Plan to Reach New and Existing Customers with Google Display Audiences

Existing Customers:
- Customer Segmentation: Identify key segments (e.g., high-value customers, frequent buyers, customers who haven’t purchased recently).
- Behavioral Analysis: Analyze their behavior, purchase history, and interactions with your brand.
- Create Customer Lists: Use first-party data to create custom audience lists based on previous interactions.
New Customers:
- Demographics: Identify demographic characteristics that match your existing customer base.
- Interests and Habits: Target users with similar interests and online behavior as your current customers.
- Affinity Audiences: Use Google’s Affinity Audiences to reach people based on their interests and lifestyles.
- In-Market Audiences: Target users actively searching for products or services similar to what you offer.

Custom Intent Audiences:
- Target Intent: Create custom intent audiences to reach people actively researching or comparing products.
- Keywords and URLs: Define audience segments using specific keywords and URLs related to your products.
Lookalike Audiences:
- Similar Audiences: Use Google’s Similar Audiences feature to find new users with similar profiles to your existing customers.
- Optimize Segments: Refine lookalike segments based on high-value customers or frequent buyers.
Remarketing Audiences:
- Website Visitors: Target users who have visited your website but haven’t converted.
- Cart Abandoners: Focus on users who added items to the cart but didn’t complete the purchase.
- Upsell and Cross-Sell: Target existing customers with related or complementary products.

Ad Formats:
- Responsive Display Ads: Use Google’s responsive display ads for flexible ad creation that automatically adjusts to fit available ad spaces.
- Static Banners: Create visually compelling banners tailored to your audience’s interests and behavior.
Personalization:
- Dynamic Ads: Use dynamic remarketing ads that show personalized content based on the user’s previous interactions with your website.
- Localized Content: Tailor content to specific regions or languages to increase relevance.
A/B Testing:
- Test Variations: Create multiple ad variations to test which ones perform best across different audience segments.
- Optimize Creative: Continuously refine and optimize your creative content based on performance data.

Awareness Campaigns:
- Targeting New Customers: Use broad targeting and affinity audiences to build brand awareness among new potential customers.
- Display Network: Leverage the Google Display Network to reach users across millions of websites, apps, and Google-owned properties like YouTube and Gmail.
Consideration Campaigns:
- Engage Interested Users: Use custom intent and in-market audiences to engage users who are actively considering products in your category.
- Remarketing: Implement remarketing campaigns to re-engage users who have shown interest but haven’t converted.
Conversion Campaigns:
- Target High-Intent Users: Focus on audiences with high purchase intent, such as those who have visited product pages or abandoned carts.
- Offer Promotions: Include limited-time offers or discounts in your ads to encourage conversions.

Performance Tracking:
- Key Metrics: Monitor key metrics like impressions, click-through rates (CTR), conversion rates, and return on ad spend (ROAS).
- Audience Insights: Analyze audience performance to see which segments are driving the most value.
Adjust Targeting:
- Refinement: Continuously refine audience segments based on performance data and customer behavior.
- Expand Reach: Use successful audience segments to expand targeting and reach new potential customers.
Budget Optimization:
- Allocate Budget: Allocate more budget to high-performing audience segments and campaigns.
- Bid Strategies: Use automated bid strategies like Target CPA (Cost Per Acquisition) or Target ROAS to optimize bids for better performance.

Smart Display Campaigns:
- Automation: Utilize Google’s Smart Display Campaigns to automatically optimize targeting, bidding, and ads.
- Machine Learning: Google’s algorithms will learn and optimize the campaign over time to reach your goals more effectively.
Predictive Audiences:
- Google Signals: Use Google’s predictive audience tools to anticipate user behavior and target users who are more likely to convert.
- Real-Time Optimization: Allow Google’s machine learning to adjust your campaigns in real-time based on user interactions.

Campaign Performance Review:
- Quarterly Review: Conduct in-depth reviews every quarter to assess the overall performance and ROI.
- Scaling Successful Campaigns: Identify the most successful campaigns and scale them by increasing the budget or expanding the target audience.
New Audience Exploration:
- Explore New Segments: Use insights from existing campaigns to identify new audience segments to target.
- Test and Learn: Continuously experiment with new audiences, creatives, and strategies to discover new opportunities for growth.

Learn & Earn