Audience Data Review and Exclusion Process

Objective:

To review audience data every 4 weeks, exclude low-performing audiences, improve cost per conversion, and refine targeting on Google Ads.

Key Steps:

1. Go to Google Ads and navigate to “Audiences” > “Audience Segments.”
2. Ensure audience segments are enabled for tracking.
3. Review key metrics like cost per conversion, conversion rate, and click-through rate.
4. Identify audience segments with a cost per conversion 2-3 times higher than the average.
5. Check for significant impressions and clicks for fair evaluation.
6. Remove poor-performing audience segments from observation.
7. Scroll down to exclusions and click “Edit Exclusions.”
8. Select the type and specific audience segment to exclude.
9. Save the exclusion to prevent ads from targeting the segment.
10. Filter by impressions to identify high impression segments with zero or minimal conversions.
11. Repeat the removal and exclusion process for all identified poor-performing segments.

Cautionary Notes:

• Be cautious when excluding audience segments with minimal data or low spending.
• Avoid pausing segments that may disrupt campaign learning mode.
• Consider the impact on campaign performance before excluding segments.

Tips for Efficiency:

• Regularly review audience data every 4 weeks.
• Prioritize excluding audience segments with significantly higher cost per conversion.
• Monitor impressions, clicks, and conversions to make informed decisions.
• Consider creating dedicated campaigns for specific high-performing audience segments.
• Seek assistance from Creekside Marketing for any questions or clarifications.