Introduction
Why Accurate Data is the Key to Unlocking AI's Potential
Choosing the Right PPC Channel
Google Ads Campaigns Explained
Mastering Profitable Paid Search Campaigns in 2023
Beyond Search
Microsoft Ads
Facebook Ads Strategies for High Volume without Waste
Conversion Rate Mastery: Hidden Shortcut to More Motivated Seller Leads
Complete Visibility for Better Results: A Power BI Reporting Primer

Search Campaign Audiences: The Key to Thriving in An AI Future

Keywords remain the strongest targeting signal in Google Ads search campaigns, for now.

However, Google is gradually moving away from intent-powered, keywords-driven targeting in favour of automated AI-driven campaigns like Performance Max.

It is prudent to start layering in audience targeting today both for current and future benefits. 

In this chapter, we will explore:

  • How to refine your search campaign with audience bid modifiers to focus your budget on high-converting motivated seller leads.
  • Frameworks to build critical performance data on audiences so you're prepared for an AI-first future where keywords play a smaller role.

What You’ll Learn

  • How to build audiences in Google Analytics 4 based on website behaviours.
  • Best practices for testing analytics audiences in Google Ads search campaigns.
  • How to utilize Google's life events, in-market, affinity and custom audiences.
  • Difference between audiences for observation and bidding.
  • Workflows to monitor audience performance and iterate.
  • Advanced: How to build a highly targeted seed audience list using third-party data sources.

Be notified when the full version of this chapter is released!