Google Similar Audiences

google Tutorial

Revamp Your Google Similar Audiences With Oribi’s Events

Revamp Your Google Similar Audiences With Oribi’s Events
Similar Audiences is Google’s answer to Facebook’s Lookalikes - an online advertising method to reach a large audience similar to your most valuable website visitors. Google’s Similar Audiences is not as well known as Facebook’s Lookalikes, but might still lead to good results, mainly with YouTube and display ads. If you have a lot of events, this is a feature worth testing for your marketing.
Based on a ‘seed’ you define of at least 1,000 visitors, Google is automatically looking for a similar audience to display your ads to. With Oribi’s exported events, you get to create very specific audiences and tailor them to your most valuable business goals.

Create Similar Audiences With Oribi’s Events

Step 1:
Map your main business events in Oribi.
What do you want visitors to do on your website? Keep in mind that you need to reach a minimum of 1,000 unique visitors who perform the event in order to build a Similar Audience. If your key business goals have a smaller count, try to map other highly meaningful events, such as starting the conversion funnel, visiting key pages, or engaging with selected content. We recommend creating a few different Magic Events to test.
Tip:
Test secondary events that might become meaningful, such as visitors who log in with Google who might end up purchasing more, or iPhone users who show to be more likely to sign up. It might take time to collect enough data, but may very well result in a good audience.

Step 2:
Export your events to Google Analytics.
In order to use Similar Audiences in Google Ads, you’ll need to create them in Google Analytics first. Once Oribi is connected to your Google Analytics account, you can export any Magic Event in Oribi under Manage Magic Events. Here’s a step-by-step guide.

Step 3:
Build the seed audience.
Every Similar Audience is based on a seed. A seed is a group of visitors who have performed a desired action on your website, which helps Google to find a similar audience for you.
1. In Google Analytics, go to Admin > Property > Audience Definitions and choose Audiences.
Google Remarketing - Audience
2. Click to create +New Audience.
Google Remarketing - New Audience
3. Define the actions you want to base your audience on. To use any Oribi event, click Users who completed a goal transaction, and choose the goal.
Google Similar Audiences - audience definition
Tip:
The Membership duration defines how recently the visitors included in your seed have performed the action. This is your way to ensure your seed is large enough. However, try to keep the number of days as small as possible.

4. Give your audience a descriptive name and click Next step.
5. Choose where you’d like to publish your audience. To use it for YouTube and Display ads, choose to publish it in your Google Ads account. If you don’t see your Google Ads account listed, you might not have linked it with your Google Analytics account yet. Read here how to do it.
Google Similar Audiences - audience destinations
6. Click Publish.
Step 4:
Create a Similar Audience campaign.
1. In your Google Ads account, create a new campaign to test your new audience. Under Audiences, select the seed audience you created before. Then, define all other parameters.
Google Similar Audiences - people audiences
Tip:
To keep this test as stable as possible, use an existing creative in your campaign.

2. Click Publish Campaign.

Step 5:
Roll it out.
Once you have found a strong Similar Audience, you’re ready to start using it for your main campaigns.
Tip:
If you have a specific audience, such as visitors who have viewed a certain product category or read certain blog posts, try to test highly targeted content.



Best Practice: Best Practice: Audiences By Industry

This is a list of common retargeting groups by industry.


eCommerce:
  • Visitors who have purchased an item
  • Visitors who have added any item to their cart
  • Visitors who have viewed a specific product category
  • Visitors who have viewed any product page
  • Visitors who have signed up for the newsletter
SaaS:
  • Visitors who have started paying
  • Visitors who have started the trial
  • Visitors who have created an account
  • Visitors who have requested a demo
  • Visitors to the Pricing page
Real Estate:
  • Visitors who have booked an appointment
  • Visitors who have filled out the contact form
  • Visitors who have created an account
  • Visitors who’ve had more than 2 sessions on your site
  • Visitors who have viewed properties
Medical:
  • Visitors who have completed the form
  • Visitors who have read any product or service page
  • Visitors who have had more than 2 sessions on your site
Travel / Events:
  • Visitors who have completed a booking
  • Visitors who have visited the booking page
  • Visitors who have created an account
  • Visitors who have visited any events/travel page
Services:
  • Visitors who have booked a service
  • Visitors who have filled out the contact form
  • Visitors who have visited any services page
  • Visitors who have had more than 2 sessions on your site
Education / Online Training:
  • Visitors who have enrolled in a course
  • Visitors who have started to fill out the form
  • Visitors who have created an account
  • Visitors who have viewed a specific course category
  • Visitors who have viewed any course category