Imagine your advertising as a wide net. Initially, you need to cast it broadly to capture more potential users. However, as data accumulates, you'll find that not all fish are worth cultivating deeply. The real target is to find those "golden customers" who are willing to pay and can make repeated purchases!
So, how do you optimize your audience step by step, from "testing the waters for new users" to "precision marketing," ultimately maximizing ROI? This is not just a game of budget adjustment, but a data-driven strategic contest!
Stop casting blindly, let's use scientific methods to precisely target high-value customers!
In Google Ads, audience allocation strategy should gradually shift from acquiring new users broadly to precision marketing (enhancing ROI), which requires dynamic optimization of audience proportions based on the stage of deployment and data feedback.
Here are specific phased strategies and proportion optimization suggestions:
01 Initial Exploration Phase (New User Acquisition)
Objective: Quickly test the market, gather data, and expand the user base.
Advertising Strategy:
✅ Keywords: Broad match + Smart bidding (testing high-potential search terms).
✅ Audience: Interests + Similar audiences (expanding potential customer pool).
✅ Display ads + YouTube (expanding brand awareness, attracting cold traffic).
✅ Dynamic Search Ads (DSA) (covering high-potential traffic not yet targeted).
Budget Allocation Suggestion:
80%: New user acquisition (broad matching + interests/similar audiences).
20%: Brand traffic (defensive placements to prevent competitors from capturing brand terms).
Optimization Key Points:
Data monitoring: Observe which keywords and interest audiences have high click-through rates and conversions.
Budget flexibility: If there is too much low-quality traffic, gradually narrow the audience scope.
02 Precision Optimization Phase (Targeted Expansion)
Objective: Filter high-quality users, optimize ad performance, enhance ROI.
Advertising Strategy:
✅ Keywords: Exact match + high conversion search terms (reducing ineffective traffic).
✅ Audience: Remarketing + high-intent audiences (website visitors, similar audiences, cart abandoners).
✅ Search ads + GDN remarketing (recalling unconverted users, enhancing repurchase rates).
✅ YouTube + Gmail ads (enhancing brand trust, improving conversions).
Budget Allocation Suggestion:
50%-60%: High-intent search ads (precise keywords, shopping ads).
20%-30%: Remarketing (website visitors, cart abandoners).
10%-20%: Continue testing new traffic (optimizing expanded audiences, reducing acquisition costs).
Optimization Key Points::
Audience data segmentation: Analyze different audiences' click-through and conversion rates, excluding inefficient traffic.
Adjust bidding strategy: Combine target ROAS/CPA bidding, reducing low-value clicks.
03 Precision Marketing Phase (Stable Customer Acquisition + Enhancing LTV)
Objective: Reduce acquisition costs, precisely acquire high LTV customers, enhance repurchase rates.
Advertising Strategy::
✅ Keywords: Only retain high-conversion terms (combined with customer lifetime value LTV).
✅ Audience: Precise remarketing + customer matching (combining CRM data, enhancing repurchase rates).
✅ Smart shopping ads (combining first-party data, enhancing shopping conversions).
✅ YouTube precise targeting (targeting high-quality audiences, such as those with purchasing intentions).
Budget Allocation Suggestion::
40%-50%: Precise search ads (high intent + brand defense).
30%-40%: Remarketing + LTV optimization (based on CRM, Google Customer Match).
10%-20%: New audience testing (maintaining some traffic expansion).
Optimization Key Points::
Combine GA4 & CRM data: Analyze high-value customer profiles, precisely target.
Automated deployment + AI optimization: Use Performance Max, integrating multi-channel traffic.
Conclusion
How to dynamically optimize proportions?
Early stage (new user acquisition): 80% acquiring new traffic, 20% brand defense.
Middle stage (targeted expansion): 50%-60% high-intent search, 20%-30% remarketing.
Late stage (efficient marketing): 40%-50% precise search, 30%-40% CRM remarketing.
