Audiences already play an import role in search campaigns. Most companies have Google Analytics set up, so creating audiences in their Google Analytics account and moving them across to Google Ads should be a relatively straightforward process.
The two main reasons to create/use audiences from Google Analytics:
For remarketing campaigns (regardless of channel).
For additional first-party data points for your search campaigns.
To get started:
Go to the Google Analytics interface, go to Admin
Then in the Property column, you'll see Audience Definitions, click on that, then select Audiences.
That will open the Audience Builder. Here you will be able to see any of the audiences that have already been created.
If you want to create a new audience, select the Red Button +New Audience (in order to see this option you need to have the right user rights settings).
Once you select the button the audience builder will pop up. There are some pre-made audiences to select. But for the sake of this article let's create a new audience.
Select the Create New button
Here you will be able to see all the aspects we can use in order to build an audience (located on the left).
Top Tip: If you click into some of the fields, let it load, and it will pre-populate some of the things that you might not know
Traffic Sources could be an interesting audience segment to use. You could create audiences based on your existing Paid campaigns (example: Search or Social), or earned media.
You can also create Audiences based on Advanced Conditions or Sequences:
Once you have defined your audience, hit Apply
The Audience Definition box will show up which will summerise who you have targeted, the number of users over the last 7 days, and the eligible campaigns this audience could be used in.
As an FYI:
Membership duration: You can change the membership duration for this audience from 1-540 days. This represents the number of days a user will remain in this audience.
Lookback days: The Lookback days period is how many previous days are taken into account when creating your new audience. The options you have are: 0, 7, 14, 30
FYI: 0 days is just today.
Once you are happy with the Audience Definition, the Membership Duration, and the Lookback Days you will need to give the audience a name and click Next Step.
The name you give it now will be the name that is used in Google Analytics and wherever you send the audience to (I.e. Google Ads)
Once you click Next Step you will now be given the choice to publish the audience to an account. If you want to use the audience in Google Ads you will need to link the Google Ads and Google Analytics accounts.
(Screenshot below is taken from WeDiscover Analytics account -- in the instance where you Google Ads and Analytics accounts are linked, the option to send the audience to Google Ads will show here)
Once you select the Google Ads account you want, press Publish.
In your Google Ads account, if you go to Tools & Settings --> Audience Manager, you will be able to see a list of audiences that you have available.
In order to see the audiences which have been created in Google Analytics, filter by Source then select Google Analytics