Introduction

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.  

What are 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.

audience Features in MarinOne

MarinOne currently offers the following three Audience features:

1. The Audience Tab, used for Audience reporting and management. We'll cover this tab in more detail in this article.
2. The Audience Hub, used for Audience uploads and hashing.
3. Audience Bidding, used to optimize your Audiences. 

The Audiences tab

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. 

1. From MarinOne Search, click on the Audiences tab.
   
    

   

   
    
2. The first thing you will see within the Audiences tab is the Audience Target View.
   
    

   

   
   
   In this view, each row represents the link between an audience and a campaign or group, similar to what you might see in the Audience grid in Google Ads. In this grid, you can see audience impressions, clicks, and cost data pulled from Google Ads and, if applicable, revenue and conversion data.
   
   Note: only the link between audiences and their corresponding campaigns or groups will be displayed in this grid. Audiences that have not been linked to campaigns or groups will not be displayed here.
    
3. Click on the Roll-Up button in the upper right-hand corner to access the Audience Roll-Up View.
   
    

   

   
   
   In this view, each row represents a single audience, even if it has not been linked to any campaigns or groups. If an audience has been linked to multiple campaigns or groups, this view will show audience data rolled up across campaigns and groups. 
   
   This grid contains many of the same metrics as the Audience Target View, however, there are a few campaign-related columns that are only available in the Audience Target View. 

Creating, Editing, and Deleting

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 an audience to a campaign or group

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.

Syncing

There are several key details to know about how audiences are synced into Marin. 

• Audiences with impressions are synced into the Marin platform on a nightly basis.
• All Audiences, regardless of impressions, and synced into the Marin platform on a weekly basis (Saturday).

Tagging Audiences with dimensions

Dimensions can be tagged in MarinOne at both the Audience and Audience Target level.

Because this feature does not exist in Marin Search, Audience dimensions must be created in MarinOne and will not be available on any other MarinOne grid or in Marin Search. These are exclusive to the Audiences tab at 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.

Bidding on Audiences

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. 

Tracking Audience data

In order to support audiences in MarinOne, you will need to add two ValueTrack parameters to your Tracking Templates:

• {adgroupid}
• {targetid}

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.