How to find New Audiences for Awareness Campaigns?

You’ve tried custom intent audience; custom affinity audience and now you’re having trouble scaling your managed placements. You know you want to grow your audiences but are leery of testing broader targeting options. What audiences should you test next for your display campaigns in Google Ads? The Audience Insights tool in the Google Ads Audience Manager is a great resource for display advertising. Let’s take a look at where to find this tool and how you can utilize the information to find new audience combinations to test.

Click the tools menu in the overhead navigation of Google Ads. In the drop-down menu, find “Audience Manager” under the Shared Library Column. Once you’re in the Audience Manager, click on “Audience Insights” on the left-hand side of the page. By default, the audience we can review first is an all Users audience.

No matter which audience is the default option that shows up, you can also select which country you want to use to review the audience data. Now advertisers can see the top in-market and affinity audiences your selected audience falls under. But you don’t have to stick to all users. You can change the “Audience to get insights on” option to a variety of audiences you have in your Google Ads account. This will help you learn more about the users in each of your base audiences.

Users in different base audiences are going to fall under different in-market and affinity audiences. When crafting your campaign and ad group structure, utilize this information in the Audience insights tool to find the best, new audiences to test your new campaigns. Use different ad copy to speak to different audiences. You can’t review a base audience in the Audience insights tool unless they have 1000 users.

If the default audiences in Google ads are not working for you, consider creating those audiences with longer date ranges to be able to analyze your current users. If your account has built up enough users to view a variety of audience data, try and find patterns between the audiences. If you see certain in-market and affinity audiences show up in several audiences you’re pulling data, you should probably test those first.

If you’re looking for new audiences to try for your display campaigns, the Audience Insights tool will give you new ideas to use based upon the current audiences with your account. Not only you can use the tool to test new audiences, but you can use it to see if the in-market and affinity audience data changes over time. User behavior will change. Your target audience might change. Check back every once in a while to see if you should switch up your display targeting at any point. The audience insight tool is there with the information you need.