The new feature launched by Google AdWords will save your time and effort to target the audience at a campaign level. Finally, Google AdWords comes with a feature of adding a list of the audience to a specified campaign level by the advertisers.
Prior from this features, it was a lengthy process. First of all, audiences were needed to be added to every ad group of the campaign. This not only takes the lots of times but also difficult to manage audience bid adjustments at that level. It is announced by Google that campaign level audience list will be available to all AdWords accounts. Furthermore, it also allows you to set remarketing lists to search ads (RLSA) along with customer match at the ad group level.
So, these are the basic benefits of the campaign level audience.
- Time saving
- Easy reaching and tracking the most valuable customers
- Easy to manage the audiences lists at scale
- Easy to measure and change the bid adjustments
- Optimize the bid adjustments
Looking at these numbers of benefits, most of the advertisers have already started to use the campaign-level search audience.
Prior from Beginning with Campaign-Level:
The below mentioned campaign types have the remarketing lists of the search ads.
- Search Network Only – All features
- Search Network Only – Dynamic Search Ads
The membership limit list of above is capped at 540 days.
How to start with Campaign-Level?
Apply the remarketing lists for bidding and targeting either to any ad group or any campaign. It is not good to apply to both at the same time for a given campaign. Let’s understand this with a simple example.
You want to use the remarketing lists for the entire campaign, which you have already added to a set of ad groups. Before doing so, you need to remove the remarketing lists from that ad groups firstly within the campaign. Afterwards, proceed with applying them at the campaign level.
Similarly, you want to use the remarketing lists for targeting some ad group within the campaign only. For this, you need to add the lists again to each ad group in that campaign. Just take care to follow the order when switching to another ad group. However, there is no restriction on switching the levels.
Instruction to Set Campaign-Level
In the first place, tag the site for remarketing. Now, visit the “Audiences” section of the Shared Library. You can see the “All Visitors” list, which was created automatically at the time of adding the tag. Furthermore, add this list to your campaigns. It will appear on the Audience tab under main Campaign tab. After getting completed this, follow the below steps to start using the remarketing lists for you campaign:
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- Create a new “Search Network only” campaign, or select an existing search campaign or ad group.
- Click the Audiences tab, next to the Keywords tab.
- Click + Targeting.
- Under “Add to” select Campaign or Ad group, depending on which levels you wants to add your targeting.
- Click the Add campaign targeting or Add ad group targeting drop-down menu and select Interests & remarketing.
- Click the Select categories drop-down menu and select Remarketing lists. You’ll find the “All visitors” list and any other eligible lists you’ve created for your different groups of site visitors.
- Click the double arrows » next to each remarketing list you want to add. Your audiences will appear in the “Selected audiences” column.
How to Confirm Your Target Settings?
There are two targeting settings available:
“Bid only” (Most common for Search campaigns)
- Your ads will continue to show to people on your remarketing list and people not on your remarketing list.
- You’ll be able to set different bids for the members of the remarketing lists. “Target and bid”
- You’ll only show ads to members of the remarketing lists.
- Your ads won’t show to people outside of the remarketing lists, even if they match your other targeting.
- You can still set different bids for members of the remarketing lists.
Hope, this information helps you to better understand about the new Google AdWords updates of creating the audience list at campaign level.
