Understanding and Creating Custom Intent Audiences in Google Ads

Custom intent audiences in Google Ads allow advertisers to target individuals who are actively searching for products and services similar to what they offer.

How Custom Intent Audiences Work:

1. Intent Signals: Custom intent audiences are built using data such as keywords, URLs, and apps that your target audience may be interested in or have engaged with.

2. Reaching the Right Audience: By targeting these audiences, you can reach potential customers who are in the research and consideration phases of their purchase journey.

Creating Custom Intent Audiences:

1. Access Google Ads Audience Manager: Log into your Google Ads account and navigate to the Audience Manager.

2. Create a New Audience: Select 'Custom Audiences' and then choose 'Custom Intent.'

3. Add Keywords and URLs:

   • Keywords: Include keywords related to the products or services your target audience is interested in. These should be terms they might use in their search queries.
   • URLs: Add URLs of websites, articles, or content that align with your target audience's interests or are from competitors.

4. Name Your Audience: Give your custom intent audience a descriptive name that reflects the audience segment you're targeting.

5. Use in Campaigns: Once created, apply these custom intent audiences to your Display, Video, and Discovery campaigns to target ads to these specific groups.

Best Practices:

• Relevant Keywords: Choose keywords that are highly relevant to your products or services and indicative of user intent.
• Competitor Analysis: Consider including websites or URLs of competitors to target users interested in similar offerings.
• Ongoing Refinement: Regularly review and update your custom intent audiences based on campaign performance and evolving business goals.
• Combining Audiences: Experiment with combining custom intent audiences with other targeting options like demographics or remarketing for enhanced targeting precision.

Conclusion: Custom intent audiences are a powerful way to connect with a highly relevant audience actively interested in what you offer. They enable more focused and effective advertising, potentially leading to higher conversion rates.

For assistance in creating and optimizing custom intent audiences for your campaigns, contact hello@sassycheetah.com.