The custom intent display ads are a great way to bring customers to view your offer or website. And when combined with custom intent audiences, you have a powerful tool to market your business with.

This article on Custom Intent Display Google Ads, we will discuss what these ads are and how you can utilize them in your paid marketing efforts.

 

Watch the video version of this article below:

What are custom intent display ads?

In the past, display ads were nothing but annoying interruption kind of advertising. But with the release of custom intent display Google Ads, you can increase your chances of success dramatically, especially if you do your targeting well. 

Display ads give you good placement in search results as well as helps get the buyers’ attention. On the other hand, custom intent audiences help you ensure that you’ve put your ads in front of people who are looking to buy what you’re selling.

Having said that, these are the two things that make custom intent display Google Ads very effective. 

They allow you to target people currently researching certain products or services online using display campaigns.

When people take certain actions online, we can determine that they are likely to make a purchase.

 

How Google helps you target your audience

Before we set up the ads for your target audience, you need to understand first how Google gathers the audience data for you. 

You can refer to the table below: 

 

How custom audiences work

Custom audiences automatically choose the right audience to best fit the needs of your custom intent display campaign. Based on your campaign goals and bidding strategy, the system will interpret all those signals and choose an audience that is focused on one of the following:

• Reach
• Consideration 
• Performance 

Google Ads will then show ads to people with these interests or purchase intentions on pages, apps, and videos.

 

Setting up your custom intent audience

Go to your Audience manager. Click on ‘Custom audiences’, then the “+Custom intent”. Once you are on the custom intent settings, you need to: 

1. Name your audience: I suggest you specify the type of audience in the name section, so reading the audience name will give you an idea of what audience you are targeting without opening the audience section to get more details

2. Select In Market keywords from the dropdown

3. Add the keywords and URLs

You may see the screenshot below for the above instructions:

 

 

Giveaway

When it comes to keywords, sort out keywords, and group them tightly. This means for the custom intent audience, only target similar keywords. Create tightly knitted ad groups that are relevant.  

So when you’re creating your banners ads, your messaging can be right on speaking to your audience’s wants, needs, or desires. 

You can refer to the screenshot below on how you can group your keywords:

 

To sum up

There are so many more data-driven strategies that I did not cover here when it comes to Google Ads. This is just an overview of what custom intent audiences are and how you can utilize this to your next ad campaign. 

The key is to know how to leverage the data given by Google about your audience to your advantage. Good luck!