If you look around Google’s data of the past few years, you’ll discover that it has been noticeably considering the online activities of audiences.

Google has gone from introducing to in-market audiences to the release of detailed demographics.

This happened due to the fast-moving nature of search advertising and this is why it is suitable for PPC as you have to keep pace and constantly offer quality work.

The search marketing could be critical if you don’t understand the do’s and don’ts of the practice.

DO:- Increase Audience Depth

The first do is increasing audience depth, but what actually an audience depth is?

It is the spend through all audiences divided by total spend.

The next is modified audience depth and it is the spend through all audience including a bid modifier applied divided by total spend.

Increasing audience depth offers you more audience optimizing data. Even though the audience delivers a poor CPA, but that can considered to be a good piece of data as marketers can optimize it.


1) DON’T:- Excessively Depend on Third-Party Data

You can rely on the third-party data but go excessively.

However Google and Facebook are trying to prove that their tags and pixel should be counted as the first-party, the forthcoming release of ITP 2.1 is one example showing how cookie-based audiences are restricted more in numbers, and conversion tracking.

2) DON’T: Use a One-Size-One Content Approach

Your audience base may be full of variety and therefore one size-one content approach may not work.

It could be better to make refined RLSA list segmented on the basis of recency and intent and try to maintain their mutual exclusiveness with the help of custom combinations.

For example, if you’ve three intent groups, “site visitors”, “cart abandoners”, and converters, try to split the groups by duration of 7 days, 30 days and 90 days.

This is granularity or fine segmentation and this helps in making an audience base to small to target or gather important data.

Having audiences for which you can’t make meaningful decisions is of no use. Rather, think about creating a 540-day audience list for each one of your intent groups.

Around one week of audience group creation, you’ll notice how large it has become, and calculate how much expansion it will get, and then conclude how granularly you want to segment that list.

3) DO:- Secure Your Accounts for Future Using More First-Party Data

Now, it’s time to use first-party data to secure your accounts keeping the future in the mind.

Use Customer Match has the benefit of not being limited to site visitors.

You can also divide Customer Match lists on the basis of available information. Remember audience stills valuable for Customer Match.

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4) DO:- Consider Excluding Audiences

Exclude audiences who are already in your funnel. For instance, if your goal is to generate a lead, you would like to leave who have already signed up.

At a later stage, you could remarket to these audiences while optimizing KPI like revenue.

5) DO:- Use In-Market Audiences, Detailed Demographics & Demographics to the Fullest

In-Market Audiences

Google says in-market audiences are better prospects for acquisition over similar audience having lower average CPAs.

Relatively these audiences are easy to work with, as you only have to apply them to campaigns over creating audiences in the shared library.

Select those audiences which are relevant to your offering with maximum score, or utilize the Audience Insights tool in Google Ads to discover the interests of your site visitors.

Demographic Targeting

Google recently added detailed demographics to its targeting options, and that allows you to change bids on the basis of marital status, education, parenting stages, and home ownership status.

There is no need to superimpose this data on your bidding to maximize audience depth.

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Demographics directly take you to optimize your bid modifiers to get an equal CPA throughout the different ages and gender.

6) DON’T:- Utilize Custom Combinations for RLSA Audiences

For RLSA audiences, you won’t need custom combinations as well as audience segmentation by recency. You just need to set one 540-day audience, and Google automatically identifies the duration of a user’s most recent visit to the site.

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7) DO:- Add Every In-Market Audience

If you have a chance of adding in-market audiences, and then add every similar audience to the list. As said at the start the idea is to maximize the audience.

Therefore, if in-market audiences are added, there will be more acquisition and more revenue.


Google has been structuring online searching and marketing in a profound way.

It has eminently focused on improving search marketing.

Therefore, it has brought audience types.

In this article, you’ll find 7 do’s and don’ts of search marketing.

Hope you find the article relevant for your use.

DSIM Blog is created to help you to know all aspects of Digital Marketing ranging from basics of Digital Marketing to Advance Level Topics, Read our posts and feel free to reach our team for any queries.

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