Custom Intent Audiences in AdWords.
“Consumers are more curious, more demanding, and more impatient than ever. . . AdWords has been redesigned to help you reach these mobile-first consumers in faster and easier ways. Today, we’re introducing more innovations available only in the new experience.” –Anthony Chavez, Director of Product Management, AdWords
Last summer, Google added an array of new features to the AdWords platform including a new interface that Google noted was, “. . . the most powerful change [they’ve] made to how advertisers visualize and manage their campaigns in over 15 years.”
What has many excited, however, is the new custom intent audiences.
In mid-November Google announced a variety of new sales-driving AdWords components, including custom intent audiences.
Custom intent audiences enables businesses to leverage the Google Display Network (GDN) to, “…make it easy for you to reach people who want to buy the specific products you offer–based on data from your campaigns, website and YouTube channel.”
Google explained the effects of the new audience option as followers:
The system works by employing machine learning technology to analyze a user’s current or previous AdWords efforts to produce a custom audience to target.
The automatically generated audience is comprised of the most frequently surfed URLs and keywords for a given product or service search.
While this may sound like a wholly automated marketing solution, users do have some sovereignty over the process as custom intent audiences can be automatically created by Google.
Custom intent audiences give both novice and expert advertisers the tools to successfully expand beyond the bounds of Google Display Network’s canned audience groups.
No matter which option you feel more comfortable using, each presents the distinct potential for entering scads of new, prospective consumers into a business’s sales funnel.
Where to Find Custom Intent Audiences
Once you have navigated to the Display campaign portion of the interface, you can head to the audience page to see both types of custom intent audiences.
Start by creating or selecting an ad campaign to run. Next, select the “Targeting” button just below that.
From here, you will be able to select “Intent;” this can be found sandwiched between the “Affinity” and “Remarketing” options.
Now you will be asked to choose between the automatically generated custom intent audience or to create your own.
Auto-Generated Custom Audiences
While crafting a custom audience is within the wheelhouse of some marketers, others might not feel so confident in the process.
For these folks, utilizing the automatically created audience is likely to be more their speed.
After selecting “Custom intent audiences: auto-created,” users will be presented with a myriad of possible audience options.
This is the defining feature of customer intent audiences, as opposed to the topic or placement-based options Display Network users have had up until this point.
Creating A Custom Audience
If you have opted to craft your own audience, after selecting the “Intent” option, click the blue “+” icon found near the words, “New Custom Intent Audience.”
With all your URLs and keywords in place, select “Create.”
You will then be taken back to the previous screen; here you can analyze your campaign’s estimated reach.
Feel free to play with your audience criteria until you have generated a reach you find suitable.
This high level of audience detail and identification provides business owners with a much more refined method for reaching prospects.
Get familiar with this new feature now, as it can help your brand earn tons of new leads and sales.
Will your business opt to leverage custom intent audiences? If so, do you plan on creating your own, or will you let Google do the heavy lifting?