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FEATURED ARTICLE — February 16th, 2018

How to Set Up Custom Intent Audiences in AdWords

“Consumers are more curious, more demanding, and more impatient than ever. . . AdWords has been redesigned to help you reach these mobile-first consumers in faster and easier ways. Today, we’re introducing more innovations available only in the new experience. From promoting your latest offers to finding ways to grow your business, these products can help you save time and boost performance.” – Anthony Chavez, Director of Product Management, AdWords

Last summer, Google added an array of new features to the AdWords platform including a new interface that Google noted was, “. . . the most powerful change [they’ve] made to how advertisers visualize and manage their campaigns in over 15 years.”

Following such bold changes, Google introduced exciting new AdWords features like promotion extensions, ad variations, new opportunities to meet business goals, and other AdWords amplification elements.

What has many excited, however, is the new custom intent audiences.

In mid-November Google announced a variety of new sales-driving AdWords components, including custom intent audiences. Custom intent audiences enables businesses to leverage the Google Display Network (GDN) to, “…make it easy for you to reach people who want to buy the specific products you offer–based on data from your campaigns, website and YouTube channel.”

Google explained the effects of the new audience option as followers:

“. . . If you’re a travel agency offering holiday getaways, Google could automatically create an audience of people shopping for “all-inclusive ski resorts” or “flights to Palm Springs.” We’ll then show you reach and performance estimates for each audience, so you can plan your campaign with precision.

The... Read More

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