Online marketing

Audience Manager For Better Insights And Optimization: What To Know!

Google Ads has always been dynamic for marketers, thanks to the constant changes made by it to the definition and functionality of audiences. It has released a spree of updates and emails which might not be easy to understand for everyone.

Google Ads has revamped its major features, whether it is new campaign types, privacy, data ownership, or attribution.

Major Changes Made by Google Ads in its Terms

Some words or terms in Google Ads have been changed. For example, the term remarketing will be now called “your data” while the audience used in all terms has been changed to segment.

But that doesn’t mean Google has ditched the term “audience”.

It has rather expanded the definition of audience. It has been promoted to combine several types of targeting beyond segments.

Rather than being confined to defining certain segments or lists, the term “audience” has become broader to define the users who should see your ads based on several criteria.

An audience can now cover any of the following:

  • Custom segments for users based on their downloaded apps visited sites and search activity.
  • Your data for users who have interacted with your business
  • Interests and detailed demographics for users based on their life events, detailed demographics, and interests.

Audiences can also be narrowed by other factors such as gender, age, household income, and parental status.

How to Access Your Data in Audience Manager

For great results, go to Tools & Settings > Shared Library > Audience manager.

Audience manager is an erstwhile hub of audience lists, audience sources, and audience insights. It now houses the following categories:

  • Audiences
  • Segments
  • Your data segments
  • Custom segments
  • Combined segments
  • Your data insights
  • Your data sources

Checking the Hood of Your Segments and Data

Google Ads has set different requirements for data list sizes and eligibility to operate on various networks, which can be complicated.

How these segments are populated and how to use these lists?

All you need to visit the Audience manager.

Identify the Source of Your Data

Go to the segments tab-Your Data Segments–Click on your segment name to get all data and details.

From there, you can check out how your segment is populated, with both the segment names and their sources.

Assess this section to see if all the details included in your targeting have been added, and if anything that could hinder the objective of the segment has been removed.

You can also assess your Data Sources directly from the left navigation panel in Audience manager.

Check which data sources or first-party data are being utilized and how. Maybe the wrong accounts are linked or there is a missing connection.

Checking details on the lower right corner of the card will tell you even more critical information about properties, complete with parameters, attributes, and sparkline charts to display usage data.

Check List Size and Eligibility

With Audience Manager, you can see which network and campaign types are eligible to serve against.

Besides, you can check the list size over time (up to 180 days) for each network, as people are added to or removed from the list.

Check Your Segment Distribution Performance

This card will reveal how your segment performs across various categories, including:

  • Demographics (gender, age, parental status)
  • Locations (country, city)
  • Devices (mobile phones, computers, tablets)

Tap into Data Insights for More Realistic Data

Data is the lifeline, especially when it comes to studying the customers. Getting valuable insights to help you make informed decisions. The Data Insights in Audience manager can help you with this purpose.

Learn to Make the Most of Your Audience Manager

Here are some improvements you can make within Audience manager to make your account more optimized:

  • Change the Member status directly from your data segments overview table.
  • Edit and apply segments to campaigns by hovering over the segment name and clicking edit.
  • Apply new audiences and segments to your campaigns

Audience Manager Has Become More Important in Google Ads than Ever

As Google Ads tweaks the terms and functionality of audiences, getting more familiar with the Audience manager is important to keep a tab on your data segments and sources.

Not only does the Audience manager help you tap into the right market, but also provides you new insight to find new customers.

Share Button
Avatar

Author: Varun Sharma

Started working as a digital marketing expert, Varun Sharma is now also a well-known digital marketing speaker – a speaker on performance development, and a trusted mentor to businesses in the digital world. His keynote expositions are based on the digital marketing theories, which provide a fascinating insight into the secrets of high performance.

Leave a Reply

Your email address will not be published. Required fields are marked *

Twitter Feed

Categories


Need help?

Name

Email

Message



Follow Us