How Does Google’s Custom Intent Audiences and Ad Variations Impact Your AdWords Campaign?

For the past one year, AdWords Campaign has been testing out different promotion extensions compatible with your current setup of its AdWords campaigns. This resulted in the rolling out of an all-new User Interface with the Custom Intent audience and ad variation extensions. But how do these extensions affect the effectiveness of the different online marketing strategies adopted by your Singapore SEO agency? How do they help curb the inefficiencies of the current online marketing strategies?

Impacts of the Custom intent audience

In most cases, AdWords campaigns and the more extensive online marketing involves coming up with the most appealing adverts and casting them out blindly to the inert webs hoping they attract an online searcher and convert them to a customer. For a long time now, strategies for finding the best target audience for your ads over the internet have been heavily rudimental.

However, the new custom intent audience promotion extension seeks to correct all that. It presents you with a chance to narrow your audience search and only target internet users that are most likely to buy the products you offer. The two-stage process starts by defining your target market based on the topics and URLs they might be interested in before letting machine-learning take over. Google then presents you with sets of different target audience options, each backed by reach and performance estimates.

Using the Ad Variations extension

ad variable extensions

Ad variations dashboard

Feeling torn in between two or more keyword phrase for your Singapore SEO agency isn’t uncommon for a digital marketer. In most cases, even when the chosen ad campaign and keyword performs optimally, you can’t help but wonder how a given ad variation would have performed in its stead or their combined conversions if used concurrently.

The ad variations extensions help water down such doubts down by providing you with a preview of different ads performance estimates before investing a coin in either. From the variations test, you can make appropriate decisions about the type of ads you want to rank as leads alongside their most promising variations. You can also use the extension to determine the impact of including an ad variation on one or more online marketing campaigns.


AdWords extensions help improve your ads preview experience by providing you with reliable performance estimates for your Singapore online marketing campaign. The custom intent audience and the ad variations help you save an invaluable amount of time and resources that you could have spent on market research and testing out probable market theories. It brings your Singapore SEO agency closer to achieving effectiveness and efficiency in online marketing.  

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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