Aug '23 in Q&A Clips
How To Exclude Audience Segments From A Campaign
From Coaching Call 8-11-23
Topic: Excluding Audience Segments from targeting, whether in Display or Search.
Discussion:
You had also asked about excluding audiences from campaigns. And basically let me let me pull up something and then share my screen so you have options.
All right. So I am an A. Oh, come on now, let me zoom. Oh, but if you hold down the right button, things get easier. So I am in a general plumbing account that I am allowed to share things on. So there are audiences that can be applied to of course, you know, your display discovery, non search kind of campaign types and there it makes sense that adding or excluding audiences is just a matter of refining your targeting right?
So if you were to ad targeting, you know as you're creating your audience, the exclusions are just kind of right there underneath you're targeting and it's it's just kind of a natural part of the set up with search it's a little different. So not a lot of people use remarketing lists for search ads for targeting because it basically just completely nerfs any of your incoming traffic from that search campaign.
However, it can be a relatively low cost way of, really getting like really quality traffic, a little bit of really quality traffic based on what audiences you have. So if you have remarketing audiences. So if I were to add an audience, so I've got all of these, you know, remarketing lists for search ads added an observation, which is the recommended.
But if I wanted to narrow the reach of my campaign, I could have and I have to be somewhat careful in clicking around. So I'm not showing like, you know, the name of the brand, but even then it wouldn't matter. You wouldn't recognize it. So they you can you can ad targeting here. You can you can target specifically around like detail demographics or which is like parental status, marital education, homeownership, employment, homeownership status.
You can. Yeah, that's that's right. We want to exclude first. Yeah.
So if you come to your your audiences and honestly I don't do a whole lot of excluding of audiences on search and so this will be an experiment for me. But if I were to come here to audiences, scroll to the bottom where it says exclusions and then click browse is homeownership. Renters. Well, look you there. Okay? So I am excluding it now that I need to see options here.
That's okay. I mean, in theory, Adrian, do you have experience with this directly excluding RLSAs?
Because I the only one I the only exclusions I generally use is in display one. I haven't done it for a while, so don't use display very much, not spell sweep. It might be another conversation, but I like I sometimes cry, but I haven't done it in full. But in the old Google Analytics, I used to set up a custom audience where if I see they were repeat non engaged visits, so visits, visits more than once time on site, less than 30 seconds conversion actions.
Now that would become a standard exclusion audience from display. Yeah, on search I tend to just let it go to now.
Yeah, well, I will. I'll let you know then how this goes. I'm going to go and leave this on. I believe that this is going to occur. So generally, you know, when you set a remarketing list for search ads, audience in place, you have so you have a lot of ineligible audiences. That's yeah, yeah. Whole bunch of stuff that's just not doing anything except for this one.
So you have your, your general audience set to observation mode and you can tell, Okay, within the last and of course I'm looking at like two days worth of data in the last 30 days. There were 11 conversions from people within just this audience when they searched and clicked on my search ads. If I were to set this to targeting, I would have way fewer impressions, way fewer clicks.
But I would be able to specifically target people in this audience when they are searching. I've seen that done with kind of branded ads. So it's specifically seeking like repeat visitors who have not converted when they're searching the brand name. So it's really low volume, really low cost per click and, you know, somewhat higher conversion rate, again, depending on the quality.
So maybe excluding unengaged would be a good idea there as well. Yeah. So there's there's a lot that you could potentially do with audiences if you want to play around with targeting on search ads. But you have to have at least a thousand people in the audience or if it's like an in-market audience, you know, and not a custom like data segment from your website.
Customer match lists. If there are repeat visitor repeat purchases, not a bad way to go, or you could exclude your customer match lists since they have purchased. If you are blinking in all area, then you know you can kind of save some impressions increase click through rate. There. If the people are still searching or you know specifically a non non search campaign type.
So you're not wasting impressions with people that already know you.
So well. Right. Because for those people, obviously what we're trying to focus on with them is not search ads but hitting them through email marketing because we do already have that information. Right. So yeah.
Yeah. And that, you know, if they're not likely to purchase another shower door giving like incentives for referrals, you know, hey, if you refer somebody, they come in for a shower door, we'll give you a hundred bucks, you know, or 50 bucks or whatever. Like it's super easy for the, you know, point 2% of people that were just talking to somebody the other day about a shower door to be like, oh, yeah, let me let me see if I can't benefit from my already talking about this.
Most people aren't going to go out of their way to do a bunch of your marketing for you unless it's just a ridiculous affiliate deal. But you know, it doesn't hurt to throw out the incentives here and there, especially on email, because it's, you know, free
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How To Exclude Audience Segments From A Campaign
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