What are Audience Signals in Performance Max (PMax) Campaign
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In this article we will be talking about audience signals in your Pmax Campaigns and what are the other different categories or types of Audience Signals that you can use.
So let’s jump right in.
So what are Audience Signals?
Audience signals, essentially are data that you are providing Google to help them determine who are the best audience to show your ads for.
In short, you use Audience Signals for targeting purposes. And it’s recommended to use audience signals so you can steer Google the right audiences you want your ads to show and are likely to convert or become leads depending on your type of business.
The 4 Different Categories of Audience Signals
1. Custom Segments
Formerly called as Custom Audiences – You can build this on your own and you can provide either a bunch of keywords that people might be searching for or websites that people are visiting to.
And Google will then show your ads to people with these interest or purchase intentions.
2. Based on Your Data Audience
Formerly called as remarketing and customer match list – These audiences are based on the people that have previously interacted with your website, be it via purchase or they have added an item to their cart, or just by visiting. Also you can give this list to Google so you can use it for your Audience Signals.
3. Interest & detailed demographics
This is Google’s pre-defined in-market audiences. These mostly features in-market segments and life events audiences where you have no control since these are from Google. If you want an audience that you can customize and control, then this is not for you, better stick with the Custom Segments.
As the name suggests, demographics – you can target audiences based on their age, gender, parental status or household income.
Some advertisers advocate for at least 1 type of audience signal per asset group in their Performance max campaigns. Mixing different audience signals can be a bit problematic since you won’t be able to tell which Audience Signals helped your performance in your Pmax campaign.
And those are the different types of Audience Signals. Hopefully this article helps you a lot in understanding what Audience Signals is and the different categories.