Learn More About Your Audience With These Steps

When you want to create effective Google advertisements, you should look to your customers for guidance. Knowing your customers, as this blog has addressed previously, is one of the key elements necessary for proper ad development.

Today we’ll reference that blog post and expand on the multiple ways in which you can learn more about the people interested in your products. By using Google Ads’ Audience Insights tool, considering your customers in a fictional scenario, and reaching from generalized scenarios into personal feedback, you can get to know your audience better than you ever thought you would.

Audience Insights

One of the most powerful tools at your disposal is the Audience Insights tool. It will allow you to gather valuable information about the individuals who visit your website. After some quick setup, described below, you will begin generating lists of visitors’ demographics, locations, and devices they use.

Setting up Remarketing

In your Google Ads dashboard (formerly AdWords), you can follow the directions found here to set up remarketing lists on your website. This is necessary for Audience Insights to function.

Select the “New” or “Previous” tab in those instructions, depending on the Google Ads dashboard type you use. If you look at the top-right corner of your dashboard, a wrench icon will signify that you’re in the New type, and a gear icon will signify that you’re in the old type.

Following that selection, use the instructions relevant to your specific campaign type – Display Network or Search Network. Then make sure to add the remarketing tag to all the pages of your website. Google Ads will provide you with the tag once you have completed the remarketing instructions.

Making Use of Your Insights

Now you’re ready to access your insights. These steps will get you to the right page:

  • Previous Google Ads dashboard: Click “Shared Library” in the side navigation bar. Then click “View” in the Audiences section, and select a remarketing list.
  • New dashboard: Click the tool icon. Then click “Audience Manager” in the Shared Library, and click Audience Insights.

You will see two types of reports in Audience Insights – In-Market Audiences, which shows customers who are in your market because of their previous purchases, and Affinity Audiences, which features customers who may like your products because of their lifestyles or long-term interests. You can browse those audiences interests to match them in your new or existing ad campaigns.

The Audience Insights tool will also allow you to see breakdowns of the demographics, locations, and devices of your website’s visitors. This will offer even more information about how you should tweak your campaigns to meet the preferences and demographics of your target populations.

Create a Fictional Scenario

Audience Insights is useful for business that already have a following. But what if you’re just starting out?

When you take your first steps in Google Ads, it can be useful to create a fictional scenario to determine what your customers might want. Consider again our previous blog post that talks about a coffee distribution company’s customers.

The blog post suggests that a high-end distribution company would fit customers who are in the middle- or upper-class, who are pressed for time, and who want to look sophisticated in their choice of beverage.

We determined that those customers would want to drink a great-tasting cup of coffee, save time by having the coffee delivered to their doorsteps, and impress others with the class of the product.

You can follow that same path in your own fictional scenario. Start with your real product and expand from there. If you sell software as a service, ask yourself who would be most likely to need it. If you sell organic candles, ask yourself who would be interested in organic products that are more of a luxury than a need.

This may seem like a game, but it’s certainly not a waste of time. Once you have a handful of characteristics for your potential customers, create some ads that send people to your website, and refine your techniques with the Audience Insights tool.

Personal Traits From Interviews

Eventually, you will have a few customers who you can speak to in person. Take advantage of that gift by asking your customers exactly why they are drawn to your company.

You can ask buyers why they like and have a need for your products. You can also use individual conversations to hear how customers speak, which can be reflected in future ads. If they use slang terms in friendly speech, don’t be afraid to mimic those patterns in your headlines or descriptions. The word “y’all,” for instance, is readable while being relatable to people from parts of the southern U.S.

As long as your ads continue to convey important information, you can take chances in the type of slang you use in your text. When your customers use the same phrases as each other, it makes sense that they would respond to ads containing those same phrases.

Your conversations can also reveal what sorts of activities excite your audience. Their personal interests may not relate to your specific product lineup, but your ads can address those activities through their targeting features. You may even reveal some personal interests that Audience Insights did not catch.

Furthermore, you can gain similar information by offering surveys to your existing customers. Open-ended questions – not multiple-choice – let customers respond in a manner that mimics natural speech while capturing information about how they engage with your products.


When getting to know your customers, you have a number of effective tools at your disposal. If you can put all the pieces together, Google Ads will compliment your own fictional scenarios and personal conversations to create a solid picture of the customers you should address.

Take time to learn everything you can about your audience. Then you can build ads that are efficient in their conversions. Atria is always here to help with any step along the way.