How Business Owners Can Use Intent-Based Audiences in Google Ads to Drive Sales

Ray Wang

Google Ads offers a variety of built-in audiences such as shoppers who are interested in certain automotive brands or people who are into health and wellness. Advertisers can target these audiences to gain brand awareness and website traffic.

More, Google Ads offers intent-based audiences. These audiences are groups of shoppers who are in the process of making a purchase decision on a specific brand, product, or service or have recently gone through a life event.

Intent audiences leverage intent signals from Google Search and across the web. For example, if you search on Google search engine and YouTube about Mazda vehicle reviews, Google will categorize you as a shopper who is in the process of purchasing a Mazda vehicle. 

Here is how you can use intent-based audiences in Google Ads to drive sales:

1.  Life Events

Google Ads show life events where online users are going through important life milestones such as graduating from college or moving homes.

Use these life events to market your product or service. For example, if you are a HR consulting agency, target individuals who have recently graduated from college and advertise your job searching consulting services by serving YouTube videos of testimonials from previous clients who benefitted tremendously from your services.

2.  In-Market Segments

In-market segments are audiences who are in the market to purchase a product, service, or brand. Use these high-quality and targeted audiences to advertise your offerings. 

For example, if you are a hotel, you can serve responsive display ads showing the amenities or special pricing of your hotel to the Travel > Hotels & Accommodations in-market audience. This audience consists of shoppers who are browsing through different hotel websites. 

3.  Custom Intent Audiences

Custom intent audiences are audiences you build using targeted keywords or URLs. For example, if you are a local coffee shop, you can build a custom intent audience using targeted keywords such as “coffee lover”, “specialty coffee” and “Vancouver coffee shops” or website URLs of other local coffee shops and Google will develop a custom audience who fit these keywords or URLs.

The audience will be highly specific and you can target them by serving Google Ads promoting your special promotions or unique offerings.

The power of Google Ads and its features helps companies of all sizes to target specific and relevant audiences and generate positive return from the companies’ advertising budgets.

By using the intent-based audience feature, you can serve ads to shoppers who are in the market for your product or service or are going through a life event that would benefit from your offerings. The ads you serve will reach an audience who will see value in your product or service and will likely click-through the ads to learn more about your product line. This leads to a healthy return from your advertising budget because you will generate website traffic from quality prospective buyers.

If you interested in learning more about Google Ads and its unique features or developing a digital marketing roadmap for your business, please feel free to email me at raywang@rwdigital.ca or submit a form below.