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I am Vivek from Social Beat.
And you're watching Digital Bytes.
Google launched the Custom Intent and Affinity Audience Version 2.0 last year.
So, in Custom Intent and Affinity Audiences, we can explore our audience more than our current audience.
We can build the custom intent based on the Google Search Terms and In-Market Keywords,
...and custom affinity based on apps, places, interests and URL.
So we are looking into how to create custom intent and affinity audiences.
First, we go to the Audience Manager and then choose either custom intent or affinity and there we create the audience.
First, let us look into the custom intent audiences.
Custom Intent Audiences is based on the Search Terms and In-Market Keywords
In search terms, one can use the search terms that were used in the past,
...and in-market keywords that were used and associated with your business.
Custom Affinity Audiences
Custom Affinity Audiences can be built based on their brands, interests, places and URLs.
When it comes to URLs, you can use URLs of competitors, URL Campaigns,
...and URLs of luxury products such as Luxury Watches to catch the attention of customers who have affinity towards them,
...URLs of Luxury Hotels to keep track of audiences who book these places.
And places! If you want to target people who are visiting or have interest in certain places,
...like someone who is interested in the Taj Mahal,
...you can create an affinity audience based on those who have an interest on the Taj Mahal.
We can also target audiences based on their interests using keywords, competitor brand names, etc.
And Apps!
We can create affinity audiences based on their interests in apps such as banking apps or news reading apps.
Some of the best practices used for our campaigns included implementing Custom Intent and Affinity.
We were able to explore a broader audience.
We could explore a broader audience with a narrow segment, with a mix of custom intent + placements, and custom affinity + placements.
It is important to create a custom intent and affinity audiences.
It's a game of constant optimization
When you build a custom intent or affinity audience, you won't be able to edit again.
So based on your past performances, you'll have to make a new custom intent audience to improve upon the last one.
Whenever you are creating audiences, you can play with different options,
...based on your target audience's research, interests or the apps they use in their mobile phones.
The goal is to reach an audience that is looking into products or services similar to yours.
So you can target the audience similar to those of your competitors as well.
We'll recommend a competitor-oriented approach
For this, you can use your competitor brand keywords, URLs and apps.
For Custom Intent Audiences, Google recommends ten to fifteen keywords, so that you can see an estimate of impressions generated in the campaign dashboard.
Custom Affinity will also be based on your approaches.
So if you want to take it from certain places, you can take it as such, and also see the audience available.
It will be shown on your dashboard.
The cost per conversion whilst using custom affinity will be reduced and increase your conversion rate as well as click-through rate.
Of course, you'll want to keep your target custom intent and affinity audiences.
For this, you can first start broad and narrow it down based on the performance.
When it comes to third-party audiences, you will be uncertain if they are real audiences, or doubtful of their interests.
But that is a certainty you can keep up with in regard to your custom intent and affinity audiences, with whom you can get better results.
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