What is Audience Overlapping & How to Overcome it

Audience Overlapping is the state where you can find two campaigns or more than two campaign targeting same audience at same time. This results in rise of average CPC for those campaigns and as result we miss the opportunity conversion like sales or lead which could have happen otherwise if different campaigns were to target same audience in different time or different networks. While identifying audience overlap first think to chase after is Network then Audiences being on that network & these two things let you decide how to counter attack audience overlap and reduce your investment cost.

Before jumping into Audience overlap cases let’s first discuss the list of Cases of No Audience Overlap

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Case1: Let’s say we are targeting same audience on search network while running RLSA or manual search campaign and display campaign for same audience then it is not considered as audience overlap.

Reason: Since the same audience cannot be in two networks at same time due to which there would not be collision of ads to be shown from different campaign simultaneously.

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Cases2: Let’s say we are running a display remarketing campaign & you tube remarketing campaign for same product or services at two given different networks & for same audience but at a different time.

Reason: Sometimes ads from display network might be shown in you tube network which makes them contradict with you tube campaign in terms of showing ads but moment you spread ads in different time then there will not occur audience Overlap.

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???????????????????????????????????????????????????????? What if ads are shown on same time so in that case there will occur audience overlap and we might end of spending more money there?

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Cases: let’s say we are running display campaign for Audience “A” & You tube campaign for same audience “A” at same time then there might occur audience overlap so In this case there are few methods to prevent that overlap condition.

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Firstly, see the placement where ads are shown. If placement from display campaign are being repeated in placement from you tube campaign then we need to exclude those repeating placement from either of the two campaign.

Secondly if there are two or more campaign targeting same audience with same network then split that campaign by time or come up with precise placement targeting.

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Thirdly, make a campaign in such a way that each campaign should correspond to each unique placement or network.

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Finally structure you campaign with prospecting & retargeting module with each prospecting campaign targeting different audience segments and remarketing campaign targeting different placement and networks.

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