Google-engaged audiences help you to reach users who have previously interacted with your website on Google Search, YouTube or other Google sites. It automatically generates lists of users who have visited your site from Google properties through clicks on either ads or search results. This allows you to re-engage with these high-intent users who have already shown interest in their products or services.
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| Google-engaged audience list will be automatically created in your account. | A user searches for and clicks on your site from a Google property. | You activate your newly created Google-engaged audience lists across Search, YouTube, Discovery, Gmail, Shopping, Performance Max campaigns and Google owned & operated (O&O) inventory on Display & Video 360. | The user is added to your Google-engaged audience list as a site visitor in the CID where the ad originated. |
If you already use Customer Match, we recommend adopting Google-engaged audiences alongside Customer Match to maximise performance benefits. The customer list will be auto-generated and updated in real-time. This means lists will stay more up-to-date and can be activated by you in your Google Ads account by applying those lists to audience targeting.
If you use tag-based remarketing to reach users across Google properties but don’t use Customer Match, you can still use Google-engaged audience lists to supplement tag-based remarketing lists.
Benefits
- Ease of use and accessibility: Google-engaged audiences are automatically generated, eliminating the need for manual list creation.
- Real-time updates: These lists update automatically, ensuring that your audience segments always reflect the most recent information.
Requirements
- Must comply with customer data policies.
- Google-engaged audiences should be applied to a specific campaign.
Activate your Google-engaged audience
Google-engaged audiences automatically create lists of users who visit your website from Google properties (Search, YouTube and more). These lists can be used for various purposes:
These lists are segmented by your customer IDs (CIDs) and can be used for:
- Targeting ads to website visitors across Google's platforms.
- Providing signals for optimising ad campaigns (Search, Performance Max).
Your Google-engaged audience list can be activated by applying those lists to Audience Targeting.
This list is accessible to you at the MCC level, allowing you to view all the users who have clicked on your ads from a single place.
Learn more about Google-engaged audiences-FAQs.
