Search campaign audience configuration is an important capability that shouldn’t be neglected.

Audience targeting applied in a search campaign acts as an overlay on the keyword matching. It allows us to “shape” who the ads serve to. For example, we might exclude certain age groups or income levels.

It may also be beneficial to exclude certain audiences. These “negative audiences” can be useful in shaping campaign performance. Examples of negative targeting include including certain in-market audiences, interests, and demographics. The latter might include age, gender, income level, parental, homeownership status and other demographic information.

In search ad campaigns we can also use remarketing lists for search audiences. This is known as ‘RLSA’, short for “Remarketing Lists for Search Ads”. RLSA facilitates serving different search ads to those visitors who showed engagement during earlier search activity. This allows the advertiser to follow a user as they navigate their sales funnel journey to a conversion. Not just through display remarketing, but on search engine result pages as well.

More: blog articles on audiences