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Overview

Audience signals in Google Ads allow you to target high-value users across Search, Display, and YouTube using Innkeepr’s incremental prediction models. Unlike Performance Max, these signals directly define who sees your ads — enabling precise targeting, retargeting, and exclusion strategies that improve efficiency and return on ad spend (ROAS).

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Prerequisites

Technical Requirements:
  • Active Google Ads account with Search, Display, or YouTube campaigns
  • Innkeepr integration connected to your Google Ads account
  • Sufficient user and conversion data in Innkeepr for audience generation (recommended: 1,000+ users per segment)
Timeline:
  • Audience availability: Immediate after creation
  • Data sync: Every 24 hours
  • Performance evaluation: After 7–14 days of campaign runtime
Note: Audience performance typically stabilizes within the first two weeks. Avoid frequent campaign resets during this period.

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Setup Instructions

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Create Audience Signals in Innkeepr

  1. Create an audience in Innkeepr based on user behavior (e.g., high engagement, purchase intent, cart abandoners)
  2. Select Google Ads as your Source when creating the audience
  3. Set the Audience Type to “Seed”, “Retargeting”, or “Exclusion”
  4. Define your objective according to campaign goals
  5. Wait 24 hours for the audience to sync and appear in Google Ads

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Apply Audiences in Google Ads

  1. Open your Google Ads campaign
  2. Navigate to Audiences > Edit audience segments
  3. Click Browse > Your data segments
  4. Select the corresponding Innkeepr audiences
  5. Apply audiences at Ad Group or Campaign level:
    • Search/Display: Use “Observation” mode for testing, “Targeting” for dedicated segments
    • YouTube: Use “Targeting” to fully restrict delivery

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Retargeting and Exclusions

  • Retargeting: Use Innkeepr segments with high incremental intent (e.g., engaged non-converters)
  • Exclusion: Exclude recent converters or low-value segments from all prospecting campaigns
  • Seed audiences: Use as Similar Audience seeds (if supported) for broader acquisition

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Best Practices

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Testing Recommendations

Test structure:
  • Run A/B test with two ad groups:
    • Control (no signals)
    • Test (Innkeepr signal applied in “Targeting” mode)
  • Keep all other campaign settings identical (bids, creatives, budgets)
Evaluation window:
  • Allow 7–14 days for meaningful data
  • Monitor CTR, CPA, and ROAS
  • Compare conversion volume and cost efficiency between groups
Optimization tips:
  • Combine signals with keyword or placement targeting for layered intent
  • Use “Observation” mode before switching to “Targeting” if unsure
  • Refresh audiences in Innkeepr regularly to keep segments current

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Common Pitfalls

  • Too small audiences: Segments under 1,000 users may not populate properly
  • Wrong targeting mode: Using “Targeting” too early can restrict reach
  • Overlapping audiences: Avoid stacking multiple similar audiences in one ad group
  • Evaluation too early: Wait at least one full optimization cycle (7–14 days)

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Troubleshooting

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Audience Not Populating

Issue: Audience not visible in Google Ads after 24 hours
Solutions:
  • Verify Google Ads is selected as the Source in Innkeepr
  • Check audience size (minimum 1,000 users recommended)
  • Confirm Innkeepr integration is active and linked to correct Ads account

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No Performance Difference Between Groups

Issue: Audience signals not improving performance metrics
Solutions:
  • Ensure sufficient conversion volume (minimum 20+ conversions per segment)
  • Review audience logic — broaden criteria or lookback window
  • Extend test period to 14+ days for stable results

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Audience Sync Delay

Issue: Audiences not updating daily as expected
Solutions:
  • Verify Innkeepr sync schedule (every 24h)
  • Check for recent integration or API permission changes
  • Re-sync manually in Innkeepr if delay exceeds 48h