{"id":634608,"date":"2024-09-06T14:30:00","date_gmt":"2024-09-06T11:30:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-to-conduct-audience-research-for-paid-search\/"},"modified":"2024-09-06T14:30:00","modified_gmt":"2024-09-06T11:30:00","slug":"how-to-conduct-audience-research-for-paid-search","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-conduct-audience-research-for-paid-search\/","title":{"rendered":"#How to conduct audience research for paid search"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3ac44dc4a8a\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3ac44dc4a8a\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-conduct-audience-research-for-paid-search\/#Enhance_your_audience_research_strategy_with_insights_into_pre-build_mid-flight_and_post-campaign_analysis_for_Google_Ads\" >Enhance your audience research strategy with insights into pre-build, mid-flight and post-campaign analysis for Google Ads.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-conduct-audience-research-for-paid-search\/#Pre-build_research\" >Pre-build research<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-conduct-audience-research-for-paid-search\/#Outside_Google_Ads\" >Outside Google Ads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-conduct-audience-research-for-paid-search\/#Inside_Google_Ads\" >Inside Google Ads<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-conduct-audience-research-for-paid-search\/#Mid-flight_analyses\" >Mid-flight analyses<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-conduct-audience-research-for-paid-search\/#Audience_performance\" >Audience performance<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-conduct-audience-research-for-paid-search\/#Audience_insights_and_indexes\" >Audience insights and indexes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-conduct-audience-research-for-paid-search\/#AB_testing\" >A\/B testing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-conduct-audience-research-for-paid-search\/#Search_query_reports\" >Search query reports<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-conduct-audience-research-for-paid-search\/#Post-campaign_readouts\" >Post-campaign readouts<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-conduct-audience-research-for-paid-search\/#Did_your_target_audience_behave_the_way_you_expected_them_to\" >Did your target audience behave the way you expected them to?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-conduct-audience-research-for-paid-search\/#How_did_your_creatives_perform\" >How did your creatives perform?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-conduct-audience-research-for-paid-search\/#What_did_your_search_query_reports_and_audience_insights_reveal\" >What did your search query reports and audience insights reveal?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-conduct-audience-research-for-paid-search\/#Make_audience_research_an_ongoing_effort\" >Make audience research an ongoing effort<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Enhance_your_audience_research_strategy_with_insights_into_pre-build_mid-flight_and_post-campaign_analysis_for_Google_Ads\"><\/span>Enhance your audience research strategy with insights into pre-build, mid-flight and post-campaign analysis for Google Ads.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nPaid search isn\u2019t <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a>ly at the top of marketers\u2019 minds when they think about audience planning, but it\u2019s a vital part of all campaigns.\u00a0<\/p>\n<p>Though paid search is a \u201cpull\u201d instead of a \u201cpush\u201d marketing channel, there are still plenty of audience signals to implement when building and optimizing PPC campaigns.\u00a0<\/p>\n<p>Search is a unique channel because customers <strong>tell you<\/strong> who they are in their search queries and path to purchase journeys (i.e., <em><a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">YouTube<\/a> &gt; search attribution paths<\/em>).\u00a0<\/p>\n<p>Conducting audience research is a huge variable in campaign preparation, mid-flight optimization and post-campaign analysis.\u00a0<\/p>\n<p>For this article, we\u2019ll focus on Google Ads, but the same concepts <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ly to anywhere else you may be running a search campaign.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-pre-build-research\"><span class=\"ez-toc-section\" id=\"Pre-build_research\"><\/span>Pre-build research<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-outside-google-ads\"><span class=\"ez-toc-section\" id=\"Outside_Google_Ads\"><\/span>Outside Google Ads<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The first half of audience research in the pre-build state takes place outside of Google Ads and lives within your organization.\u00a0<\/p>\n<ul>\n<li>Who is your target audience?\u00a0<\/li>\n<li>What are you trying to tell them?\u00a0<\/li>\n<li>Have you conducted research or focus groups around who they are and what resonates with them?\u00a0<\/li>\n<\/ul>\n<p>Start here. Once you know your target customers and have a good sense of the language you think will connect them to your brand, you can apply these learnings to your search campaigns.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-inside-google-ads\"><span class=\"ez-toc-section\" id=\"Inside_Google_Ads\"><\/span>Inside Google Ads<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When starting to build a campaign, you\u2019ll use the existing knowledge about your audience to set campaign-level targeting, like what devices your customers usually convert from (using Google Analytics or another source of truth) or which countries you can sell in\/ship to.\u00a0<\/p>\n<p>Have you formerly had a poor mobile experience, but the site has been updated and you can\u2019t wait to send users there?\u00a0<\/p>\n<p>Are most of your customers in the United States, but you\u2019ve earmarked a media budget to expand into Canada?\u00a0<\/p>\n<p>Even setting a location target or device target is noting where your audience is and how to best reach them.\u00a0<\/p>\n<p>From there, at the campaign or ad group level, you\u2019ll be prompted to apply audiences for \u201cObservation\u201d or \u201cTargeting.\u201d <\/p>\n<p>You will not be able to conduct any meaningful research if you do not apply these.\u00a0<\/p>\n<p>Applying an audience under Observation mode means you\u2019ll be able to gather insights about that segment, but you <strong>will not<\/strong> be narrowing your potential reach.\u00a0<\/p>\n<p>Observation is a great option for all campaigns to pull reports mid and post-flight to see how different audiences engage with your ads.\u00a0<\/p>\n<p>If you choose to use Targeting mode, you\u2019ll only serve ads to people who are both on that list <strong>and<\/strong> searching for your keywords or product.\u00a0<\/p>\n<p>Targeting is a helpful way to designate different ad copy for a specific segment, such as returning customers or loyalty club members who get different perks than new customers.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"615\" height=\"822\" alt=\"Google Ads - Edit audience segments\" class=\"wp-image-446305\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Edit-audience-segments.png.webp 615w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Edit-audience-segments-253x338.png.webp 253w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Edit-audience-segments-449x600.png.webp 449w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Edit-audience-segments-85x113.png.webp 85w\" data-lazy-sizes=\"(max-width: 615px) 100vw, 615px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Edit-audience-segments.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"615\" height=\"822\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Edit-audience-segments.png.webp\" alt=\"Google Ads - Edit audience segments\" class=\"wp-image-446305\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Edit-audience-segments.png.webp 615w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Edit-audience-segments-253x338.png.webp 253w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Edit-audience-segments-449x600.png.webp 449w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Edit-audience-segments-85x113.png.webp 85w\" sizes=\"(max-width: 615px) 100vw, 615px\"><\/figure>\n<\/div>\n<p><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/support.google.com\/google-ads\/answer\/2497941?hl=en&amp;ref_topic=3122880&amp;sjid=5831560658312210425-NA\">Google\u2019s support pages<\/a> outline in more detail the different types of audiences that can be applied:<\/p>\n<ul>\n<li>In-market.<\/li>\n<li>Affinity.<\/li>\n<li>Custom segments.<\/li>\n<li>Detailed demographics.<\/li>\n<li>Life events.<\/li>\n<li>First-party segments.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-mid-flight-analyses\"><span class=\"ez-toc-section\" id=\"Mid-flight_analyses\"><\/span>Mid-flight analyses<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Mid-flight audience management all counts as consumer research.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-audience-performance\"><span class=\"ez-toc-section\" id=\"Audience_performance\"><\/span>Audience performance<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Tracking the performance of prospecting (in-market audiences, affinity audiences, demographic details, etc.) and remarketing lists will show you how your targeted customers react to your messages.\u00a0<\/p>\n<p>You can find this detail by going to <em>Campaigns &gt; Audiences, keywords and content &gt; Audiences<\/em>.\u00a0<\/p>\n<p>The table can be viewed from an ad group, campaign or account-level perspective. In this view, you will also find demographic information.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"518\" alt=\"Google Ads - Audience demographics\" class=\"wp-image-446304\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Audience-demographics.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Audience-demographics-600x194.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Audience-demographics-800x259.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Audience-demographics-200x65.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Audience-demographics-768x249.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Audience-demographics-1536x497.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Audience-demographics.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"518\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Audience-demographics.png.webp\" alt=\"Google Ads - Audience demographics\" class=\"wp-image-446304\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Audience-demographics.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Audience-demographics-600x194.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Audience-demographics-800x259.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Audience-demographics-200x65.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Audience-demographics-768x249.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-Audience-demographics-1536x497.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>Is one affinity audience converting three times better than another? See if you can apply that learning to another channel or to better inform copy or creative.\u00a0<\/p>\n<p>Is an in-market segment getting nearly zero impressions? Consider if you can reach that group another way or recalibrate your expectations of that ad group or target audience.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-audience-insights-and-indexes\"><span class=\"ez-toc-section\" id=\"Audience_insights_and_indexes\"><\/span>Audience insights and indexes<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Another in-flight audience optimization is to check your audience insights (<em>Campaigns &gt; Insights and reports &gt; Insights &gt; scroll to Audience Insights card<\/em>) to see which audience segments are indexing the highest with your current converters.\u00a0<\/p>\n<p>These can be massive insights about your customers that you otherwise may not have known. <\/p>\n<p>In the screenshot below, it\u2019s great to see the high affinity indexes for \u201cFrequently dines out\u201d and \u201c30 minute chefs,\u201d both of which indicate our customer prioritizes convenience and efficiency.\u00a0<\/p>\n<p>This learning can be applied to our next category of mid-flight research, which is an ad copy or creative test.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"472\" alt=\"Google Ads audience insights\" class=\"wp-image-446303\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-audience-insights.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-audience-insights-600x177.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-audience-insights-800x236.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-audience-insights-200x59.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-audience-insights-768x227.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-audience-insights-1536x453.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-audience-insights.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"472\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-audience-insights.png.webp\" alt=\"Google Ads audience insights\" class=\"wp-image-446303\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-audience-insights.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-audience-insights-600x177.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-audience-insights-800x236.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-audience-insights-200x59.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-audience-insights-768x227.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-audience-insights-1536x453.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<h3 class=\"wp-block-heading\" id=\"h-a-b-testing\"><span class=\"ez-toc-section\" id=\"AB_testing\"><\/span>A\/B testing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Using this same example, you might want to explore designing an A\/B copy test that highlights your brand\u2019s speedy delivery services, your lifetime guarantee, free returns or something else that may resonate with this audience.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-search-query-reports\"><span class=\"ez-toc-section\" id=\"Search_query_reports\"><\/span>Search query reports<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Search query reports, or SQRs, should be run regularly during every campaign\u2019s flight. These tell you exactly what searches are triggering your ads to serve and can be found by going to <em>Campaigns &gt; Search terms<\/em>.\u00a0<\/p>\n<p>The cadence of checking these reports should be set by the amount of data coming in. If your campaign is getting ~100 searches per day, you\u2019ll only need to check it once a week or once every other week.\u00a0<\/p>\n<p>If your campaigns generate thousands of searches an hour, it\u2019s a good idea to check your SQRs daily to ensure you\u2019re negating anything brand unsafe in the first week or two of a flight and then weekly from there.<\/p>\n<p>SQRs are critical<em> <\/em>for market research.\u00a0<\/p>\n<ul>\n<li>How are your customers searching for your products in a brand campaign?\u00a0<\/li>\n<li>Are they frequently misspelling your top-selling products? Are they looking for how-to videos?\u00a0<\/li>\n<li>Are they existing customers looking for support or how to access their account?\u00a0<\/li>\n<\/ul>\n<p>These are <em>all <\/em>interesting behaviors for you as a marketer to know about.<\/p>\n<ul>\n<li>How do customers\u2019 queries match your business in a non-brand or competitor campaign?\u00a0<\/li>\n<li>Does one of your product categories have a sky-high click-through rate that you weren\u2019t expecting?\u00a0<\/li>\n<li>Maybe a new product launch is getting super high engagement but no purchases?\u00a0<\/li>\n<\/ul>\n<p>These insights will help you inform your greater landing page experience, customer support and other marketing channels.\u00a0<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-post-campaign-readouts\"><span class=\"ez-toc-section\" id=\"Post-campaign_readouts\"><\/span>Post-campaign readouts<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Some campaigns will run indefinitely, while those with a firm end date will be analyzed after completion.<\/p>\n<p>Audience insights from a search campaign can greatly benefit other marketing channels and guide the next version of the campaign.<\/p>\n<p>A few things to consider in a post-campaign read-out are:<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-did-your-target-audience-behave-the-way-you-expected-them-to-nbsp\"><span class=\"ez-toc-section\" id=\"Did_your_target_audience_behave_the_way_you_expected_them_to\"><\/span>Did your target audience behave the way you expected them to?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Perhaps your remarketing audiences performed less effectively than your prospecting segments. Does this mean that folks who already purchased something are less likely to buy again?\u00a0<\/p>\n<p>This is probably true for things like SaaS, credit cards or other big purchases, but would be interesting to find out for a CPG or retail item.<\/p>\n<p>If repeat customers are few and far between, are they dissatisfied with what they purchased?<\/p>\n<p>On the flip side, if new customers are trickling in at a snail\u2019s pace, how can you change your messaging or approach to make sure they see the value of your brand?<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-how-did-your-creatives-perform\"><span class=\"ez-toc-section\" id=\"How_did_your_creatives_perform\"><\/span>How did your creatives perform?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>It\u2019s unlikely that all of your ads performed at similar click-through rates, conversion rates or had the same ad strength.<\/p>\n<p>For search ads, check the effectiveness of your text ads and all your assets. Which sitelink was most popular? Did the ad highlighting a promotion blow its counterparts out of the water?<\/p>\n<p>For Performance Max campaigns, which asset group had the best engagement? Was it the one you least expected? Did you test lifestyle images vs. product images and see an interesting breakout of volume?<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-what-did-your-search-query-reports-and-audience-insights-reveal\"><span class=\"ez-toc-section\" id=\"What_did_your_search_query_reports_and_audience_insights_reveal\"><\/span>What did your search query reports and audience insights reveal?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In other words, what did you learn that you can apply to your next test iteration? Are 90% of your customers based in California?<\/p>\n<p>Do you need to make sure your customer support team works PST hours? Did most clicks come in for a query that should have been negated? Are people looking for your loyalty program being sent to the wrong landing page?<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-make-audience-research-an-ongoing-effort\"><span class=\"ez-toc-section\" id=\"Make_audience_research_an_ongoing_effort\"><\/span>Make audience research an ongoing effort<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Customers who come in through paid search are letting you know who they are, both through the demographic data we have about them and through the searches that they complete.<\/p>\n<p>Google\u2019s audience targeting has gotten stronger every year in terms of in-market segments, affinities, and the indexes we can read about compared to the types of conversions happening.<\/p>\n<p>It\u2019s incredibly important to analyze audiences in search campaigns continuously and consider every facet of reporting as audience research for your brand and cross-channel learnings.\n<\/p><\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Grace Mante\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/06\/Grace-Mante.png.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/06\/Grace-Mante.png.webp\" alt=\"Grace Mante\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Grace Mante<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/grace-mante\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Grace Mante is a paid search expert who has worked with over 100 clients across nearly every vertical (yes, even concrete drainage solutions). She&#8217;s managed budgets anywhere from $1k-$100M per quarter, and loves to find ways to make search best practices work for niche businesses. When she&#8217;s not diving into rabbit holes about the future of AI, she is chasing annual reading goals and trying to get outside for as many long walks as possible.                 <\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/audience-research-paid-search-446301\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Enhance your audience research strategy with insights into pre-build, mid-flight and post-campaign analysis for Google Ads. Paid search isn\u2019t generally at the top of marketers\u2019 minds when they think about audience planning, but it\u2019s a vital part of all campaigns.\u00a0 Though paid search is a \u201cpull\u201d instead of a \u201cpush\u201d marketing channel, there are still&#8230;<\/p>\n","protected":false},"author":1,"featured_media":634609,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-to-conduct-audience-research-for-paid-search.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[142591,107942],"class_list":["post-634608","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google-ads","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/634608","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=634608"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/634608\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/634609"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=634608"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=634608"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=634608"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}