How to use Audience Signals for your Google PMax Campaign

Table of Contents

What is Audience Signals?

Audience Signals are a list of audiences that suggest to Google Performance Max Campaign who are your ideal target audience.

We do need to take note that Audience Signal is not Audience. Meaning, it may/may not target the audience list you added, it is just signals to the artificial intelligence on the people that you like to target. Google may then try to find similar audiences if it finds it useful in achieving your set goal.

Why you should use Audience Signals?

There are a few use cases:

Kick-start the campaign

When a new pmax campaign get launched, it will not have any data to support the AI in making initial decisions. This result in a long learning time before your campaign really start to shine. Giving it a list of audience, give it an idea who it should start targeting to get some results. So if you have a huge list of good audience in your CRM. Use it to reduce learning time and get better performance from the get-go.

Enrich campaign performance

Similar to kick-starting the campaigns, adding Audience Signals can help the AI to recognize patterns such as demographics and interest to aid in learning. This usually help with better ads placement and better CTR.

Finding new audience

If you find that pmax is running stale and not improving. By giving pmax audience signals, it can cast a wider net to reach more people for learning.

How to activate Audience Signals

Go to the asset group of your pmax campaigns

Under the "Your data" column, select "add your data"

Select the audience list in the option or create a new one.

Conclusion

Many critics say that there are not many levers you can pull in a pMax campaign, and they stay away from it out of fear. But AI generally is able to compute huge data much better than how we can optimize them. Audience signal is a great lever to help AI to better reach your goals. My suggestion is always let AI do its job, but we can be assisting it by giving hints. Much like teaching a child, we can't control it fully but we can guide it to develop into our ideal profit engine.