Using Audience targeting for your Search campaigns allows you to be more precise in selecting who will see your ads.
Note: The Audiences tab in MarinOne currently supports only Google Search audiences.
Audiences allow you to put together custom combinations of users based on a specific set of criteria. You can learn more about the supported audience types below.
Remarketing Lists for Search Ads (RLSAs) allow you to customize your search ads to reach users who have previously visited your site.
Customer Match Audiences allow you to upload a file of email addresses or telephone numbers provided by your customers in order to target known customers.
Similar Audiences for Search (SAS) allow you to take your remarketing efforts to the next level by finding users that are have exhibited similar search behavior to those already in your remarketing audience.
Logical audiences are created by combining two or more user lists.
Rule-based audiences consist of visitors who have visited a website and took a specific action.
MarinOne currently offers the following three Audience features:
You can access the Audiences tab from any screen in MarinOne Search. Below we'll explain the basics of using the tab and its various available views.
Creating, editing, and deleting most audience types is not currently supported in MarinOne, though this support is planned for a future update. At present, you will need to create, edit, and delete most of your audiences from Google Ads.
You can create Customer Match Audiences (Google) and Custom Audiences (Facebook) using the Audience Hub tool.
Linking and unlinking audiences to campaigns or groups is not currently supported in MarinOne, however, if an audience has been linked to a campaign or group within Google Ads, this will be visible in MarinOne from the Audience Target View. MarinOne will be able to support linking and unlinking audiences in a future update.
There are several key details to know about how audiences are synced into Marin.
Dimensions can be tagged in MarinOne at both the Audience and Audience Target level.
Note: DImensions set at the audience level are unique to the audience level. Dimensions will not be inherited if set at a higher level in the campaign hierarchy. We have plans to update this workflow in a future release to make it more streamlined.
Setting dimensions can be done via multi-edit in both the Audience Target View and the Audience Roll-Up View. To learn more about using dimensions in MarinOne, check out our article, [MarinOne] Creating and Tagging Dimensions.
To optimize audiences and reach the desired customers, MarinOne supports Audience Bidding for Google Audiences. Want to know more? Read our dedicated Support Center article now.
In order to support audiences in MarinOne, you will need to add two ValueTrack parameters to your Tracking Templates:
For example, your Tracking Template might look like this:
{lpurl}&mkwid={_mkwid}&pcrid={creative}&pgrid={adgroupid}&ptaid={targetid}
From here, {adgroupid} will resolve to the group’s publisher ID and {targetid} will resolve to a string containing one or more values. When resolved by Google, {targetid} can contain several values that appear in no particular order, for example “aud-123;kwd-456.” In this example, “aud-123” contains the audience target publisher ID.
For revenue uploads, the value of {adgroupid} will need to map to the [Group ID] header and the value of {targetid} should map to the new [Target IDs] field.