Author: Joe Martinez - director of client strategy at Clix Marketing. Familiar with all aspects of PPC, but most of all interested in display advertising, remarketing and ads on YouTube.
Sometimes a successful PPC-campaign requires an approach "less is more". Negative audiences can help you send the right users down the funnel. These exceptions also help to prevent your ads are not relevant audience segments. The judicious combination of targeting and exclusions are also able to provide those figures CPA and LTV, which would be optimal for a particular campaign.
What is a "negative audiences" know everything. In this article, we will not dwell on the obvious options, and consider only those exceptions that are rarely used in the accounts.
In particular, we will focus on the following segments:
- Customers viewing (for specific days);
- Users of the application;
- Site search;
- Actions associated with events.
1. Visitors of a page - on certain days
Take, for example, the Black Friday. In our experience, state of emergency is not conducive to business growth. Yes, these sales help to drive traffic in the short term, but many users have visited the site of the company because of the exciting promotions or discounts, often never visit it again.
We want to remarketing campaigns covered only involved visitors, not those who drew a one-time benefit. The Manager audiences Google Ads, you can change the list of users in such a way that it includes only visit the page at certain dates.
This tactic has helped us to remove the occasional visitors from the list, but keep the audience in general.
And this is just one example. We do not encourage you to exclude all dates related to Black Friday in each account. Think that you can apply to your campaigns. You might want to exclude certain holidays. The main thing to realize that you have the opportunity to avoid inclusion in audience traffic for certain days.
2. Users of the application
Some companies, in addition to launching a mobile application site. We had to manage several such accounts in Google Ads. At the same time we shocked by the fact that many of these advertisers are not set up Google Analytics within their applications.
To avoid remarketing ads to users who are already customers of the company or have already established its application in Manager audiences, you can create a list of "Users of the application", and then use it in the campaigns as an exception.
It is not necessary to block all users. You can select those visitors who performed certain actions in the application. For example, in the event that the application is based on freemium-model, and the company wants to reach free users to transfer them to a paid version. In this situation, it is not necessary to exclude all users of the application. It will be sufficient to exclude those who have completed the steps that are available only to fee-paying users.
To create an audience list of users who have performed specific actions that need to associate your account analytical platform used in an application with Google Ads account. This will make the campaign more targeted and better targeting.
Here we will assume that you have already set your search tracking in Google Analytics site . This feature allows marketers to see what queries users search through the site.
Getting information about what users are looking for on the site, it can be extremely important to determine the intentions of the visitors of the resource. By configuring this feature, we will be able not only to receive the report, "Search", but to create a Google Analytics audience based on search queries entered by users.
The screenshot below 763 the user enters a query [forgotten password]. Since in most cases we do not want to customize remarketing to existing customers, this segment can be excluded from the audience.
To create an audience of users who performed a search on the site, with Google Analytics you need to select the "Terms and Conditions", and then - filter «Search Term». You can then find all the search queries that appear in the report "Site Search".
Again, the report "Search" allows you to get a better idea about the intentions of those people who visited the site. These audiences can then be used for remarketing, as well as for exceptions when it comes to products, services or topics not related to the objectives of our campaigns in Google Ads.
4. Actions related to events
In this section, we will continue to talk about the intent of the user. Google Tag Manager (Google Tag Manager, GTM) - an excellent tool for understanding such intentions, as it allows you to configure a number of tags to track user activities. In Google Analytics, then the action will be logged as an event.
For this particular customer, we decided to block users who visited the login page and help online.
We could not use a list of visitors to the page, as these sections of the site worked through the app, which was not set up Google Analytics. For legal reasons, we could not get a list of email-addresses of clients to upload it to the Google Ads. Therefore, the best solution is to track those users who have visited these pages, with the help of events.
And just as we created Google Analytics audience, based on the search query, we can create audiences based on any configured categories of events, actions or shortcuts.
There are many options and strategies that can be applied when using event-based audiences. Below - the only two options for deletion:
- Select from the drop-down menu. Using a custom HTML-tag for tracking the election from the drop down menu / list of Simo Ahava, we can register a menu item that the user selects on the website or in the forms. For example, in the form you ask users what products might be of interest to them, before they sign up for the newsletter. You can create remarketing audiences for those options that offer users, and then add an exception for the remaining options to preserve the purity of the target audience.
- Audience with low involvement. Using trigger scrolling depth , you can create events on the basis of how far a user has scrolled the page. If a user visits a page and do not perform any action, they may not be interested in what you sell. Therefore, these users must be removed from the target.
User intentions and objectives of the campaign
When selecting audiences to exclude the main parameters are the user's intentions and campaign goals.
In this article we talked about the four types of audiences that can be excluded from the campaigns in Google Ads.
Will you use our options or not, always try to exclude those users who have zero impact on conversion rates.