An effective paid media campaign requires not just targeting certain users, but excluding others. There are four Google Ad exclusions you may want to use. The first are page visitors on certain days, such as Black Friday, which has a lot of visitors who come only for a one-time doorbuster. The second are app users, who should not be seeing re-marketing ads intended for non-customers. The last two recommended exclusions are for certain site searches (e.g., “forgot password”) and event actions (e.g., low engagement users who don’t even scroll down the main page). Whether you use these four exclusions is your call; it all comes down to user intent and your campaign goals.
- In order for an organization to have effective online advertising, sometimes it is better to decide on what audiences to exclude, contrary to what many organizations may believe.
- Negative audiences can impact your site, but sometimes will not bring lasting benefits to your company. Blocking out certain dates or app audiences that already use your products can be effective.
- Using Google Analytics efficiently can help you evaluate customer intent. Its a valuable resource knowing the context of searches on your site or the amount of support page visits.
“Negative audiences can help guide just the right users down the funnel. Negative audiences can also help keep the completely unwanted traffic from seeing your ads.”