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Custom Intent Audience

When you define a custom intent audience, you increase the success rate for campaigns sent through Funnelfly. 

Target The Right Audience

It’s important for startups and small businesses to have users on their website who are actually interested in their product. The number of users matters, but it’s more important to have users who can benefit from your product. That’s why building a custom intent audience is key.

Man speaking to a room full of people.

There are a number of ways that companies can find potential customers who may be interested in their products or services. One common method is through paid search, which can be an effective way of reaching people who are already searching for what you have to offer. However, paid search can be costly in terms of cost-per-click (CPC).

Since this channel is so far down the funnel, companies are willing to up their bids and pay as much as possible to get these users to their site. For businesses just starting out, however, those high bids are not attainable. It’s nearly impossible to compete with these established companies by bidding the same as them, which means your startup or small business is not going to show on the first page of Google or Bing very often.

That’s why custom intent audiences can be beneficial to younger companies or businesses that don’t have large marketing budgets. Through Google Ads, you can build audiences based on a users’ previous search terms. If you are looking to get users to your site for a keyword that was as much as $50 a click in paid search, you can move up the funnel to get this user to the site for possibly less than $1. This audience can be used in both display and YouTube advertising to keep your awareness focused on a specific group of users. And building this list of users is easy. You simply log in to your Google Ads > go to Tools & Settings > go to Audience Manager > and click the Custom Audiences tab and then the plus sign to create a new custom intent audience. Next, you will need to change it from including people based on their in-market keywords to Google search terms. Once you enter 50 keywords based on your product or service, you can utilize it in a YouTube or display campaign. And if you need to figure out which keywords you need, you can use Google’s keyword planner.

Once the audience is built and the campaign(s) is live in either YouTube or display, there are some common strategies you can utilize. One strategy is to build a remarketing audience from the users who watched the ad on YouTube. This takes these users and puts them in a list so you can show them display ads to help get them to your website and ultimately move them from the awareness part of the funnel to the consideration part.

Once they’re on your website, you will be able to create a remarketing campaign in either Google or Facebook/Instagram, if you’ve previously set up the Facebook pixel, that will take these users through every part of the funnel from awareness to conversion/remarketing.

There are two strategies you can use to get users back to your website and convert them. One is more complex and requires that you initially target this group with a display campaign. Once you have built up a large enough audience, you can set up remarketing campaigns in both Google and Facebook/Instagram.

The Bottom Line

In order to see more conversions, it is important to build a custom intent audience. This can be seen as a giant leap in the right direction for faster growth in the startup world. To get more insight into custom intent audiences and other growth initiatives, look into Funnelfly’s templates. These templates were specifically built for startups and small businesses founders in order to automate sales and get the right message to the right person at the right time.