November 28, 2018
How to Properly Evaluate Your Prospecting Display Campaigns
Over the past year, Google has been making waves by shifting toward a more audience-oriented approach to driving direct conversion performance. One of their recent ad tools, Custom Intent audiences for Display and YouTube, is well-suited for advanced audience targeting on the Google Display Network.
At a basic level, Custom Intent audiences are a granular form of audience targeting that allow advertisers to zero-in on users who are in the market for highly specific products and services, based on their search term history. Within the Google Ads UI, advertisers now have the ability to create these audiences using specific keywords and even URLs. If you’re interested in testing Custom Intent audiences, we recommended creating audiences based on the following buckets:
When deciding what keywords and URLs to target, your best bet will be to mimic your current search campaigns structure. You’ll want to start first with the terms that users are already using to find your site — namely, your brand terms. Doing this will allow you to push your product or service to one of your highest quality audiences, people who are already familiar with your brand.
Next on the list of custom intent audiences to create is one made up of your competitors’ names and URLs. Like your brand terms custom intent audience, this will ensure that the pool of users that are being served your image assets are already highly qualified, since they are already doing research on your competitors. What’s more, you can get especially creative with your image assets by leveraging your most competitive unique selling points. Depending on how saturated your industry is with competitors and how directly you compete with them (for example, if you’re a mom and pop shop competing against big box retailers), you might want to segment each competitor into its own respective audience for even more granularity.
Top Performing Non-Brand Terms
Lastly, consider creating audiences comprised of your strongest-performing non-brand terms. Same as you would in a search campaign, you’ll likely want to separate out your audiences by theme (ex: wood chair terms vs. metal chair terms) to ensure that you are keeping your audiences as granular as possible. This will allow you to easily segment out performance and show different ads to audiences with different intent.
Before you launch your Custom Intent campaigns, make sure to keep these tips in mind:
If you’re looking for more help on Google Display strategy and new targeting types, contact our team.