Check out our video about Google AdWords Audience Exclusions and specifically, how you can exclude people who have already converted on your website. You might want to exclude people who have completed your Google Analytics Goals including sales, newsletter sign-ups, leads, email contacts, and more when you are running Google AdWords search campaigns or Display advertising campaigns. For example, it doesn't make sense to serve Google AdWords Remarketing ads to people who have already completed your conversion. You will be wasting your budget and our video will show you how to optimize your Google AdWords budget.
Video Description:
We start by describing how you go into Google Analytics and create an audience to exclude. You probably want to exclude people who have already completed Goals. In addition, you can target people who have completed Goals separately if you have follow-up offers. You want to go to Google Analytics under Audience Definitions and create new audiences that can be used for either targeting or exclusions. For our example, we created an audience for everyone that filled out our newsletter form and got redirected to the confirm page. We can exclude that audience with ease so we aren't targeting those people as we look for new subscribers. We can also target that audience with ease if we have another promotion or if we are trying to sell.
Once you create your audience, you want to publish it to Google Analytics and Google AdWords. That audience will dynamically change over time and continue to add with more people. Since we set the audience duration at the max time of 540 days, we will keep people on this audience for over a year, ensuring we never have to target them with ads.
We then go back to Google AdWords and refresh the page so that the audience can publish. We have a Google AdWords display advertising and search campaign open. We show you how to add Audience Exclusions at the campaign level for both campaigns. The process is exactly the same and it involves you clicking on the campaign, going to Audiences, going to Exclusions, and adding the new Audience we just published into Google AdWords.
This is a short video tutorial about Google AdWords Audience Exclusions and there are a lot of different applications you can try. For example, you can exclude people who have bought a specific product from you over the last 30 days. Once 30 days passes, maybe you have more products that you are ready to offer them for sale. In addition, you can set-up frequency capping on your Google AdWords Remarketing campaigns to avoid showing the same ads to the same people too many times.
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