Deliver personalized ads to your target segments through Google.

*Note: As of fall 2020, Google only allows uploading of customer lists if you have spent 50k in ads with them in the past. If you don’t meet this criteria skip down to Audience Creation.

To start this tutorial, we will be uploading our audience(s) into the Google platform. You should have a good idea of what audiences you want to activate based on what you learned in the Analyze stage. Now, we export those audiences via customer list into Google for retargeting, or in the case of new leads, general target marketing.

  1. Export audiences out of the Taxonomy
  2. Upload audience to Google ads campaign
  3. Choose parameters and execute campaign

In our video example, we sorted our appended list (from step one: Append) to the #FamilyOutposts segment. This serves as our customer list. We should have linkable information in this list such as name, email, or postal address. 

Now we just need to upload this customer list. Go to Tools > Shared Library > Audience Manager > Upload Audience > Map Identifiers.

If you do not have the ability to upload customer lists, you can use the taxonomy to guide you into creating the correct audience to match your target segment.

  1. Match demographics (age, income, parental status, etc.) - via demographics tab
  2. Match interests (Brand following, Visitation, Watch, Hashtags) - via visitation, brand influence, and social tab

You also can ask google to limit to customers that are “in market”.

Placing ads on the right channels for your target audience can greatly increase ad spend efficiency. To choose the right channels to connect with your segment(s):

  1. Go to the “Channels” section of the taxonomy
  2. Choose the website you would like to run your ads on
  3. Type those websites into the “Placements” section of Google Ads

Here we find the #FamilyOutposts spend time on Christianity Today, Trip Advisor, ESPN, and Golf Digest, so we simply type those URLs into the Ads Placement section.

You can use your segment(s)' influencers to determine which YouTube channels to place your ads on. When you place an ad on an influencers channel, you are hitting the right audience on the content they are most likely to view. In our example, we learned that #FamilyOutposts follow Jimmy Buffett, so we can place our YouTube ads on Margaritaville radio.

You can also use the real-time topics to pick up on a concept that is going viral with your segment(s). In our example, we saw #FamilyOutposts are talking about the 'A Quiet Place' movie trailer. So, we were able to drop ads on that specific movie trailer. 

Geotargeting ads to your target segment(s) is as easy as going to Campaign > Adgroup > Demographics > Locations > Choose locations. You can do this at the state, DMA, and radius level, and can even get as granular as one mile radius around a given location which can be powerful for local retail/restaurant use cases.

Digital Audience Activation