Does Audience Targeting Really Matter in Search and Shopping Campaigns?

By: Jyll Saskin Gales, Google Ads Coach

Does Audience Targeting Really Matter in Search and Shopping Campaigns?

You bet it does! While Google Search and Shopping campaigns are definitely query-driven, audience targeting can add a powerful layer to your strategy. It helps you refine your reach, focus on the most valuable customers, and potentially even expand into new search territories.

In this article, we'll cover:

• Why audience targeting matters in Search and Shopping
• Narrowing Your Reach: Focusing on the Best Prospects
• Using audience targeting to expand your reach strategically

Why Audience Targeting Matters in Search and Shopping Campaigns

Think of audience targeting as a way to give your Search and Shopping campaigns laser focus. By layering audience targeting on top of your keyword targeting, you can ensure your ads are reaching the right people at the right time. Or, not reaching the wrong people at the wrong time.

This can lead to higher conversion rates and a better return on ad spend (ROAS).

Narrowing Your Reach: Focusing on the Best Prospects

Sometimes, keywords alone are too broad. For example, if you sell accounting software specifically for small businesses, bidding on a general keyword like "accounting software" might result in wasted ad spend.

Here's where audience targeting comes in:

• Inclusion: Target your ads to people who work at a small company or have recently started a business (using detailed demographics). This ensures your ads are only shown to those who are most likely to be interested in your product.
• Exclusion: Exclude audiences that are clearly outside your target market. For instance, exclude people who work at a large company. This helps you avoid wasting ad spend on irrelevant clicks.

Note: While you can use both inclusion and exclusion in Search campaigns, Shopping campaigns only allow for audience inclusion.

Using audience targeting to expand your reach strategically

Audience targeting can also help you expand your reach to searches you might typically avoid due to low profitability or high competition. Here's how:

• Target broader keywords: Consider bidding on keywords related to free tools ("free invoice generator") or competitor names ("Wave accounting").
• Apply audience targeting: Only show your ads for these broader keywords to specific audiences, such as:
  • Past website visitors
  • Previous customers
  • People who perfectly match your ideal customer profile

This allows you to compete in more competitive spaces and potentially win back lost customers or attract those already familiar with your brand.

The Power of Combining Content and Audience Targeting

By strategically combining keyword targeting with audience targeting, you can create highly effective Search and Shopping campaigns. Whether you're looking to narrow your reach, exclude irrelevant audiences, or strategically expand your keyword targeting, audience targeting is a valuable tool in your Google Ads arsenal.