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Similar Audiences Stay Alive In Demand Gen Campaigns

You may have thought they were dead, but as we enter the spooky season, the dead can sometimes rise again. That's right, Google Ads is allowing Similar Audiences to stay alive in Google's newest Demand Gen campaigns through what they are now calling "Lookalike segments". Sounds like they liked Meta's name more? We digress.



Let’s explore how Similar Audiences are not only alive but how they will be thriving in the realm of Demand Gen campaigns.


Introduction to Lookalike Segments

Google Ads Lookalike targeting is a powerful feature that allows advertisers to expand their reach to new potential customers who share characteristics and interests with their existing audience. By leveraging this tool, businesses can effectively connect with users who are more likely to be interested in their products or services, enhancing the efficiency of their advertising campaigns.


Lookalike segments are groups of people that share characteristics with others on an existing “seed” list. You’ll provide the seed list using your first-party data, including a customer match list or a list of people who’ve interacted with your website and app, or YouTube channel. We’ll then use this information to find other potential customers with similar characteristics.

So yes, they are Similar audiences just with a new name.


The Functionality of Lookalike Segments

Lookalike segments are a strategic approach to audience expansion. They’re like digital doppelgängers of your existing customers, allowing you to tap into the characteristics and attributes of your core audience in order to connect with new potential customers. The process begins with you providing a “seed” list, drawn from your first-party data, which can encompass customer match lists, website and app engagement data, or interaction with your YouTube channel. Google Ads then takes this list and works its magic, finding other prospect customers who share similar behavior and characteristics with your existing audience.

Benefits and Control with Lookalike Segments

The primary benefit of Lookalike segments is their ability to showcase your ads to people who possess attributes akin to your existing customers. This opens up opportunities to interact with potential new customers who could be pivotal in your business’s growth. Furthermore, Lookalike segments grant you greater control, allowing you to choose from three distinct options; narrow, balanced, or broad.

  • Narrow segments provide a laser-focused approach, reaching a highly similar audience to your seed data.

  • Balanced segments strike a middle ground, expanding reach while maintaining notable similarity.

  • Broad segments cast a wide net, maximizing reach but with lower overall similarity.



These options offer a spectrum of reach and similarity, ensuring you strike the ideal balance for your campaign objectives. The choice depends on your campaign’s goals, with narrow for precision, balanced for a mix of precision and reach, and broad for extensive visibility. For example, if you have a specific data set of high-revenue customers, you may want to keep a more narrow segment. Conversely, if you are simply looking for anyone who looks like a purchaser, you can broaden your segments.


How to Use Lookalikes


Creating Lookalike Segments

Creating Lookalike segments is a straightforward process. You can use up to 10 existing audience lists as seed data. Below is a step-by-step guide to creating a Lookalike segment:

  1. Create Demand Gen campaign following the usual steps.

  2. Add an audience at the ad group level.

  3. Click “New Audience” in the Audience dialogue box.

  4. Add or create a Lookalike segment by selecting “Lookalike Segment.”

  5. Customize your segment’s reach by choosing from “Narrow,” “Balanced,” or “Broad.”

  6. Save your segment, ensuring the settings aligns with your campaign’s objectives.

It’s important to note that Lookalikes will no longer be available outside of Demand Gen campaigns.


Lookalike segments are then created by analyzing your first-party data, such as customer information and engagement data across various platforms. It's essential to allow some time for Google to collect sufficient data and generate effective Lookalike segments. Google recommends planning your campaign and Lookalike segment creation 2-3 days in advance to ensure they are ready when you intend to begin running ads. Your Lookalike segment will be automatically refreshed every 1-2 days based on your available customer data and your seed list must include a minimum of 1,000 active matched people.


Also, note that you can only create Lookalike segments when creating a new campaign and cannot edit your Lookalike segment after you create it. Make sure that your Lookalike segment meets your expectations and that your settings and naming meet your specific preferences or else you'll have to start over again.


Adding Lookalike Segments to Campaigns

Now that your lookalike segment is ready, it’s time to integrate it into your Demand Gen campaign.

  1. Create a Demand Gen campaign or select an existing Demand Gen/Discovery Campaign.

  2. Add an audience at the ad group level.

  3. Click New Audience in the Audience dialogue box.

  4. You may choose to include or exclude Lookalike segments you have previously created.

  5. To use the segment as an inclusion:

    1. Click in the “Add or create Lookalike segment” search box and the “Lookalike Segment” dialog box.

    2. Find and select your existing segment.

    3. Click Save.

  6. To use the segment as an exclusion:

    1. Click in the Exclusions search box.

    2. Find and select your existing segment.

    3. Click Save.


Reporting and Optimization

Reporting with lookalike segments functions similarly to other audience segments within Google Ads. You’ll hae access to standard reporting features, allowing you to evaluate the performance of each Lookalike segment. This insight empowers you to allocate your focus to those segments that yield the best results, optimizing your campaign effectively.


To access Lookalike segment reports, you have two convenient options. Firstly, from the Campaigns menu, follow these steps:

  1. Click on the Campaign icon then select Campaigns

  2. Navigate to Reports in the top menu

  3. Hover over Basic in the submenu

  4. Click Audience segment in the submenu

Alternatively, you can access your lookalike segment report from the Audiences menu.

  1. Click on the Campaign icon then select Audiences, keywords, and content from the drop-down menu.

  2. Click Audiences.

  3. In the “Audience segments” card at the top of the page, click the Show table drop-down arrow.

These intuitive options ensure you have quick access to the data you need to refine your campaigns and achieve optimal results.


TLDR;

In summary, Lookalike segments are your secret weapon for turbocharging your Demand Gen campaigns. By harnessing the power of audience expansion through Lookalikes, you're not just embracing innovation, but you're also ensuring your campaigns thrive. With the ability to reach potential customers who mirror your existing audience and the flexibility to choose from narrow precision to broad visibility, Lookalike segments put you in control.


Remember, planning in advance is key, and patience pays off with more precise targeting. So, why wait? Dive into Lookalike segments today to unlock audience growth potential and take your campaigns to the next level. Ready to elevate your marketing efforts with Lookalike segments? Reach out to Bluum's digital experts, and let's make it happen together 🔥


- Bluum


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