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Why Your Startup Needs to Build a Custom Intent Audience

In a startup or small business, it’s important that users on your website are ones that have an actual interest in your product. After all, it’s not simply about numbers of users but rather numbers of users that could actually benefit from your product. That’s why it’s important to build a custom intent audience.

To find users looking for what you offer, the first place companies usually go is paid search. Paid search is the best channel to find pre-qualified users who are searching for exactly what you're offering. And while that sounds like the ideal way to go, there is one hurdle standing in the way—cost-per-click.

Since this channel is so far down 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. 

The other strategy is more simplistic if you initially used this group in a display campaign. Once you’ve built a large enough audience, setting up a remarketing campaign in both Google and Facebook/Instagram will get these users back to the website to convert. 

The Bottom Line
By building your custom intent audience, you are one step closer to seeing more conversions. In the startup world, it might actually be considered more of a giant leap toward faster growth. Funnelfly offers Growth Packs that can help give more insight into custom intent audiences and other growth initiatives. Built by startup founders specifically for startups and other small businesses, the automated sales platform offers everything you need to get the right message to the right person at the right time.

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