Prerequisites and best practices before optimizing
Before you begin, make sure you have everything you need:
A Google Ads remarketing tag is present on every page of your site.
You have authorized data collection for remarketing purposes in Google Analytics and your Google Analytics account is linked to your Google Ads account.
Your audience lists have been created with a satisfactory level of granularity, maintaining a minimum size for each list (minimum of 100 contacts per list ).
All of your audiences have been added to your campaigns in "Watch " mode.
We also recommend that you:
1. Use Audience Insights to identify your audience profile types.
Use the audience insights tool in your Google Ads account:
2. Create duplicate audiences with Google Ads and Google Analytics to maximize your list size.
3. Give it time and observe performance when volumes are significant before making decisions (2 weeks to 3 months depending on the level of account activity).
Optimization method
A Google Ads Seiso report can be used to immediately italy whatsapp data identify the best-performing and most problematic demographic audiences, at the account level as a whole, but also for larger campaigns.
Here are some examples:
Based on this, you can plan optimizations:
Adjust your bids up or down based on the performance of your audiences (based on ROI or cost per acquisition) .
Exclude audiences that are not performing well.
Offer personalized messages .
Use Smart Bidding and feed your data into Google's algorithm.
Finally, consider personalising your messages within the same ad using the "if" function. This way, you can fine-tune your communication or propose tailored offers (e.g. discount vouchers for potential first-time buyers, free delivery for customers, etc.).
From a business perspective, it can be important to incorporate the notion of lifetime value into your audience strategy.
Depending on your business model, a customer may only become profitable after several conversions.
You can find a Customer Value report in Google Analytics. Customer Value data is available in all Analytics accounts. You do not need to modify the tracking code:
Connect to Google Analytics,
Access your view,
Open the Reports section,
Select Audience and then Customer Value.
Google uses a classic RFM (Recency Frequency Amount) to calculate the relative value of a customer for up to 90 days (for now).
Using this cross-referenced data, Google will generate different audiences that will be imported into your Google Ads account and which you can remarket to using different bidding strategies (we generally recommend a Target CPA or Target ROAS strategy).
It seems that this ratio is really effective starting from 1000 conversions/week.
New audiences to come
It should be noted that some accounts have audiences with little or no data.
For example, the Google Ads audience for household income:
The Google Ads teams have announced that they are making significant improvements to these reports in order to provide advertisers with the maximum amount of data for their optimization.
The new audiences:
Parental status : currently limited to a simple yes/no, the user's parental status will be enriched with data relating to children: number, age and level of education.
Marital status : This new audience will show whether the user is single, married, or in a relationship (outside of marriage).
Education Level : The user's education level - Bac and Master.