Ever wonder how to target the best and most relevant audiences in Google Ads using Display or Demand Gen campaigns? The answer is quite simple. Use Lookalike Audiences by uploading customer lists into Google Ads. This helps Google Ads analyze your customer base for demographics, firmographics, and other behaviors or affinities to build a list of audiences that closely resembles or matches your current customers. 

You can also segment your customer lists by countries or sales segments for better lookalike matching and targeting in your display and demand gen campaigns.

Lookalike audiences in Google Ads are the best audience to target in Display and Demand Gen campaigns. To create lookalike audience in Google Ads, you need to upload a list of your customers (preferably the best ones or ICP). Make sure the list is substantial (at least above 3000 contacts)

Let’s build Google Ads Lookalike Audience using this step by step guide.

In the left side menu, click on Tools>Shared Library>Audience Manager

Click on ”+” sign and choose Customer List to build  a new customer list

Choose Data Source “Upload a file manually” and click on continue

Choose a customer type that you have currently implemented as conversion goal for campaign optimization.

Choose Data Type “Upload Emails, Phones, and/or Mailing Addresses”

Upload the audience list in csv format

Set an Expiration Date

Click on Save and Continue

Create a Lookalike segment in your new campaign

Follow the steps below to create a Lookalike segment in your campaign:

• Create a Demand Gen or Display campaign.
• Add an audience at the ad group level.
• Click New Audience in the Audience dialogue box.

• Click in the “Add or create Lookalike segment” search box and the “Lookalike Segment” dialog box.
• Click New Segment.
• Add a Lookalike segment name in the “Segment name” dialog box.
• Choose from or upload at least one seed list in the “Seed list” dialog box. You can add up to 10 seed lists.

• Enter and select the countries or regions you want your lookalike segment to target in the “Locations” dialog box.
• Choose “Narrow,” “Balanced,” or “Broad” with the slider in the “Lookalike segment” dialog box.

• Click Save.

Now you are ready to target the new lookalike audience – the best audience available on Google Ads.

Remember, you need to regularly update your seed audience (one a month or at least once a quarter) to keep getting the best performance from your lookalike audiences.

Pro Tip: You can further narrow this audience by adding demographics filters and other affinities or criteria in Google Ads audience targeting settings. Use your top KWs to find inmarket or affinity audiences and implement them in AND conjunction  with your lookalike audiences to narrow the targeting criteria.

Still feeling confused? Get help from Experts!

Mindless helps businesses get the best performance out of their Google Ads account. We have helped our B2C clients achieve 20x return on ad spend and B2B clients lower CPL by 20% while improving lead quality and funnel conversion rates. We have managed over USD 60M in ad spend across Google Ads, Facebook/Instagram Ads, LinkedIn Ads and other digital marketing campaigns. If your business is facing a challenge in optimizing Google Ads or other paid media channels, then book a free consulting session with our experts and find out how we can help your business achieve new heights.

You can also mail us on sales@mindless.digital for any queries.

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About the author:

Pragun Jain is a seasoned digital marketer who has worked with over 500+ businesses ranging from billion dollar SAAS enterprises to 5-star hotel chains, restaurants and retail stores. He has managed over USD 75M in paid media spend across Google Ads, Meta Ads, LinkedIn Ads and other digital marketing channels.

You can visit his LinkedIn profile here.

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