Explore audience solutions for consideration goals

 How do you engage with audiences on YouTube to attain the consideration goals of your video campaign? Let's take a look at how you can use Google's audience solutions to connect with consumers at scale and grow consideration for your brand or product.


In this module, you'll learn:


  • Audience solutions for growing consideration
  • Best practices for implementation

Audience solutions for consideration goals

When your objective is to drive consideration, you want to connect with people who are most receptive to your brand or product message. Let's explore some solutions below.

Custom affinity audiences: Connect with people at scale based on your definitions and engage them at the right moments throughout their day.

Custom audiences



Reach your ideal audience by entering relevant keywords, URLs and apps.

In-Market Audiences: Reach users who are actively looking to buy certain products or services in the near future.

In-Market 

Audiences


Reach users who are actively looking to buy certain products or services in the near future.

Life events: Engage with viewers when they are in the midst of important life milestones and likely to make major purchase decisions.

Life Events



Engage with viewers when they are in the midst of important life milestones and likely to make major purchase decisions.

Infinite taxonomy 

audiences


Engage with refined, granular audiences based on consumer interests and behaviour built by Google and dynamically refreshed.

Select each panel to learn more.
Custom audiences

What is it?

Custom audiences allows you to connect with unique user groups based on their interests and passions by creating a custom list of people.


What does it incorporate?

  • Keywords to reach people based on interest or behaviours
  • URLs to reach people who browsed similar websites
  • Apps to reach people who use similar apps


Example: 

An entertainment company seeking to connect with potential movie-goers for a specific film because they took any of the following actions:

  • Google Search: Searched for reviews, showtimes, tickets for this film
  • YouTube: Watched a specific movie trailer on YouTube
  • Google Play Store: Downloaded a ticket-buying app


Tip: Run potential video keywords through the Keyword Planner to get a sense of your potential impact on YouTube.


Take a look at this Google Ads Help article to learn more about Custom audiences.

In-Market Audiences

What is it?

In-Market audiences helps you connect with consumers who are in the market, which means that they're researching or actively considering buying a service or product like yours. These audiences are designed for advertisers who want to reach consumers close to completing a purchase.


Example: A car advertiser reaching people who are currently in the market for a new car

Life Events

What is it?

Life Events allows you to engage with viewers who are in the midst of important milestones and most likely to make a major purchase. These milestones include graduation, moving, home renovation and getting a new pet.


Example: A DIY store reaching people who are about to begin a home renovation

Infinite taxonomy audiences

What is it?

Infinite taxonomy audiences drives the activation of granular, pre-curated audience segments on YouTube and display campaigns.


Example: Identifying users who are engaged with your brand and interested in related brands to influence them to consider your brand (brand fans segments).

Determine your consideration audience strategy

Now that you're familiar with your options, how do you determine which solution would work well for your campaign? Start by asking yourself the following questions.

Select each panel to learn more.
Is your ideal audience experiencing a major milestone, such as getting a pet or graduating?

Choose Life Events.

Do you want to reach people who are actively researching or intending to buy the product or services that you offer?

Choose In-Market Audiences.

Do you want to reach an audience that you define, built from signals across Google's properties?

Create custom audiences.

Tool tip: Use Insights Finder or Find My Audience

Insights Finder and Find My Audience are tools that can help you understand who your most valuable customers are on YouTube – so you can discover new audiences and learn how to reach them with relevant messages.


These tools turn aggregated and anonymised Google signals into marketing insights by providing a better understanding of audiences and search trends. This enables you to build data-driven brand, media, search and creative strategies.


Note: Insights Finder is only available to certain eligible partners. If you have access, take a look at this Skillshop training to learn more. If you're not eligible for Insights Finder access, then you can access Find My Audience on Think with Google.

Implementation best practices

After you've determined your consideration audience strategy, follow the best practices below to achieve optimal campaign performance.


Note: Google Ads features evolve rapidly and some aspects of the user interface may be different from what's shown. Screenshots use sample data intended for illustrative purposes.

Select the arrow to learn more.

Best practice 1

Identify relevant audiences and learn how to reach them with Insights Finder or Find My Audience.

Why: These tools turn aggregated and anonymised Google signals into marketing insights by providing a better understanding of audiences and search trends. This enables you to build data-driven brand, media, search and creative strategies.


Screenshot of the 'Find My Audience' homepage.


Best practice 2

Avoid adding demographic audiences on top of other audiences.


Why: This will restrict your reach and might cause your campaign to miss potential customers.

The Google Ads interface on the 'Create your campaign' page, with the 'Demographics' section highlighted; all demographics are selected by default.

  • Best practice 2

    Avoid adding demographic audiences on top of other aud 


Implementing your audience strategy

Depending on your goals and how you want to manage your campaign, there are two options for implementing your audience strategy:


  • One campaign per audience type
    • Adding each audience type in a different campaign enables you to better control the budget distribution.


  • One ad group per audience type within the same campaign
    • This setup strategy helps you control bids for different audience types better, is easier to set up and facilitates budget spend.

Personalise your Google Ads experience

At Google, the development of our ads products and partnerships relies on respect for user transparency, choice and control. Google has a number of tools that provide users with visibility and control over the use of their data, including:

  • Ad settings: Control ads based on topics that you're interested in, or turn off ads personalisation altogether.

  • Why this ad? Understand how ads are personalised and control them.

  • My Activity: Review things that you've searched, viewed or watched through Google, and permanently delete specific activities or entire topics.

 

You can always take a look at our Privacy Policy to learn more about how Google uses your information and visit our Help Centre to learn more about personalised advertising.

Show what you know

Answer this question correctly to mark the module as complete.


Which three audience solutions are well-suited for growing consideration?

Select the three best answers.

Key takeaways

  • Use audience solutions to grow consideration if your goal is to reach people who are researching or actively looking to purchase your products or services.


  • Custom audiences, in-market audiences, life events and infinite taxonomy audiences are audience solutions that can be used to grow consideration.


  • Structure your audience strategy based on your goals and campaign management preferences.

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