Lower your customer acquisition costs by 70% with Google Search Audiences
How to Target High Intent Google Search Consumers on lower cost Ad Platforms
As most of you know, it’s not entirely possible to target people on Facebook who are actively looking to purchase a product or service. People don’t search for “Roofing Contractors” on TikTok to hire when a hurricane blows through their community. As a marketer starting out on Meta or TikTok ads, if you haven’t yet built a look-a-like audience yet, you’re going to have higher CPA’s than you probably want until you can get enough conversions for Meta to learn your audience. This takes time and a lot of money… But, there’s a better way!
The better way is to Build and Push a Custom Google Search Audience directly into Meta to target the exact social media users who are also actively searching Google for your products or services.
What are Google Search Audiences?
Let’s break this down a little. If you aren’t familiar with Custom Google Search Audiences you can breathe easy, most people haven’t and even fewer people have ever used one. That’s because it’s a relatively new tool.
Basically what happens is publisher networks consisting of 151 Million websites and blogs share their customer’s Cookie data with Data Aggregators. The data included in these Cookies consist of the exact search keywords people typed in to land on these websites and blogs. It also includes Metadata for all the pages visited on the website, products clicked on, added to cart, and purchased.
This data is anonymized and sold to aggregation companies who then deanonymize it and supplement it with additional data like phone numbers, income, net worth, FICO Score, and contact info along with demographic info like gender, age, and dozens of other filterable details.
This data is used to build in-depth consumer profiles on over 185 Million US Consumers including exactly what they are searching for in Google. This data is made available to companies wanting to access it for a fee.
How to Utilize Custom Search Audiences
Let’s say you sell Anti Wrinkle Cream and want to target people who have recently searched Google for Anti Wrinkle Cream but on lower-cost ad platforms like Facebook, Instagram, or TikTok. You could set up a constantly updated stream of Google search consumers pushed into your ad campaign within a few hours of searching Google for your products.
Your ads would only be seen by people who are actively looking for them. This drives your Click Through Rate through the roof and lowers your cost of customer acquisition by as much as 70%.
You no longer have to trust Meta’s algorithms to find consumers who match your target customer and waste valuable ad spend on low-intent consumers.
Build more accurate Look-a-Like Audiences
If you want to give Meta a lot of High Intent Consumers to target with your look-a-like audience, you can download a list of 400k consumers who have searched Google for your product keywords in the last few weeks or days if your product has enough search volume and build a much higher converting audience for your ads.
Results
I recently used this methodology to build a highly targeted list of social media influencers who were looking for casting calls for an Influencer marketing platform that I own. Before, I used to spend $4.46 to acquire an influencer lead for fill-out. I purchased a Google Search Audience and my cost per lead went down to just .34 cents each.
You can build a custom Google Search Audience on almost any keyword you can imagine so you’re not limited to a specific niche or product segment. You can use this for App marketing, content marketing, selling courses or local services. The only limitation is your imagination.
Custom Search Audiences for Direct Contact
In addition to running ads using Search Audiences for targeting, you can alternatively just generate a list of everyone searching Google for let’s say Life Insurance Quotes and get all their contact info. These leads are all Google Search consumers who have searched Google for Life Insurance Quotes at a maximum of 24 hours but in most cases within a few hours of generating your audience. You can then either sell these leads to Insurance brokers or if you’re an Agent, you can just contact them yourself. (Be careful you don’t spam people or call people on the do not call list).
Where can you build Google Search Audiences?
That’s a great question. There are only a few platforms out there that provide this service. These are listed below:
I hope this has given you a few ideas on how to implement Google Search Audiences for your products or services!
