How amazing would it be if you could have the same type of relationship with your prospects as you had with your favorite neighborhood mechanic or barista. While this level of relationship may not necessarily be as feasible nowadays considering many businesses’ transition to the online sphere, it does still shine light on the fact that knowing your customer is essential to establishing loyalty and ultimately, conversions, at the end of the day.

And, though the deep dive into your online audience base may seem rather intimidating at first, there are tools available to help streamline this task for you, especially if you’re utilizing Google Ads. Google’s Ads Audience Insights are reports provided by Google to assist advertisers in their mission of understanding their customer base while also providing insight on additional relevant, audiences to target. Insights included within the report can help you assess the success of your existing campaign and ad groups, learn more about your existing customer base and expand your targeting and/or tweak your strategy to reach more higher-performing audiences. 

Here’s how you can leverage this tool for greater targeting success across your campaigns:

Find new audiences to target

Google Ads Audience Insights helps you examine which category your audiences fall into–In-market or Affinity. Your In-market audience is comprised of users who are actively searching for your product/service. These individuals have already indicated that they are definitely in the market for your specific category–for example, an apartment. Affinity audiences, however, are comprised of folks who may hold a general, yet long-standing affinity in your industry category based off of their interests and lifestyle. This classification is determined by exploring and analyzing online browsing patterns and connections to other interested users. This segment may also be the group more likely to choose your property if served an online advertisement. By leveraging Google’s In-market and Affinity audience categories, you have the potential to gain an upper advantage with your online targeting efforts, thus helping you make more informed decisions about how to target your ads and bid ranges.

Demographics, locations and devices

Within the Audience Insights report are also user demographic, geographic and device data. By knowing who and where the proportion of your audience is, you can better target users within top locations, leverage this data to target where your top converters are located or even expand your ad targeting into areas previously untapped. Through the Device Insights category, you can see just how many users are coming from mobile, which may signal the need to better optimize your landing pages or website for speed, navigation, readability, etc. Insights from the device category can also help in the bidding process, as you can adjust your bids by device type. For example, a large segment of mobile traffic may also reveal the need to increase your bids among this audience base and decrease overall spend across desktop users.

Benchmark audiences 

Another cool function of the Audience Insights tool is that it allows you the capability to select a particular audience and benchmark these users against the general population. This will give you a better idea as to how much potential you can unlock with your targets by re-configuring your Ads strategy. 

Rentbot can help.

The more you know about your audience, the more empowered you will be to formulate a more effective Google Ads strategy for your property. That’s where Rentobot comes in. We’re Google-certified and experienced in helping businesses like yours advertise apartments online with great results. We’ll help you create a customized keyword strategy and campaign of optimized ads for you, perform ongoing campaign maintenance, and provide you with clear reporting and unlimited support so that you can hold us accountable. Leave the insights to us, and we’ll show you proven results. Let’s talk conversions! Schedule your free consultation here.

About the Author

Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising and copywriting, she has helped a multitude of clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.