December 15th 2019
Providing you have already connected your Google Ads account to your Analytics account (this is straight forward providing you are logged in to the same google account on both platforms within the Admin section of GA), creating audiences is now incredibly simple and easy to export.
Why Would You Need To Do This?
Well, if you want to start to do retargeting or remarketing on the Google Display Network through Google Ads, this needs to be done. Effectively what we want to do, is build a ‘list’ of users who have come through to our website then send that list to a bidding platform (in this case Google Ads) in order to spend advertising dollars on re-engaging them with your brand.
Uses of Audiences
First and foremost, you’ll probably want to get an initial list of those users who have visited the website, this is your top level audience list and depending on the nature of your business, you could probably experiment with targeting these users directly in order to come back and make a repeat purchase, or to further engage with the brand online. In order to do this, head to the Admin section of Google Analytics, and select ‘Audiences Definitions’ then ‘Audiences’ under the Analytics property that you want to use.
Once you hit the button ‘New Audience’ you’ll see the following section:
This enables you to create audiences based on rules by selecting the specific GA view, i.e. all data, filtered data, etc, or however you have used your naming conventions for your views. In our example of creating an audience with all users, you wouldn’t need to create a new audience definition, so simply name the audience and select next step. Selecting an audience definition is where it gets interesting, what we’re saying is, send me an audience that has done certain things on the website, or visited certain pages, or they are of a particular demographic or in a certain location, this is where you can start to get granular about your targeting.
Let’s say you wanted to target users who had been to the jobs or careers section of the website, and you wanted to target them with a remarketing message to say new jobs are available to view, just select ‘new definition’ and create the rule in which this exists, in this example, the page view contains /careers/:
Hit the next button, and move on to the next stage which will allow you to ‘push’ your audience to the platform that you have connected (if this hasn’t been connected, you can still save the audience and come back to it later). In this example, we will publish to Google Ads:
The audience should appear in your Ads account within a matter of minutes, and you can then start to create campaigns based on this targeting method.
The possibilities are endless when it comes to audiences, and you can get really creative with those that you set up, for example, ‘males who live in New York and are aged between 21-29’, The most important thing is to experiment, test and learn from the results.
You can find the Google guide to audiences here.