What is Prospecting on Google Ads Display For?

Learn how to prospect an effective Display campaign on Google Ads

- 5 Minutes read

Prospecting is a methodology intended for searching new potential users. Thanks to platforms like Google Ads, the prospecting technologies have become way much more accurate and specific, you can now reach a broader amount of potential users and segment new audiences with more accuracy.

First of all you need to investigate your vertical by using the adequate tools, such as price monitoring tool. After analysing the vertical and filtering users that may be interested in your products, it is necessary to make a good first contact with them to convert the potential user in client at the end.

Google Ads

Custom Intent Audiences

Custom intent audiences allow you to segment your ad groups according to the keywords used by users on their searches. This way, you can allocate your ads directly to those users that indicate a search intention (even if there’s no intention to buy) and impact them with your ads in the Display Network.

To impact these audiences that haven’t visited your website, you need to trust Google’s intelligence system.

You can create your custom intent audience from: Tools & Settings > Shared Library > Audience Manager > Audience Lists > Custom Audiences > Click on plus button > Custom intent.

Three fields will appear next:

  • Name of the audience: This is an intern name, so try to write the most descriptive name you can think of to define your custom audience.

  • Include people based on: In-market keywords (HIGHLY IMPORTANT!).

  • Keywords and URLs: Here you need to add both target keywords and competitors’ URLs.

You can insert your website and, right in the “Ideas” tab, different keywords related to your website will appear. Select those more convenient for you and, afterwards, delete your domain (we will work with this audience in Retargeting).Add keywords and URLs until the tab “Size of the audience” has reached a minimum of >100k weekly estimated impressions.

Independently from the type of ad you end up choosing, you need to define the message you are sending very well. Keep in mind that you are going to impact users that don’t know your website yet. Thus, your ads need to be visual and descriptive at the same time. They need to catch their attention and go straight to the point of what you are doing, in order to save time with irrelevant clicks and to optimize the campaign.

Similar Audiences

Similar audiences are a typology of segmentation based on your own data lists. These lists are created automatically from the remarketing lists, and are updated also automatically.

This functionality allows you to reach new users that have similar characteristics with your current users. It’s interesting because Similar audiences learn automatically from all the data collected to improve its performance in real time.

The automatization of Similar Audiences is only possible if a valid list is configured in your Audience Center from Google Ads.

Google Ads

Strategy development

Here in this case we are going to use the most common audience all Google Ads accounts share: An audience similar to all users that converted.

“All users that converted” is a retargeting audience created automatically when the conversion tracker is configured from a Google Ads account. By default, when you create any retargeting audience in Google Ads, another similar audience is created if the retargeting audience meets certain criteria. Thus, if you go to Tools & Settings > Shared Library > Audience Manager > Audience Lists, you will check all the similar audiences made from your retargeting audiences.

Just as in the last strategy, your ads should be clear and visual. You need to make clear what you are selling and to catch the attention of the user at the same time.