Google Ads' 'Observation' Mode Boosts Targeting Strategies
Google Ads' 'Observation' mode is helping businesses refine their targeting strategies. By testing audiences before targeting, companies can determine which combinations of demographics, interests, and intents yield the best results. This data can then be applied across various platforms, including Microsoft Ads, Meta Ads, and TikTok.
Keyword targeting alone may not suffice in competitive industries. To gain an edge, businesses are layering audience targeting onto their Search campaigns. This approach combines demographic data like parental status, marital status, education, homeownership, and employment with interest-based targeting. Affinity audiences, who consistently engage with a topic, and in-market audiences, actively researching a product, are also proving valuable.
Custom audiences, tailored to business goals, are created using customer lists, recent search history, or specific app usage. Remarketing audiences, focusing on past brand engagers, are also being effectively utilised. Programmatic advertising platforms like Google Display Network, DSPs, and DMPs support these strategies for cross-platform use.
By leveraging Google Ads' 'Observation' mode and layering audience targeting onto Search campaigns, businesses are uncovering valuable insights. These insights are not only improving results within Search but also providing data for other Google Ads campaigns and PPC platforms like Microsoft Ads, Meta Ads, and TikTok. This holistic approach is helping businesses reach the right audiences and drive better results.
