6sense segments with Google Ads

Andrew Mera

Hello!

I am currently testing 6sense segments in Google Ads, and I do not see the scale I hoped for, considering that the match rate was over 90% and the audience size is very healthy.

Is anyone else testing this feature, and do you mind sharing where you are seeing success?

Jim_Lionhurst

Hi Andrew,

What do you mean when you say that you "don't see the scale that you hoped for"? Are you saying that the eligible audience size across Google Ads campaign types is low compared to the size of the segment in 6sense? Or do you mean that your eligible audience size across campaign types is low compared to the actual upload list size?

Andrew Mera

Hi @Jim_Lionhurst I'm referring to Google delivery in the search network. Google has delivered a handful of impressions, despite having an audience size >80k from 6sense

Jim_Lionhurst

Hi Andrew,

Thanks for clarifying. That's a healthy audience size, although not large enough to spend significant amounts on Google Search. That's because in order for Google to deliver an ad the user must be in the list and search a targeted keyword. If you are targeting the US then your eligible audience drops from 330 million to just 80,000. That being said, you should be seeing a more than a few impressions.

Can you help me understand the intent of using the audience? Is it to show on a new set of search queries to specific people? To drive more traffic on existing keywords from this valuable audience? Or to provide a customized message and landing page?

Jim_Lionhurst

Hi Andrew,

Thanks for clarifying. That's a healthy audience size, although not large enough to spend significant amounts on Google Search. That's because in order for Google to deliver an ad the user must be in the list and search a targeted keyword. If you are targeting the US then your eligible audience drops from 330 million to just 80,000. That being said, you should be seeing a more than a few impressions.

Can you help me understand the intent of using the audience? Is it to show on a new set of search queries to specific people? To drive more traffic on existing keywords from this valuable audience? Or to provide a customized message and landing page?

Andrew Mera

@Jim_Lionhurst This test aims to measure whether incremental leads can be generated by targeting 6sense segments of known and unknown accounts. I was not expecting much spending to come out of this test, but seeing single impressions is very odd.

Jim_Lionhurst

Hey Andrew,

The only way to drive incremental leads from search campaigns using a customer match list is to either 1) use it to expand to keywords that you aren't currently targeting with existing search campaigns, 2) raise bids for the audience or 3) create a better performing landing page specifically for the audience.

Adding a customer match list under observation to an existing search campaign will not change anything, other than creating a relatively meaningless bidding signal. Also, if you created a new campaign that only targets the customer match list then you need to exclude that audience from any other campaigns that target the same keywords.

I would need to better understand your use case and setup to really help you. If you want to connect over email you can contact me here jim@lionhurst.com

Andrew Mera

This is very helpful; thanks for your help @Jim_Lionhurst ! I'll exclude the targeted audience from the other campaigns and launch Broad Match to see if I get any results.

Brandon McBride

@Andrew Mera Did that end up working out for you?

Andrew Mera

@Brandon McBride It did and I have started to see volume from the 6sense segments.