What Are Google Custom Intent Audiences? Ways to Use It

Custom intent audiences is a targeting tool launched by Google in November 2017. It allows you to reaches users based on their most recent purchase intent, as well as those who are looking for your specific products or services. Custom intent audiences allow you to be more accurate in your targeting of users who are researching topics and solutions by visiting certain pages and using specific keywords. This tool is beneficial because it allows you to custom tailor your ads to reach those who are already interested in what you have to offer, which leads to a higher conversion rate. If you are looking for an effective way to reach potential customers, custom intent audiences is a tool that you should consider using.

For example, if you own a chain of pizza restaurants, you could create a custom intent audience that targets people who have searched for the term “pizza near me.” This would allow you to show ads to those people specifically, and increase your chances of getting them to visit your restaurant.

How Do Custom Intent Audiences Work?

Custom Intent Audiences help you reach your prospects based on:

Interest or Behaviour:

Google custom intent audiences allow you to target users based on specific interests or behaviours. By using keywords that represent your ideal customers, you can reach users who are more likely to be interested in your product or service. custom intent audiences can be a great way to improve your chances of making a sale, and they can also help you to target specific demographics that you may not be able to reach with other advertising methods. If you’re looking for a way to reach more potential customers, custom intent audiences are definitely worth considering.

Websites similar to your they browsed:

Custom intent audiences allow you to target users based on websites they browse that are similar to yours. This type of targeting allows you to reach your ideal customers who browse websites similar to the URLs you input. You can also specify the types of pages on those websites that are most similar to your website, such as product pages or blog posts. Custom intent audiences are a great way to reach your target audience with your Google Ads campaigns.

Apps similar to yours they use: 

Custom Intent Audiences are a Google Ads targeting option that allows you to reach users based on the apps they use. The main input for this option is the names of apps your ideal customers are using or may use. This information is then used to match your ads with users who are using similar apps. Custom Intent Audiences can be a valuable way to reach your target audience, as it allows you to specifically target users who are using apps that are similar to yours. If you are looking for a way to specifically target users who are using apps that are similar to yours, custom Intent Audiences may be the perfect solution.

How to Create Custom Intent Audience?

Below mentioned four search parameters you should consider when creating this audience –

• Primary competitors
• In-market keywords
• Competitors’ keywords
• Search Volume

Step by Step Process to Create This Audience –

1. Sign in to your Google Ads Account.
2. From the navigation panel, click on “Display campaigns”, choose one of the active campaigns or create a fresh one and click on “Audiences”.
3. In the Audiences tab, choose an ad group, then click on “Narrow targeting”.
4. Then, next to audiences, click the plus icon.
5. Click the pencil icon, next to “Targeted Audiences” and under the “Browse” tab, choose “What they are actively researching or planning.”
6. Click the blue plus icon, next to “New custom intent audience,” and create the name for your audience. Also, this is where you add keywords your prospects is searching or keywords that are related to your services or products.
7. Lastly, under “Audience size,” you can look over the potential reach of your campaign, information about your targeted demographic and metrics. 

Ways to Use it For Your Advantage

Increase brand awareness

Creating a Custom Intent Audience allows you to target people who have already expressed an interest in your product or service. This gives you the opportunity to reach out to them with targeted ads and content, increasing brand awareness and generating leads.

Drive website traffic

By targeting people who have visited your website, you can create Custom Intent Audiences that are more likely to be interested in what you have to offer. Showing them relevant ads and content can help increase traffic to your website, boosting sales and conversions.

To retarget website visitors who didn’t convert

You can create a custom intent audience of people who have visited your website in the past, but did not make a purchase. You can then show them targeted ads to try and convince them to come back and make a purchase.

4. To find new customers

You can use custom intent audiences to find new potential customers. By targeting people who have recently searched for specific keywords related to your business, you can reach potential customers who are already interested in what you have to offer.

Benefits Of Using Custom Intent Audiences

1. • Increased targeting accuracy:

     By using custom intent audiences, you can target users who are actively researching your product or service. This increases the chances that your ad will be seen by people who are actually interested in what you have to offer, resulting in a higher conversion rate.

   • Greater reach: 

     As your custom intent audience grows, so too does the reach of your ads. With more and more people signing up for Google Ads every day or having plenty of competitors, it’s important to make sure that your targeting is as accurate as possible.

   • Increased ROI from your Google Ads campaigns:

     Custom intent audiences allow you to target people who have already shown an interest in what you offer. This means you can spend your budget on people who are more likely to convert, resulting in a higher ROI for your campaigns.

   • Increased Efficiency:  

     When you target your ads to people who have already shown an interest in what you’re selling, you’re ensuring that your ad dollars are spent on people who are much more likely to convert into customers.

Bottom Line

Custom Intent Audiences are a great way to target your ads and improve your chances of conversion. By targeting users who are already interested in what you have to offer, you can create more targeted ads that are more likely to lead to a sale. Additionally, custom intent audiences can be used in conjunction with other targeting options to create even more customized campaigns. If you want to learn more about how you can use Custom Intent Audiences to improve your digital marketing strategy, contact us today.