvy Digital Marketers group.


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