How to Create and Test the Custom Intent Audiences in Google Ads?

Custom Intent Audience is a Google product that allow the marketers to target the people that are currently researching for the specific topics, products and solutions on the internet. You can build the custom intent audiences using the right keywords and URLs so as to target the users who have already shown interest in your specific products and services on the Display or YouTube Video Ad campaigns. Custom intent audiences can increase the brand awareness and are best used to target the users who are mid to low funnel. You can classified the Custom Intent Audiences in two types –

  • Google Search Keywords
  • In Market Keywords

Currently Google Search Keywords are available as a targeting option on the YouTube whereas the In Market Audience are used for the Display (GDN Network).

How the Custom Intent Audience Work?

Basically, the Custom Intent Audience take the keywords and website address URLs to enter and also suggest the related ideas. The YouTube option takes the users recent search entry to help make a new segment search. Custom Intent Audience can be setup in two ways –

  • Google Automate
  • Manually

In order to add the Custom Intent Audience you need to use the URLs and the apps so as relate your product in addition to the keywords. Manually created custom intent audience can be tested against the automated custom intent audience function on Google. The automated created audiences are very useful for beginners and novices to get started because Google does the hard work – to show you the keywords they base the audiences on so that you can learn about the art of segmenting. In order to create the audience, you have to provide the Google with these information such as –

  • You have to know about the Audience’s Interests.
  • Have to know about the URLs (websites) and the types of places that your audience is interested in.
  • Have to know about the Apps that your audience is interested in.

How to Setup the Auto Custom Intent Audiences?

Automated Custom Intent Audience is one of the easiest option to add the genuine audience to your campaign. The audience are based on the most common keywords and the URLs that are found in the content that help the people to browse while researching for a given product or the service. In order to add the Automated Custom Intent Audience we have to follow these steps –

Step 1 – Go to your Google Ads account and choose the campaign in which you want to influence with the Custom Intent Audiences.

Step 2 – Now click on the pencil icon so as to edit the audiences.

Step 3 – Click on the “Select an Ad Group” button so as to choose the “Custom Intent Audiences” option.

Step 4 – From the “Custom Intent Audience” option pick the audiences you want to add to your Ad campaign and save your preferences.

This is how you can add the Automated Custom Intent Audience in your Ad campaign.

How to Setup the Manual Custom Intent Audiences?

In order to add the Manual Custom Intent Audience we have to follow these steps –

Step 1 – In order to create your manual custom intent audiences, you have to follow the auto guide until the “Select an Ad Group” phase.

Step 2 – Select the “Audiences” option and then click on the “In market and Custom Intent” button so as to take you to the “New Custom Intent Audience” section.

Step 3 – After choosing the blue icon, now you have to create a name and add any applicable websites and keywords.

Step 4 – Manual Custom Intent audience also provides info on the reach of your custom intent audiences.

This is how you can add the Manual Custom Intent Audience in your Ad campaign.

How to Test Custom Intent Audiences in Google Ads?

The goal of the custom intent audience in Google Ads is to understand which audiences are more engaged in your product. In order to test this you have first look at the conversions first, but if there is no conversion recorded. Then you have to move on to the engagement metrics such as click through rate (CTR), bounce rate and the average session duration. These metrics will map back your business goals (i.e. brand awareness, lead generation etc.).

But if you find an audience that is not performing well (depending on campaign duration), you can pause the audience so as to allow more opportunity for higher performing audiences. Try new display Ads creative (preferably responsive display Ads due to their dynamic headline and description testing capabilities) or even test for the new landing pages.