How to Create Audiences in Google Analytics

Key Takeaways

remarketing is already an important part of your PPC campaign strategy but as we want to find more wins and as marketers are getting more in tune with how important audiences can be it's important for us to find new ways to build even more specific audiences to be able to speak to people on a more granular level and really match our message to what they're looking for based on what they've done on our website in Google Ads there are a number of different remarketing audiences that you can make just within the google ads interface but today I want to talk specifically about Google Analytics and some of the really cool nitty-gritty breakdowns you can make within the platform let's hop in in the Google Analytics interface we'll need to head to the admin section and then in this property column second one here scroll down just a little bit and you'll see audience definitions click on that and then audiences that will open the audience builder here you'll see any of the audiences that have already been created in the account so what's happen and create a new audience the builder will pop up there are some preset audiences you can use in here if one of these seems like it could be important for you you can go ahead and create that but for the sake of running things through today I want to create a new audience so here you'll see all of the different aspects of the audience builder over here on the left is the high level navigation and within each of those you'll find different ways to segment the users who have already been on your website and tracked through Google Analytics so on the demographics tab most of this is pretty high level information you can target based on age gender language what affinity audience or in-market audience they were a part of location all sorts of breakdowns one of the benefits is that you can easily click into any of these text fields you'll let it load for a second and it will pre populate some of the things that you might not know instead of typing in English you would want to just choose the en-us or any of the other language codes the are already preset for you we can also target based on technology so the operating system browser mobile device brand that somebody is using we can also target on behavior the different sessions transactions they've had one of my favorites is to use traffic sources I like to target people from some of my efforts in cross channel so if let's say you want to target everybody that you targeted in a LinkedIn campaign I might come in here and type in LinkedIn and then it will show up over here on the right so any user who came to my website with LinkedIn as a part of the campaign name will be part of the audience that I've just created let's take that off for just a second you can also create more advanced conditions and sequences based on the actions users have taken on your site so let's just create an easy example here let's say we want to target people who are ages 25 to 34 and 35 to 44 just for sake of example we'll hit apply and the audience definition box will show up to show you who you have targeted you can then see the number of users in that audience over the past seven days who've been to your site and the more interesting part is to pay attention to eligibility based on the targeting information here I am only able to use this audience on the Google Ads Display Network if I were coming in here to create an audience specifically to use for RLSA or some other purpose I wouldn't be able to do that because of the choices that I've made in my audience definitions if you're trying to create something for RLSA you might need to come back in here change who you're targeting let's get rid of the age because I know that's what's causing the issue and instead let's just say people who came to the website from a Chrome browser so just click in here chrome pops right up at the top we'll hit save now you can see the eligibility has gone up quite a bit we can use this in display search it's available for Google Analytics and it's also part of the external nice list we've got a good amount of audience users there so we can just name the audience Rome users hit next step and this is where you'll actually publish it to your Google ads of capped if your Google Ads account and your Google Analytics account have been linked you should be able to click this AB destination drop-down and your Google Ads account will show up in here just check the box hit OK and then publish and you're done within the Google Ads platform you can easily filter to find any audience that has been created in Google Analytics by choosing filter and then data source it'll create a list of different checkboxes just click Google Analytics hit apply and any of the audience's that were created in Google Analytics and imported to your Google Ads account will show up here you can then add them to your campaigns just in the same way you would with any other website visitors audience thanks 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