Over the past few years, Google has been playing around a lot with audiences.
From the introduction of in-market audiences for search last year to the more recent release of detailed demographics, they’re most likely far from done changing things up.
The fast-moving nature of search advertising is one of the things that makes it so exciting. To be a PPC superhero, you need to keep pace and constantly update your best practice along the way.
Sometimes that means throw out the old rulebook, and A/B testing anew. And that’s exactly what I’ve done here with an up-to-date list of my recommended dos and don’ts for search audiences.
Now, whether you’re relying on manual or automated bidding matters for audience strategy.
As Google’s smart bidding simplifies things quite considerably, I’m mostly focusing on manual bidding in this article but I’ll share a few tips for smart bidding as well.
To start, there’s one goal to keep in mind for both remarketing and prospecting:
DO: Maximize Audience Depth
A quick recap: audience depth is the spend through all audiences divided by total spend.
Modified audience depth is the spend through all audiences with a bid modifier applied divided by total spend.
Maximizing audience depth gives you more data points to optimize toward. Even if an audience has a poor CPA, applying it should still be considered a success because it lets you identify an opportunity for optimization. – Read more