Google Ad Targeting Explained
Everyone is always talking about the power of Google Ads but it can be difficult to understand how it works when you’re not a digital advertising expert. The value of Google Advertising is directly related to the amount of information it has collected on users of its services. This information, otherwise referred to as “first-party” data, can then be used by advertisers to target the individuals it desires. To better explain this, let’s walk through the different targeting options and some examples of each.
Affinity Audience
Definition: Those that have demonstrated a qualified passion (affinity) in a given topic based on a holistic picture of a person lifestyle, passions, and habits.
But how? Google takes information about what a person purchases, searches, watches on YouTube, where they go, what websites they visit, etc. to identify that they are passionate about a given topic.
Example Affinity Groups: Cooking Enthusiasts, Pet Lovers, Avid Business News Readers, American Football Fans
Life Events
Definition: Those that have reached an important life milestone.
But how? Google interprets people’s search activity to anticipate what they’re likely to do in the near future.
Example Life Events: Graduating College, Getting Married, Buying a Home
In Market
Definition: Those that are researching and actively considering buying a service or product
But How? Using search data, Google identifies those that are researching products/services and creates an audience of those who are more serious potential buyers.
Examples: Eyewear, Mini Cooper, Office Supplies, Home Décor, Trips to Germany
Custom Audience
Definition: Those that have demonstrated a qualified passion (affinity) in a given topic. This is like affinity, but customized.
But How? The advertiser enters specific search keywords, URLs and Apps that their desired audience would be searching, visiting and downloaded. An audience is created from this!
Examples: Avid Marathon Runners, Buying a Used Car. Anything else that’s not an already defined Affinity Audience.
Re-marketing
Definition: Past visitors to a website, mobile app, YouTube channel or physical location
But How? The advertiser provides Google the data via Google Analytics, Customer CSV files, etc. and Google use this information to find those same people on the web
Example: Someone who recently visited your website
Detailed Demographics
Definition: Broad segments of the population that share common traits.
But How? Google takes information about what a person purchases, searches, watches on YouTube, where they go, what websites they visit, etc. to identify the demographic segments they fall into.
Examples: Status/Level of Education, Employment, Marital, Parental
Customer Match
Definition: Your online and offline customer data
But How? Uses information and advertiser’s customers have shared with them. The advertiser either imports or provides google with a direct feed to this data.
Example: Someone who recently made a purchase from a physical store
Similar Audience
Definition: People who share characteristics with people on the advertiser’s existing remarketing and Customer Match lists.
But How? There are things an audience have in common but the advertiser isn’t necessarily aware of. Google uses machine learning to identify these similarities and then find others who fit the profile.
In Closing
Now that you know what targeting is out there, we bet you’re interested in using it to grow your business. If you’d rather hire the experts than do it yourself, Trifecta Marketing Services has the experience and expertise you’re looking for. To learn more about our digital advertising services, visit www.trifectamarketingservices.com/digital-advertising.