Google Ads (AdWords) Latest Updates on Targeting Options (2019)

Google announced an update on Google Adwords that will come by the end of 2018. So, let’s get dive into Google AdWords' latest updates on Targeting Options together!

Google Adwords logo

The new interface brings 20% faster experience and many other features.

Although the beta version has been available for a while, the old version is still being used.

As one of the most important characteristic, audience targeting options have been developed with new features. Audience targeting helps you reach some content, videos or pages in Google Display Network and Youtube based on your interests.

  • That means you can take advantage of many more opportunities to reach the right masses with the new interface.

In-Market Audience Targeting on Search Ads

In-market audience targeting example.

In-Market audiences that can be applied to Google Display Network are now available in the new panel for search ads. With the synthesis of search data and activity analytics, Google is now able to identify sub-clusters of a large set of keywords in your search network. In-Market audiences are ideal for advertisers who are focused on how to get conversions from potential buyers.

It can improve your marketing performance and help you reach consumers who are about to complete their purchase.

This feature will make it easier for you to target people who are at the final stage of the purchase funnels. In other words, as an advertiser, it helps you find potential customers in the last stage of their purchase cycle.

To sum up,

  • In-Market audiences are now available for search ads.

  • Google identifies sub-clusters of a large set of keywords in your search network. In-Market audiences are ideal for B2B advertisers

Illustration of marketing funnel.

Location and Customization Options in Google Custom Affinity Audiences

Illustration of custom affinity audiences.

Custom Affinity Audiences‘ is an important targeting option for the display network and YouTube ads. Now it can target places and detect mobile applications which targeted audiences have spent the most time with. In order to get better results, a minimum of 5 features must be entered.

new custom affinity audience example

If you are aiming to sell sports shoes, it might be an accurate targeting option to reach a crowd that is a potential buyer of your products. For example, sports halls or stores that sell sporting goods and supermarkets that sell natural products might be accurate for your targeting benefits.

So with the ‘Custom Affinity Audiences’ option you can;

  • Target places and analyze mobile applications to detect targeted audiences.

Custom Intent Audiences

Illustration of custom intent audiences.

This feature allows you to manually target groups that are actively searching for and purchasing products and services you offer on the Internet.

In order to apply this targeting option to your ad groups you should follow these steps:

Audiences > Targeting > In-Market and Custom Intent > Custom Intent.

If your products are not listed in the categories of In-Market listings, it is possible to target audiences specifically by entering relevant keywords or URLs. The number of keywords should be between 15-20. This targeting can be applied to GDN and to YouTube after the last update.

So with the ‘Custom Intent Audiences’ option you can;

  • Target groups that are actively searching for your services with Custom Intent Audiences feature.

 Household Income Targeting

Image of household income targeting with coins and house legos.

Household incoming targeting can be used for the entire search network, display network, and video campaigns. You should select it from the Demographic tab in the new interface.

In the previous interface, household incoming targeting could only be implemented through location targeting.

In the new interface, the chart at the top of the page allows you to easily see how your campaigns are performing across household incoming segments.

Also, bid adjustments can be set at the campaign or ad group level.

 How to Determine Income Groups? 

When a potential customer logs in, Google uses demographic information that is synthesized from account information, activities in Google applications, and social networks and third-party data sources.

If the searcher does not have a Google account, the demographic information can be extracted based on activity on the websites that the user visited in the Display Network. This is done by using cookies. Such demographic information can help you deliver your ads to better-qualified leads.

As a result, household income targeting can be an effective way to reach people with different price sensitivities. If your product or service is priced competitively, you can target masses with low and average income in your ads.

On the contrary, if you are selling luxury goods, you can bid more actively by targeting wealthy users.

So with ‘Household Income Targeting’ option you can;

  • target the entire search network, display network, and video campaigns.
  • see how your campaigns are performing across household incoming segments.
  • reach people with different price sensitivities.

Phone Number Targeting for Customer Matching

Another upgrade of AdWords is the ability to remarket your audiences by creating lists that you’ve collected from your customers before.

The diagram of google customer data.

It is now possible to create audience lists by entering phone numbers.

Once the customers' list of phone numbers has been uploaded, AdWords will compare each hashed string in the customers' list to the hash of the email address or phone number in the Google Accounts. If there is a match, Google will add the corresponding Google account to your Customer List.

After completing the matching process and policy compliance checks, the data file will be marked for deletion. Finally, you can use customer matching audiences in your AdWords campaigns.

So with the ‘Phone Number Targeting’ option you can;

  • Create lists that you’ve collected from your customers before

  • Create audience lists by entering phone numbers

  • Use customer matching audiences in your AdWords campaigns

 Mobile Device ID

Google visual example.

If you’re looking to reclaim your customers who have used your mobile app before, you can add a user list to your remarketing lists with Mobile Device ID targeting. You can easily create your customer list by uploading your data list as a CSV file.

So with ‘Mobile Device ID’ option you can;

  • add a user list to your remarketing lists
  • create your B2B customer list

New device targeting in YouTube ads: TV

Youtube advertisement example

A new version of Google AdWords will be available soon for users who watch YouTube on TV.

Users who watch YouTube on TV screens for up to 150 million hours a day, make YouTube the fastest growing platform.

The main reason for that is the widespread adoption of Internet-connected devices such as video game consoles, Apple TV and so on.

That’s why Google will be launching new “TV screens” devices to target larger audience segments with AdWords and DoubleClick Bid Manager.

Location Targeting with ZIP Code

Location targeting with postal code example.

If your business has more than one physical location within a city, this can cause difficulties in conflicts, self-competition, and level of ad relevance in ad impressions.

For example, you are a paid advertising account manager for a dental clinic with more than one office located in one of the major cities. When examining geographic location insights, you found out that certain locations have better click-through rates and conversions. Since your budget is evenly distributed across the entire city, you can set your bids to avoid spending too much budget on specific areas.

There are also some differentiations in the new terminology that is used for audience targeting in AdWords;

  • Target and bid” option will now be known as “Targeting”.
  • Only bid” option will be known as “Observation”.

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