GA4 Audience Playbook: Building Appeal with Interested Customers

After initial brand awareness, the next crucial stage is building customer interest. In the 5A model, this is the "Appeal" stage, focusing on users who have shown some engagement but need further nudging.

Defining the "Appeal" Audience

These are users who:

• Show preliminary interest: They've clicked an ad or visited your website but have had short session durations or limited page views.

• Engaged on social media: They might have liked or commented on a brand post but haven't visited your website or taken further action.

The goal here is to strengthen brand appeal and encourage deeper interest and interaction.

GA4 Audience Building Method

Create these segments in GA4 using event data:

1. Navigate to Audiences: Go to Admin > Audiences > New Audience.

2. Select Custom Audience: Choose "Custom audience."

3. Set Conditions:

   • Example 1 (Site Engagement): Include users who triggered the page_view event more than 2 times.

   • Example 2 (Social Interaction): If you track social interactions as custom events (e.g., social_interaction for likes/comments), use this. You might refine it by excluding users who triggered deeper events like begin_checkout or form_submit.

4. Save & Sync: Save the audience and ensure it's synced with Google Ads or DV360.

Campaign Types & Optimization Strategies

• Campaign Types:

  • Traffic/Engagement campaigns focused on driving clicks or interactions.

  • CPC/CPV ads (Search, Video engagement ads).

• Optimization Strategies:

  • Use more captivating creatives: Short videos, emotionally resonant copy to pique user interest.

  • Guide users to explore more pages or view detailed product/service information.

  • Employ remarketing to maintain continuous touchpoints with these users and prevent drop-off.

By segmenting users in the "Appeal" stage, you convert initial awareness into genuine interest, setting the stage for more direct actions.