You can see the important data for our “luxury shoppers” affinity group is still shown, just formatted differently along with the same data for the other audience insights.
The “List Dist.” shows you what percentage of this remarketing audience matches the insight, while the “Bench Dist.” column shows the same for the benchmark (the US average, in this case). As we saw in the previous view, 69% of our list is classified as “Luxury Shoppers,” while only 27.2% of the US is classified that way.
The “Index” column calculates how much higher than average your remarketing list is for each insight than the benchmark. A score of 1.00 would mean it was exactly the same as the benchmark.
So this remarketing list has 2.54 times more “Luxury Shoppers” on it than the US average benchmark. Put another way, someone on this remarketing list is 2.54 times more likely to be a luxury shopper than the average American.
That may sound like a lot, but look at some of the other index scores:
“Study Abroad Programs” has an index of 19.10,
“Trips to Houston” has a 41.93,
and “Houston, Texas, United States” has a score of 237.71!
Those groups may make up smaller percentages of this remarketing audience than the “Luxury Shoppers” affinity does, but their index scores are many times greater than the US average, so they’re more statistically significant. The average person in this remarketing list is 2.54 times more likely to be a luxury shopper than the average person in the US, but they’re 237.71 times more likely to be in Houston.
Meanwhile, it turns out that the “Male” audience insight is actually pretty weak, with an index score of only 1.10.
The “Relevance” column is what it sounds like. In practice, it mostly just reflects the Index data. Not very useful.
And of course, the “Ad groups” column shows you how many ad groups you currently have set up targeting each of these audience types, with little “+” buttons in case you want to quickly add that targeting.
But AdWords doesn’t allow you to narrow down remarketing campaigns by adding new interests and affinities: those targeting types will only expand your audience, turning your campaign into a less-focused remarketing & Display hybrid.
If you want to use your Audience Insights data to expand your reach outside of remarketing, it would be better to create a new and separate Display campaign for that. For example, we could create one targeting the “Luxury Shoppers” affinity and the “Trips to Houston” and “Study Abroad” in-market audiences in Houston.
That could be the basis of a nice, focused branding campaign.
But we’re here to talk about remarketing, not regular Display Network campaigns.
So for our purposes, use these insights to customize your ads and landing pages to resonate better with your audience, and squeeze more performance out of your campaigns that way.
Narrow Down by Affinities and In-Market Audiences to Waste Less Money [Trick #17]
This trick is related to those last two, but again, it’s a bit different.
This one involves narrowing down your remarketing campaigns by two more things:
Affinities (your audience's long-term interests)
“In-market” characteristics (what they’re shopping for right now).
“But Kyle, you just said we can’t add new affinities and in-market audiences to our remarketing campaigns or it would expand our targeting!”
I know. I lied.
There is one way to do it.
You can exclude affinities and in-market audiences that you don’t want to reach.
This relies on the Audience Insights report again. But whereas in the last tip we used that report to look at the characteristics of the people who were successfully converting on your site, in this case you’ll use that report to look at the people who have not yet converted.
For example, let’s say you’re promoting online college courses.
You look at your Audience Insights for your main “non-converters” remarketing list, and you see that 6% of the people in that list are characterized with the “Study Abroad Programs” in-market characteristic. In other words, these people are actively, seriously researching and enrolling in study abroad programs.