Which Audience Lists to Use for Your Marketing Campaigns?

11/10/2017
By pitching your ads to the audience selected the strategic way, you can ensure that the likelihood of conversion explodes substantially the next time they interact with your brand. If you are interested to know which type of audience list will work best for your remarketing efforts, then this post will be helpful for you.

With the right audiences seeing your marketing ads at the right time, your business growth can propel to unprecedented levels. By pitching your ads to the audience selected the strategic way, you can ensure that the likelihood of conversion explodes substantially the next time they interact with your brand. If you are interested to know which type of audience list will work best for your remarketing efforts, then the below post will be helpful for you.

1. Similar Audience list

This type of audience list is curated by Google based on past actions or triggers originating from similar users. This type of list doesn’t work on the lines of remarketing list for search ads (RLSA). Rather, this is for capturing new leads instead of targeting customers based on their past actions.

The impressive thing about this list is the high relevancy, as all people added on the list are based on similar query behaviour in the last 24 hours. This type of list yields outcomes with people who have just entered the sales funnel (high funnel audience) like viewing the online shopping cart page.

2. Smart Lists

Google’s very own Smart Lists is a great medium to propel your remarketing efforts. It takes in a lot of information from Google Analytics and factors in various purchase signals like browser, location, and device type. By considering these factors, the Smart List can predict which recent buyer will likely to convert at a later stage, to a greater extent.

There are two types of lists generated by Google Analytics:

A. Brand specific list
You can create lists specific to your own site if you have a minimum of 500 monthly transactions along with 10,000 page views on a daily basis.

B. Proxy list
If you don’t have the above numbers on your site, you can still make use of proxy lists. This list is generated by Google based on other similar companies’ insights and signals.

3. AdWords Optimized List

In your paid search campaigns you can uncover a wealth of information to bolster your remarketing efforts. You can traverse to Shared Library -> Audiences -> AdWords optimized list. This list is described as a combined audience that is built using diverse data sources.

For some marketers, it may look intimidating to add audience lists to a high volume of ad groups and then analysing the insights at a separate level. However, Google has announced a workaround to this too. It now allows marketers to apply audience lists at the campaign level. This way, instead of fine tuning your bids for each individual or group, you can optimise at a broader campaign level with the help of more amount of data and insights.

One more important thing to get more out of your remarketing effort – set your date range as per your campaign objectives. For instance, for longer duration purchase consideration (for example annual Diwali purchase or yearly insurance renewal), you ought to set a date range of 400 – 550 days. For RLSA, a range of 3 months will suffice.

It is clear that using the right audience list can be extremely beneficial to amplify your paid search efforts. Which will be your preferred audience list? Do write to us and let us know.

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