Display Ads Targeting for Tourism Spring Break 2020 Title

With spring break approaching, your business’ ads need to appear in front of the right people at the right time. Whether you’re marketing a travel agency, tourist attraction, restaurant, or other travel destination, adjusting your Google Display Ads targeting can help you reach your goals!

People settings for Display Ad ad groups include both Targeted Audiences and Targeted Demographics.

Audience Targeting Types

When you apply audiences to your ad group, they are aggregated to serve your ad to the relevant audience. Google uses a few different audience types for targeting:

  • Detailed Demographics: Segments people based on demographic data, including parental status, marital status, education, and homeownership status
  • Affinity and Customer Affinity: Segments people based on their passions, habits, and interests
  • Life Events: Segments people based on major life events, such as marriage, college graduation, and retirement
  • In-Market and Custom Intent: Segments people based on recent purchase intent, including research or planning
  • Similar Audiences: Segments people who are similar to users who have interacted with your business
  • Remarketing: Segments people who have interacted with your business based on website visits, app usage, and YouTube views

Targeted Audiences

To start creating your targeted audience, consider your customer profile. Note that ad groups for Display Ads include both the people in your audience and the ads themselves. So, to ensure that your ads are relevant, you should create separate ad groups for each of your customer profiles.

For example, let’s say you are advertising for a tourist attraction. Based on customer sales data, you want to market to families with young children. Once you have a clear picture of the people you want to target, you can translate that information into Google Ads.

In the Google Ads interface for targeted audiences, there are 3 tabs at the top. Start by clicking on the “Browse” tab.

Targeted Audiences for Display Ads include detailed demographics, affinity, custom affinity, in-market, life events, custom intent, remarketing, and similar audiences. Click on the "Browse" tab to begin.

Next, click on the audience targeting type that you are looking to add. In this example, we can click on “Who they are” to see the detailed demographic audiences. Under “Parental Status” you can drill down to select parents with children of different age groups. Based on the customer data in our example, we chose families with toddlers, preschoolers, and grade-schoolers.

Under the "Who are they" detailed demographic audiences, you can target audiences for your Display Ads based on parental status, marital status, education, and homeownership status.

In addition to demographics, you can add affinity audiences by selecting “What their interests and habits are.” You can drill down through these affinity audiences to find the interests that are relevant to your customers. Here, we selected “Family Vacationers” to further define our targeted audience.

If you want to add more detail to this targeted audience, you can target based on "What their interests and habits are." Drill down through the audience lists to find applicable affinity audiences.

Alternatively, you may wish to target people farther down the marketing funnel. Instead of using affinity audiences, you could use in-market audiences, focusing on people who are actively researching and planning travel. However, Google does not recommend using both affinity and in-market audiences together.

Targeted Demographics

The other option in the ad group People settings is Targeted Demographics. This allows you to target users based on gender, age, parental status, and household income data from Google.

In our tourist attraction example, let’s say our consumer data shows we should focus our marketing efforts on “spring-breakers.” This means we are looking for young adults, who are looking to travel during Spring Break.

Targeted Demographics allows us to exclude certain people, such as older age brackets, parents, and people in the bottom 50% of household income. As with Targeted Audiences, Targeted Demographics settings will depend on your knowledge of the desired target audience.

Targeted demographics gives you the option to target your Display Ads based on gender, age, parental status, and household income.

Additional Resources

If you found this information about Google Display Ads targeting helpful, you can learn more about Display Ads and other biddable media types in my blog post:

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