Hundreds of thousands of people are using the internet worldwide. But not all of them know about all the existing brands. Here’s the silver lining, you can maneuver those people to buy from your brand even if they live continents apart. Want to know how? By building Google lookalike audiences. It is the most useful and result-oriented strategy to reach many potential customers.
Biggest advertising platforms like Facebook and Google use this approach with their abundance of data. These platforms use multiple tools that target and track the user’s data for customized marketing and advertisement.
This blog sheds light on how call tracking data is used to build lookalike audiences on Google. And how it increases the audience reach to increase website views and sales.
What are Google Lookalike Audiences?
Google ads custom audiences are found by segmentation tools who share identical characteristics and similar interests with your existing customer list. Lookalike audiences in Google ads refer to similar audiences targeted based on their interests to increase the marketing value of the business.
Lookalike audience tools provide audience data to match other people with similar interests. The goal is to find new audiences resembling the data provided by the source audience.
Lookalike models were designed on a theory. The theory suggests that people with certain characteristics and actions will have common traits. This theory has become successful and is used by third-party vendors and big advertising platforms like Facebook, YouTube, and Google.
How does the Process of Similar Audiences Work?
While browsing the internet, you visit third-party websites that use cookie data. These websites store your data as browsing behavior in Google’s Display Network. This data becomes the source audience, and Google ads use it to find more users whose browsing behavior shows similar characteristics and preferences. Advertisers then use the lookalike audience for targeted marketing.
The process is explained in Google’s own words:
“Google ads look at browsing activity on Display Network Sites of over last 30 days. And uses this data with the contextual engine to understand the shared characteristics and interests of people in your remarketing list.”
For instance, if your browsing history includes a home-based bakery website, Google will search for people who have been directly browsing about home-based bakeries or find sites with visitors with similar interests to build similar audiences for Google ads.
What are the Benefits of Lookalike Audiences in Google Ads?
Your business can enjoy many benefits by creating similar audiences in Google ads. Following are the top benefits of Google ads custom audiences:
- Lookalike audiences in Google extend the campaign reach of your business and target new audiences. The mileage of each campaign increases with Google lookalike audiences.
- New audiences have similar traits to the existing remarketing lists. This creates relevant local targeting across the internet browsers and brings positive ROI.
- Lookalike audience marketing would not be possible without machine learning optimization. Machine learning analysis identifies data-driven audiences and optimizes your work.
- Google lookalike audiences are not based on just one common point among users. It covers all the information available for precise marketing campaigns.
- Creating Google ads with custom audiences is a cost-effective option as it acquires new customers within the marketing budget.
What are the Types of Lookalike Audiences?
We have mentioned some very common types of lookalike audiences Google ads use:
- Website engagement: this lookalike audience of Google is based on internet users who became customers of your website.
- Key web content: this lookalike audience of Google is based on people who visited specific pages of your website.
- App activity: this lookalike audience of Google is based on the specific activity on your app.
- Facebook engagement: this lookalike audience of Google is based on the people who visit your Facebook page.
- Video engagement: this lookalike audience of Google is based on people who viewed your video content.
- CRM: this lookalike audience is based on the customer relationship management system
- Phone call conversion: this lookalike audience is based on the customers who made purchases over the phone.
How is Call Tracking Data Used to Create Lookalike Audiences?
The customers who make purchases online are very different from those who make purchases on call. Phone customers are more high-end and ask more specific questions. But if you start catering only to the customers who convert to calls rather than the website, the marketing reach will decline. This is why businesses use call tracking data of their customers to create similar audiences in Google ads for remarketing.
To create custom Google lookalike audiences, you need to meet the top criteria:
- More than 100 visitors on the remarketing list
- Exclusive remarketing lists
- Details of the visited sites by visitors on the list
If the above criteria are checked, you should take the following steps:
- Log in to the Google ads page
- Click ‘Audiences’ in the navigation bar
- Go to the ‘Edit Audiences’ section
- Select an Ad group
- In the ‘All Audiences’ box, select the remarketing and similar audiences
- Click on the lists you want for use
- Save your settings
This is where you can build Google lookalike audiences using the remarketing lists from call tracking software. After completing the process, Google ads will create a custom lookalike audience based on the call conversion data list. Google usually takes 72 hours to start serving ads to lookalike audiences.
Conclusion
Google lookalike audiences are not yet understood completely. However, its Facebook counterpart utilizes this feature efficiently. Lookalike audiences for Google can improve the Google Display Network, Gmail, and YouTube marketing campaigns. Creating custom Google lookalike audiences is very low risk and easy to manage. It creates the remarketing list from all the Google synced accounts of internet users with similar traits.
If you want to expand your business and increase your marketing reach, remarketing is the best option. Similar audiences have the highest value and leverage; it engages new prospects and increases positive ROI.
Also Read: Lead Generation in Digital Marketing Can Propel Your Business
If you feel confused about this newfound marketing strategy, do not take all the burden on yourself and reach out to Arturo Digital. We will take care of everything with our highly professional team of marketers.
