Custom Intent Audience

Custom intent audiences are a targeted group of users that have shown a clear and specific interest in a product or service through their online behaviour. These audiences can be created and targeted by advertisers in their pay-per-click (PPC) campaigns to increase the likelihood of conversions and improve return on investment (ROI).

How Custom Intent Audiences are Created

Custom intent audiences are created by analysing a user’s search history and online behaviour to determine their interests and intent. This data is then used to create a list of keywords and websites that the user has shown an interest in. Advertisers can then use this list to target the user with relevant ads and offers.

There are several ways in which this data can be collected, including through the use of cookies, tracking pixels, and browser history. Advertisers can also use tools such as Google Analytics and Google Ads to gather and analyse this data.

Benefits of Custom Intent Audiences

There are several benefits to using custom intent audiences in PPC campaigns, including:

• Increased relevance: Custom intent audiences are highly targeted and relevant to the user, which means that the ads they see are more likely to be of interest to them. This can increase the chances of conversions and lead to a better ROI.
• Better targeting: By targeting users based on their specific interests and intent, advertisers can more effectively reach the right audience and increase the chances of conversions.
• Improved efficiency: PPC campaigns that use custom intent audiences are often more efficient, as they are targeted to users who are more likely to be interested in the product or service being advertised. This can lead to a higher return on ad spend (ROAS) and a better overall ROI.

Example of Custom Intent Audience

For example, let’s say that a company sells outdoor camping gear. They could create a custom intent audience by analysing the online behaviour of users who have searched for keywords such as “camping gear,” “tent,” or “backpacking equipment.” This data could be used to create a list of websites and keywords that these users have shown an interest in, such as outdoor blogs, reviews of camping gear, and forums for hikers and campers.

The company could then use this custom intent audience to target these users with ads for their camping gear. This would be more effective than targeting a general audience, as the users in the custom intent audience have already shown an interest in camping and are more likely to be interested in the company’s products.

Using Custom Intent Audiences in PPC Campaigns

Advertisers can use custom intent audiences in a number of ways in their PPC campaigns, including:

• Remarketing: Custom intent audiences can be used for remarketing campaigns, which are designed to target users who have previously visited the advertiser’s website. This can be an effective way to bring users back to the site and increase the chances of conversions.
• Audience targeting: Custom intent audiences can be used to target specific groups of users in an ad campaign. For example, an advertiser could create a custom intent audience of users who have shown an interest in hiking gear and target them with ads for their products.
• Keyword targeting: Advertisers can use custom intent audiences to target specific keywords and phrases in their PPC campaigns. For example, a company that sells outdoor gear could use a custom intent audience of users interested in camping to target keywords related to camping gear.

Frequently Asked Questions

How do I create a custom intent audience?

To create a custom intent audience, you will need to gather data on the online behaviour of users who have shown an interest in your product or service. This can be done through the use of cookies, tracking pixels, and browser history. Advertisers can also use tools such as Google Analytics and Google Ads to gather and analyse this data.

Once you have collected this data, you can use it to create a list of keywords and websites that the users have shown an interest in. This list can then be used to target the users with relevant ads and offers.

Can I target multiple custom intent audiences in a single PPC campaign?

Yes, it is possible to target multiple custom intent audiences in a single PPC campaign. This can be done by creating separate ad groups for each audience and targeting them with specific ads and offers.

How often should I update my custom intent audience?

It is generally recommended to update your custom intent audience on a regular basis, as user interests and online behaviour can change over time. Some advertisers choose to update their custom intent audience monthly, while others do it quarterly or annually. It is important to find a frequency that works best for your business and PPC campaigns.