Life Events Now in Google Ads (AdWords)
Better late than never?
That’s what many digital marketers are probably thinking with the recent, albeit delayed, life-event targeting update released by Google AdWords. This update now brings AdWords into the world of tailoring advertising campaigns based on key milestones customers live through. Social platforms like Facebook and Twitter have long been able to provide this targeting to customers as users freely provide this information through their profiles but now Google has figured out a way to target similar information within the Video and Gmail campaigns.
So what exactly do I mean by “life-event targeting”?
Google has introduced six new targeting options, focusing on three significant life changes people go through:
- About to/recently graduated
- About to/recently moved
- About to/recently married
It’s important to remember that the pool of people in your target location will be finite. Don’t expect the reach of these targeting options to be comparable to that of other targeting options, like in-market or affinity audiences, available through Google’s display network. But it’s about quality over quantity in this case.
Why is this such a powerful opportunity for marketers?
In marketing, it’s no surprise that your efforts need to meet the needs of your customers with highly personalized and tailored campaigns. With these new targeting options, advertisers are able to use Google AdWords to get their catering company in front of brides-to-be or make sure that recent graduate knows they can save on their moving truck rentals the summer they move away from home. Many marketers have already fallen in love with this hyper-specific targeting that has been available in social media platforms for years, now they’ll be able to run similar campaigns across their YouTube and Gmail campaigns in Google.
Some initial performance results
Google has provided some initial performance through a case study with Sonos & Purple. Sonos used life events in their digital campaigns on Google and saw a 50% increase in ad recall, 35% lift in purchase intent and a 5x lift in branded searches on Google.
Purple, through video ad campaigns, saw a 21.8% and 23.1% increase in purchase intent among recent movers & married audiences, respectively. Not to mention, over 153.2% and 175% increase in brand searches using the recently moved and married audiences.
Needless to say, this stuff works!
Many of us have long been in love with the ability to target our social media campaigns to common life events and now Google has joined the game, helping brands get in front of their ideal customer when it matters most.
Interested in Google’s life event targeting? Let the team at Top Draw help take your campaign to the next level.
Understanding the Impact of Life Event Targeting
Life event targeting allows marketers to reach potential customers during crucial life transitions. These moments often trigger significant purchasing decisions. Advertisers can now tailor their messages to specific audience needs and preferences.
For example, newlyweds might be in the market for home appliances. Recent graduates could be searching for professional attire. People who have just moved may need furniture or home services.
By focusing on these pivotal moments, brands can create more relevant and impactful advertising campaigns. This targeting method can lead to higher engagement rates and improved return on investment.
How Google Determines Life Events
Google uses various signals to identify users experiencing specific life events. These signals may include search history, website visits, and YouTube video views. However, Google does not rely on personal information from Gmail for this targeting.
The company employs machine learning algorithms to analyze user behavior patterns. This analysis helps predict when someone is likely going through a particular life event. Google’s approach respects user privacy while providing valuable targeting options for advertisers.
Implementing Life Event Targeting in AdWords Campaigns
To use life event targeting in AdWords, advertisers need to access the Audience Manager. From there, they can select “Life Events” under the “Remarketing” tab. Marketers can then choose which life events are relevant to their campaigns.
It’s important to note that life event targeting is currently available only for Video and Gmail campaigns. Advertisers should consider creating specific campaigns focused on life events. This approach allows for more tailored messaging and better performance tracking.
Best Practices for Life Event Campaigns
When creating life event campaigns, consider the unique needs of each audience segment. Recent graduates might appreciate budget-friendly options. New homeowners could be interested in home improvement products.
Craft ad copy that speaks directly to the life event. Use compelling visuals and clear calls-to-action. Test different ad formats to see which resonates best with your target audience.
Measuring the Success of Life Event Targeting
To gauge the effectiveness of life event targeting, monitor key performance indicators. These may include click-through rates, conversion rates, and return on ad spend. Compare these metrics to your other campaign types.
Consider using Google Analytics to track user behavior after they click on your ads. This can provide insights into how different life event audiences interact with your website. Use this data to refine your targeting and improve campaign performance over time.
Challenges and Limitations of Life Event Targeting
While life event targeting offers exciting opportunities, it’s not without challenges. The audience size for specific life events may be limited. This can impact reach and frequency of ad delivery.
Additionally, the accuracy of life event identification isn’t perfect. Some users might be incorrectly categorized. Advertisers should monitor campaign performance closely and adjust targeting as needed.
Future of Life Event Targeting in Digital Advertising
As technology advances, we can expect more sophisticated life event targeting options. Machine learning algorithms will likely improve in accuracy and predictive capabilities. This could lead to more nuanced targeting based on micro-moments within larger life events.
Advertisers should stay informed about new developments in this area. Keeping up with the latest targeting options can give brands a competitive edge in the digital advertising landscape.