If you missed out on our piece about what Affinity Audiences are and how you can use them to your advantage, you can catch it here.

Affinity Audiences is a powerful function within Google Display Network (GDN) which you can use to get your ad in front of your most ideal prospects.

Here is a quick and easy step-by-step guide on how you can create Affinity Audiences.

Step #1: Sign in to Google Ads Account

We will begin by signing in to our Google Ads account. If you don’t have one, you can create it easily through the above link.

Once signed in, you can view your active campaigns along with any affinity audiences that are associated with them.

Step #2: Go to “Tools and Settings”

Find “Tools and Setting” in the upper-right corner of your screen and then look for “Audience manager” from the drop-down.

Step #3: Go to “Custom Segments”

You should now be looking at a list of the data segments you are using to target your ideal prospects. To create a segment or audience, simply click on “Custom Segments” and then click on the “+” icon.

Step #4: Enter Segment Names and Interests

Now, you need to give your segment a unique name and add some potential interests. For instance, if you enter “milk”, Google will provide purchase intention ideas or interests like “Milk shake ideas”, “How to make the best milk shake”, or “different kinds of low-fat and full-fat milk”. Ideas can vary a lot depending on what you enter, so experiment away.

Step #5: Save the new segment

Go ahead and save your new segment so that you can use it later for your ad campaigns. You can create multiple segments until you feel that all the relevant target market bases have been covered.

That’s it, we’re all set!

How do Affinity Audiences impact ROI?

When used properly, affinity audiences lead to one definitive outcome and nothing else: higher ROI and that’s easy to understand once you know what happens behind the scenes.

When your ads pop up only in front of audiences who are genuinely interested in buying from you, they are, of course, a lot more likely to click on the said ad and go through the sales funnel. As a direct consequence of this, any money you have invested into your ad campaign is immediately offset by the conversions you get from these ads, which in turn, creates positive ROI. Meanwhile, your other more generic campaigns may still see an increase in overall sales but not quite enough to offset the investment required to target the larger audiences.

So, to conclude: finding and targeting the right audience really matters because targeted and customised affinity audiences will always help you reach your ideal prospect with pinpoint accuracy – boosting conversions significantly and making the overall ad spend far more cost-effective.

Custom affinity audiences allow you to further narrow your market targeting, boosting your chances of meeting revenue targets and effectively narrowing the gap between your ad spend and return.

Making the most of affinity audiences is your ticket to maximising your ad spend and ROI. Once you have created affinity audiences, leveraging it correctly could give you a significant lead over your competitors and potentially help you capture a much larger market segment than you had anticipated.

Our Google PPC Ad team specialises in helping businesses maximise their ad spend and boost revenue across all ad campaigns. They are always available to consult and guide you to the best ad strategies, both through Google Display Network (GDN) and otherwise.

Published On: March 20th, 2023 / Categories: Digital Marketing, How To, Marketing Strategy /

Stay Updated

Join our exclusive subscribers list to receive the latest design trends, industry updates and digital world insights in your inbox.

You can read our privacy policy here.