People, not just keywords, are the ones making purchases! Google recognizes this by prioritizing audience targeting over keyword targeting. This shift is evident in their investments in features like remarketing, RLSA, similar audiences, demographic details, and the enhanced customer match.
Earlier this year, Google caused a stir by announcing targeting based on major life events, like getting married. Now, this exciting life event targeting feature is available to all advertisers and agencies within their AdWords accounts!
Setting Up Life Event Targeting in AdWords
Life event targeting is set up at the ad group level, specifically for video or Gmail-only campaigns. Here’s how:
- Go to the audiences tab within an ad group.
- Select “Intent and life events.”
- Choose from various in-market audiences or life events.
- Refine your targeting by specifying users preparing for a life event (e.g., about to graduate) or those who have recently experienced it (e.g., recent graduates).
- Further refine your audience by layering life events with in-market audiences, affinity audiences, remarketing lists, or similar audiences.
In Gmail campaigns, you can use audiences as either targets to narrow your ad reach or observations to adjust bids based on users experiencing a specific life event. Life event targets can also be excluded at the campaign or ad group level.
Targeting Significant Life Events
Google currently offers three main life events for targeting: College Graduation, Marriage, and Moving. Let’s delve into each one:
College Graduation
Targeting graduating students entering the workforce presents a prime opportunity for businesses. Job-hunting services or companies seeking new talent can benefit greatly.
Besides the obvious, advertisers can tap into the subtle needs of this demographic. Apparel companies might find increased demand for professional attire suitable for interviews and the workplace. Conversely, education advertisers might choose to exclude college graduates unless they offer graduate programs.
Marriage
Planning a wedding involves a considerable amount of work, preparation, and shopping!
This is my blog post, so I’m allowed to share my wedding pictures. Photo credit Josh London Photography
Couples preparing to tie the knot create a significant market for various products and services. Wedding planners, venues, DJs, caterers, florists, jewelers, rental suppliers, photographers, videographers, and card providers all have a stake in this multi-billion dollar industry.
Additionally, honeymoon planning opens doors for travel advertisers to engage with this audience. Retailers also see a surge in demand as couples create wedding registries, often focusing on home goods and appliances. Bryant Garvin at Purple successfully captured attention with mattress ads targeting this demographic.
The need for products and services doesn’t end after the wedding. Newly married couples enter a phase of nesting and home improvement, often purchasing furniture, renovating, and planning their lives together.
This life stage also brings financial considerations like setting up joint healthcare plans, retirement accounts, and navigating tax implications. Google Ads provides ample opportunity for advertisers to connect with these couples. While home buying and family planning might be on the horizon, for now, we’re grateful to avocado toast for keeping those thoughts at bay!
Moving
Moving can be incredibly stressful. This presents a valuable opportunity for advertisers offering moving or storage services. Real estate companies can also benefit by targeting individuals planning a move and looking to buy or rent a new home using Google’s In-Market audiences.
Once settled, newcomers need to find local services, creating opportunities for countless local businesses. The demand for restaurants, shops, gyms, doctors, dentists, schools, and other services rises significantly.
Targeting these life events allows you to attract new customers more effectively and foster long-term loyalty.