Audiences to employ for extra online marketing bang!

These days, there are so many audience possibilities that it can be confusing to figure out where to begin. Not all audiences are created equal, though — so in this article, I’ll discuss several that we like to use to amplify our marketing efforts. Specifically, I’ll cover similar audiences, Google Analytics smart lists, Google Analytics custom audiences and “AdWords optimized” audiences.

Before getting started, here are some general pointers:

  • Adding a whole bunch of audiences at once may seem tempting, but doing so can cause problems. For example, there could be issues with inappropriate attribution — it may look like you’re getting traction from your new audience targeting campaigns, but it could be a sale you would have gotten anyway from a regular campaign. Naturally, it sometimes takes visitors a few visits before they decide to convert. Also, you could burn through your budget pretty quickly if you’re not careful.
  • Set appropriate date ranges. For RLSA campaigns, we like to use 180 days so we get a good idea of how many people we’re reaching via a particular list. For display remarketing, we go longer (540 days) to capture people making longer-consideration purchases or to capture renewals that occur after a year (like insurance). For the most part, we find that 30-day windows are too short.
  • Set an impression cap. It’s best to consider this on an account-by-account basis. No one appreciates being targeted like crazy!
  • A lot of remarketing does not move the needle. Less is always more. We choose audiences wisely and build them slowly (more on this below).

Here are some of the audience types we’ve been exploring.

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