To provide a comprehensive and consolidated view of your Audiences and make audience management and optimization simpler, you’ll find the following improvements in Google Ads:
- New audience reporting
Detailed reporting about audience demographics, segments, and exclusions is now consolidated in one place. Click the Campaigns iconand open the “Audiences, keywords and content” tab and click Audiences. You can also easily manage your Audiences from this report page. Learn more About Audience reporting.
- New terms
We’re using new terms on your audience report and throughout Google Ads. For example, “audience types” (these include custom, in-market, and affinity) are now referred to as audience segments and “remarketing” is now referred to as “your data”. Learn more about the Updates to Audience terms and phrases.
You can target ads to people who’ve already called your business. Sometimes callers aren’t quite ready to make a purchase, especially for high-touch products and services. Customers often need to compare quotes, research other options, or check their schedule before completing their order.
Sending ads to these potential buyers keeps your business top of mind, as they prepare to make their final decision. It allows you to re-engage with these users through follow-up calls or other ad formats.
This article explains how you can show your ads to your callers.
How it works
The “all callers” audience segment is automatically populated with users who have called one of your business which has call reporting enabled ads or assets, or placed a call from a landing page with website call conversions enabled. You can target members in the segment with curated ad formats and custom bid adjustments at the campaign or ad group level. You’re also able to tailor your targeting based on membership, where you can also exclude previous callers if you only want to focus on new leads.
There’s no setup required, and this segment will appear when you enable call reporting. You can access these segments through Audience manager or on the Audiences page. In order to show ads to your callers, you need to have 1,000 calls in the last 30 days at the account level.
Learn how to Add audience targeting to an ad group or campaign.
List membership
Keep in mind, these segments are automatically generated, so you won’t be able to add or remove individual members.
To protect user data, you won’t be able to view phone numbers of your previous callers or target callers from other advertisers.
After your segment reaches 1,000 members, it’s eligible for audience insights.
Exclude from targeting
You can also exclude your callers from entire campaigns or specific ad groups. This feature is helpful if you’re running a call-only campaign focused on generating new leads. You can ensure that each call generated to your business is coming from a new phone number. This also allows you to avoid follow-up calls from customers who’ve already converted.