Google Ads’ New Optimized Targeting Extends Your Campaign’s Lifespan

What is Optimized Targeting?

Optimized Targeting is the newest Google Ads feature that allows you to expand your targeting beyond your originally designated audience. 

A select number of advertiser accounts have already gained access to the feature in the past month.  

Optimized targeting works by analyzing data such as keywords on your landing page or creative elements like headlines and copy. It then uses that data to find new audiences that meet your campaign objectives. Think of it as an additional tool in your arsenal for finding Facebook users who are most likely to engage with your ads. 

What is the Purpose of Optimized Targeting?

Optimized Targeting’s primary goal is to expand your reach. This provides a new way for you to potentially re-ignite campaigns that are long in the tooth.

Here’s Google’s explanation of the benefits of this feature:

Depending on your campaign’s goal, optimized targeting can help you reach new and relevant audiences that are likely to convert. Optimized targeting looks beyond manually-selected audience segments in your campaign to find audience segments that you may have missed to improve the campaign’s performance.” 

– Google

.Optimized Targeting will utilize algorithms to find you additional conversions. 

Here’s an example of how it could work for you:

Let’s say you own a home fitness site for promoting weight loss offers and have been using Google Ads to obtain traffic. Optimized targeting would expand your targeting to users who are likely to convert by using real-time conversion data to create a new profile of potential converters. That data could be based on google searches relating to types of fitness equipment or clicks to mainstream fitness sites. 

It gives you a new option for finding untapped audiences. 

When to Use Optimized Targeting

Optimized Targeting is best used if any of the following apply to your current targeting strategy:

• Your results are trending in a disappointing direction.
• You want to acquire new customers beyond your existing audience that still align with your goals.
• You’re looking to increase your conversions but want your bids and cost-per-customer to stay the same.
• You’re looking for new ways to scale your campaign. 
• You want to identify which people are receptive to your campaign and creatives. 

How to Use Optimized Targeting

All advertiser accounts will eventually feature have Optimized Targeting automatically integrated.

You’ll be able to find its performance metrics under other “Totals” under your “Audience”.