Currently, a common challenge for advertisers is finding ways to ensure their ads reach people genuinely interested in their products or services, encouraging them to make a purchase. If you’re an advertiser using Google Ads, you know that Google’s Audience, Topic, or Demographics functions can be quite broad, making it difficult to refine targeting and often lacking detail. This frequently results in underwhelming ad performance, with low or no conversion rates. Today, we’ll explore how to create more refined audiences using the Custom Intent Audience function.
What is Custom Intent Audience?
Custom Intent Audience is an audience you can create yourself within Google Ads, focusing on the user’s behavior on Google. It analyzes what topics they’re interested in at that moment, based on their searches, the websites they visit, and the YouTube videos they watch. This information is used to categorize users.
The creation process isn’t complicated. Simply go to the Audience Manager, select Audience, click the plus sign, and choose Custom Intent. You’ll then be taken to the creation page where you can name your audience and enter keywords or URLs of websites you believe your target customers might be interested in. It’s recommended to include around 20 keywords and 10 URLs to help the system easily identify relevant users. That’s all there is to creating a Custom Intent Audience.
Advantages of Using Custom Intent Audience
- You can directly target users who have visited websites you’ve specified to create the audience, similar to remarketing with another website’s audience.
- It allows you to display ads to users who have visited your competitors’ websites, giving you a chance to become an alternative option for customers likely to make a purchase.
- Easily and quickly reach potential customers. If you’re just starting a new business, you won’t have an audience of people interested in your products for remarketing. Creating a Custom Intent Audience helps build awareness among your target audience without needing to collect data yourself.
- Reduce unnecessary spending by avoiding broad targeting through Audience, Topic, or Demographics functions. This approach enables more specific ad delivery, preventing wasted ad spend on uninterested individuals.
- Cost-effective. Based on experience, statistics like CTR, Average CPC, and Conversion Rate are significantly better, resulting in a lower Cost per Conversion and increased conversions overall.
- Can be combined with other advertising channels, such as YouTube Advertising, where you can create audiences based on keywords related to your products and display video ads on YouTube.
In conclusion, creating a Custom Intent Audience is a valuable function that allows you to reach highly targeted audiences with a high probability of purchase, easily and affordably. It focuses on building awareness on the GDN and YouTube platforms, leveraging data from top-ranking sources on Google to avoid the need for collecting data for remarketing.
