How Can You Leverage Engaged Audiences with Google Ads?

If you have checked out Audience Manager in Google Ads recently, you might have seen a new data segment called “Google-engaged audiences”. So, what is it? It is part of a new kind of remarketing from Google called Google-engaged audiences. These are people who have interacted with your business across Google’s platforms. It is a useful tool for reconnecting with potential customers, and it is definitely something you should pay attention to and consider using in your ad strategy.

What is a Google-engaged audience?

A Google-engaged audience is a group of people who have interacted with your website through different Google platforms, either through free and organic results or paid ads. Every Google Ads account gets one of these audiences automatically. You can find it in Audience Manager under “Your data segments.”

Here is how it works:

➔   If someone searches your business name on Google and clicks on your website in the search results, they are added to your Google-engaged audience.

➔   If they click your website link from your Google Business Profile, they are also added.

➔   If they click any of your Google Ads, like on Search, Shopping, Discovery, Gmail, or even Google Maps, they get added.

This group helps you reconnect with people who have already shown interest in your business. This makes it easier to target them again with ads. It is a powerful tool for remarketing and should be part of your ad strategy to boost results.

Why is a Google-engaged audience important for you?

Google-engaged audiences are a new, simple way to reach people who have already shown interest in your business. They make remarketing easier and more effective, especially for those who want solid results without dealing with complicated setups. Here is why -

●     Easy to set up -

There is no need to worry about adding special tracking tags or linking accounts. Google does the work for you by automatically creating and updating your Google-engaged audience. This audience includes people who visited your website after interacting with your business on any Google-owned platforms such as Search, Maps, or your Google Business Profile. Whether the visit came from a paid ad or an organic link, they are added to the audience right away. It is the easiest way to start remarketing, where no extra steps are needed.

●     Simple to manage -

One of the best parts about Google-engaged audiences is how simple they are to use. You do not need to set up complicated audience rules or time limits. There is just one audience, and you can decide what to do with it. Want to show ads to this group again? You can. Want to make sure they do not see a specific ad? You can do that too. You can also use the audience to build lookalike audiences. These will be new people who behave similarly to the ones already engaging with your brand. This helps you grow your reach while staying focused on quality users.

●     High-quality data -

What really sets Google-engaged audiences apart is the quality of the data. Since these users interact with your business through Google's platforms and are often signed into their Google accounts, the data about them is much more reliable and complete. Unlike traditional remarketing, which relies on website tags and cookies and can be affected by privacy settings, browser restrictions, or user consent. Here, Google's data gives a clearer picture of who your users are. This means better targeting, better ad performance, and fewer gaps in your audience tracking.

●     Real-time data -

Google-engaged audience lists update on their own in real-time, so you do not have to do anything to keep them current. As new people visit your website through Google platforms, they are automatically added to the list. If someone stops meeting the criteria, they are removed. This means your audience always stays fresh and up to date-with the latest activity. You do not have to worry about manually updating or checking who is in the group. It is a simple and hands-off way to make sure you are targeting the right people based on the most recent interactions with your business.

To put it simply, Google-engaged audiences offer an effortless and effective way to reconnect with users who have already interacted with your business. You get automatic setup, easy audience management, and more trustworthy data - all with minimal effort. It is a smart move for any advertiser looking to improve their remarketing strategy without getting stuck in the weeds.

What limitations does a Google-engaged audience have?

While Google-engaged audiences are simple and easy to use, there are a few limitations to keep in mind.

➔   First, every Google Ads account only gets one engaged audience. That means you cannot break it down into smaller groups based on what specific actions people took on your site. For example, you will not be able to separate people who viewed a product page from those who completed a purchase. It is just one general group of users who came to your site through Google.

➔   Second, this audience only includes visitors who arrived on your website from Google-owned platforms. That means if someone typed your website directly into their browser, clicked a link from social media, or came through a referral link from another website, they will not be included in your engaged audience. So, while it is a helpful tool for capturing users who interacted with your brand through Google, it does not give you a full picture of all your site visitors.

Google-engaged audiences are great for simple remarketing, but if you want more detailed control or to include traffic from other sources, you will need to use additional audience tools and tracking methods alongside them.

Benefits for small business owners -

Even with its limitations, Google-engaged audiences are a great option for small business owners or anyone working with them. It is an easy and low-effort way to start showing ads to people who have already visited your website through Google. The best part is that the data is usually more accurate and useful than other types of tracking. That can make a big difference in how well your ads perform. However, do not forget to look at the Audience insights for this group. You might discover helpful information about your customers that can improve your marketing and help you reach even more of the right people.

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