Day: April 8, 2019

April 8, 2019

How to Create Custom Audiences for Google Ads in Google Ads Audience Manager

In this week’s Momentum Monday blog, we will review how to create a Custom Audience for Google Ads in Google Ads Audience Manager.

How can you use the information Google is already gathering on people to benefit your business? Creating a custom audience in Google Ad’s Audience Manager will allow you to break down who exactly your ads are targeting.

  1. First, let’s review the Audience Manager. Here is a step-by-step guide to navigating the Audience Manager.
  2. Log in to Google Ads. Select the Google Ads account you want to work with.
  3. Navigate to your Tools. From here, go to Shared Library then Audience Manager.

Audience Manager is where you will find Audience Lists, Audience Insights, and Audience Sources.

google ads platform

Toggling over to Audience Lists is where all saved audiences will store. Here you can have all of you remarketing audiences, website traffic audiences and email lists visible all in one place.

Audience Insights is where you will find all information on your audiences including their gender, location, age, where they clicked from, what device they use, mobile or desktop, and much more.

Finally, Audience Sources is where you will find the source of this audience. The source types range from Google analytics, Google ads, Google tag manager, etc.

Go to custom audiences. This tab is where you build audiences in order to target specific people based on their online activity. Once here, you have 2 options – custom affinity and custom intent.

The Affinity option is people with interests aligned to your brand.

The Intent option is what they are actually doing online.

Next, let’s move on to creating custom audiences in Audience Manager.

When creating custom audiences, you can target them by interests, URLs, Place or by App. Today, we will be reviewing how to target by URL, Interest, and Intent.

Create a New Custom Audience – Affinity – by URL

affinity audience - custom audience

In this option, you can target audiences by inserting possible URLs that they may be visiting. For this option, you will need to:

  1. Name your audience.
  2. Provide a description of your audience (this will come in handy for when you are scrolling through your audiences later).
  3. Insert the URLs you want to target. For example, if you wanted to reach small business owners, you may use websites like SCORE and the SBA.
  4. Narrow down your audience. Toggle to the right hand side where you can narrow this group by location, language, and campaign type.

Once all of the information is inserted, you will see that Google automatically begins to search through their recorded data to give you the number of people you will be reaching.

This information will also display the top 3 website topics your audience is searching for, and the size of your custom audience.

Once you are satisfied, click save and you’ve got yourself a custom audience!

Create a New Custom Audience – Affinity – by Interest

Creating a custom audience by interest is almost the same process as creating a custom audience by URL.

For this process, you will still insert the name of the custom audience and a description of the audience segment. However, instead of researching most visited websites by your desired group, you will research “interests.”

These interests are similar to keywords you would use for SEO and other digital marketing purposes. In this section, you can insert as many keywords you desire based on your audience’s interests in order to narrow down your audience.

Once you are happy with your interest keywords, select your desired search location and language. After you get your audience estimate and make your adjustments, hit save to save your custom audience to your audience manager dashboard.

Create a New Custom Audience – by Intent

Again, this process is very similar to the interest process. However, this search will be specific to the intent of the audience.

intent audience -custom audience

After inserting the name of your audience, you have the option to select to use Google search terms or Google market keywords. Search terms are based off of what people are specifically searching for whereas in market keywords are specific to your business’ local market.

Once you select which option you’d like to go with, insert your desired keywords. Next, review the generated ideas from Google on the right hand side to see if there are any you’d like to add to your audience. Then, insert your location and language and review your audience size

Grace Kaye with Brainlabs adds some great additional details in her blog with Marketing Land about GDN Intent Audiences last summer.

Now that your audiences are created, you may be wondering how to use them in an ad campaign.

No worries, we broke it down step by step for you!

Once you are ready to create your ad campaign, go to “campaigns” and select “new campaign.” Here, it will ask you to select your campaign goal

new campaign - google ads

Then your campaign type.

new campaign type - google ads

Then your campaign subtype. This varies from by campaign type.

campaign subtype - google ads

And, finally, ways you would like to reach your campaign goal.

campaign goal - google ads

After you have filled out the required fields above, you will be able to name your campaign and select your location and language.

Then select how much you want to spend per bid and for your overall campaign budget.

Once your campaign terms are set, it is time to insert your custom audiences. To go this…

  1. Go to your audiences
  2. Select your created groups
  3. Customize demographics
  4. Layer any targeting you desire on top of the audience

And just like that – you campaign is created!

Thanks for reading and watching another Momentum Monday digital marketing tutorial. Every week we blog about new or updated digital marketing topics with How-To Videos or Latest Tips & Marketing Trends.

Learn more about Google Ads and take our FREE Digital Advertising Audit here.

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By Devon
April 8, 2019

Zsa’s Ice Cream

During this week’s episode of Small Business Saturday Philadelphia, we sat down with Danielle Jowdy, owner and founder of Zsa’s Ice Cream, a local ice cream brand that serves up super-premium ice cream and ice cream sandwiches.

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Danielle, Zsa’s owner, founded Zsa’s Ice Cream in 2011. Zsa’s started as a hobby – Danielle was making ice cream on the side and selling the ice cream at different farmers markets on the weekend while Zsa's - Small Business Saturdayworking a typical 9-5. Working full-time while developing the business gave Danielle time to learn what she needed to achieve in order to get the business up and running. When she finally felt that she was ready to launch, she quit her full-time job and took the leap.

Danielle knew what she wanted to name her business right away – Zsa’s.

Zsa is a nickname that Danielle and her sister, Rebecca, call each other. When they were younger, they wanted to come up with a cool nickname by combining both of their names. Amongst all the searching, they saw the name “Zsa” somewhere and the rest is history. When the business was first developing, Danielle was advised not to name the business “Zsa’s.” However, Danielle didn’t agree. She loved the name because not only was it personal to her, it was unique, short, and memorable.Zsa's ice cream sandwich


Zsa’s began production out of a rented bakery warehouse kitchen then transitioned into making ice cream out of a rented kitchen in a private elementary school. The business sold ice cream out of their own branded ice cream truck at markets and local events before settling down in their current brick-and-mortar retail location. Danielle wanted the business to succeed, so she put a high-priority on getting Zsa’s placed in grocery stores. This was important so that the business was still making money during the winter months. So, Danielle went around, in person, to different gourmet grocery stores throughout the area to pitch Zsa’s to the grocery provider. It worked – now Zsa’s is in over 50 local grocery stores.

Zsa’s is now working on developing their new retail store is located in Mt. Airy!

Zsas ice creamAs a small business owner and entrepreneur, Danielle has to wear a lot of different hats around the business. However, her favorite has always been testing and developing the new ice cream flavors. What are the Zsa’s fan favorites? WHYY considers their Salted Toffee Almond Graham Cracker ice cream sandwich with vanilla ice cream to be their best. Another crowd pleaser is their version of an Oreo Cookie ice cream sandwich. This option is two dark chocolate wafers on the outside with sweet cream ice cream or coffee ice cream in the middle. Check out their social media for some amazing foodie pics of the ice cream and ice cream sandwiches.

Hear Zsa’s Ice Cream’s full story on this week’s episode of Small Business Saturday Philadelphia.

You can follow Zsa’s on Facebook, Twitter, and Instagram. Their website is coming soon – so stay tuned!

Make sure you are following us on Facebook and Instagram to stay up-to-date on the Small Business Saturday Project. Listen to all of our SBS Podcast episodes below.

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For more information about Zsa’s, you can visit their shop or shoot them an email.

By Devon
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