How to Better Understand Your Customers and Build Profiles for Better Targeting

13.09.17 | News

Par Afef Ayadi

How to Better Understand Your Customers and Build Profiles for Better Targeting

During the most recent Google Academy on Air livestream, Google experts demonstrated how to properly target potential customers by identifying three key elements: demographics, location and type of device, as well as degree of interest in the product. The ultimate goal is to better re-engage with your target users and to optimize the performance of your campaigns.

They also discussed the role of machine learning in the segmentation of data, the detection of demographic signals, and the intention to buy.

Why you need to establish a comprehensive audience strategy

According to Google, nearly 90% of internet users alternate between digital devices and platforms when accomplishing tasks online. This fact now makes it possible to serve ads to a large audience of potential customers in multiple locations and at multiple times.

It is important to correctly target clients using an audience strategy based on 3 fundamentals:

  1. Identify current users: Know your audience well and take it into account in your strategy
  2. Re-engage with existing customers through a targeted message and at appropriate times
  3. Expand your reach to new potential users

A comprehensive audience strategy will better target users who are considering buying your products and/or engaging with your brand.

The objective of this strategy is to be able to personalize your advertisements through a message adapted to your potential customers.

How to better identify your target audience

It is important to distinguish between someone interested in a product or service and someone willing to buy. You also need to consider the different steps in a user’s purchase process and to separate out different customer profiles for every step.

Before booking a vacation, for example, users start by looking for inspiration in blogs and documentaries on different travel destinations until they find the right offer. That means that, for each phase, your target audience changes.

Here are 3 questions to ask to better identify the profile of your target audience:

  • Who are they? Determine the demographics of your audience.
  • Where are they? Identify user locations or devices.
  • What do they want? Verify your audience’s interest in your products or services.

As a result, it will be easier to identify new customers with similar characteristics.

By having a clearer view of your potential customers, CRM data from your audience group will be more relevant and more accurate. You will also be able to offer increasingly targeted advertising.

How to activate your ad targeting

You’ll want to avoid repeatedly targeting the same user. Instead, you can reduce costs and be more effective with your campaigns by adopting these 3 recommendations:

  • Make sure your website and mobile site include 100% of the required tags on every page (conversion tracking code) while validating them in AWFE (AdWords front end application).
  • Use data from your potential customers by enabling the remarketing and advertising features in Google Analytics.
  • Use your CRM client database to targeting your particular audience with the help of customer match.

Use of machine learning in data generation

Finally, collecting data via machine learning technology makes marketers more efficient by giving them more accurate information. Machine learning helps to make better use of the data needed to reach the right potential customers.

On Google, machine learning provides real-time data by analyzing 70 million signals in 100 milliseconds.

This technology facilitates the identification of potential clients by improving interpretation of basic demographic data. It also uses historical data to differentiate between interest and purchase intention. What’s more, it simplifies the process of targeting internet advertising.


This presentation helped us to better understand how to build an audience strategy by first identifying target audiences based on 3 main elements: demographics, location and type of device, as well as degree of interest in a product. Successfully identifying these three elements helps build better customer profiles and to differentiate between them.

The next step is to better exploit the collected data of your audience and to create better ad targeting based on messages adapted to each profile.

For more details on how to re-engage with your target audience, you can view the next Google Academy on Air livestream:

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Afef Ayadi

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