12 types of Google search engine users

On Google, we can segment users based on two criteria: where they are in the decision-making process (behavioral segments) and how familiar they are with our brand (affinity segments). The trick is to cross-compare the segments (this gives you 12 narrowly targeted segments) and tailor your message, approach, and offer to each one.

Behavioral segments
Let's first look at how we define behavioral segments:

Recent buyers
Users who recently purchased a product and are now in the post-purchase phase. They are not actively searching for a new product.

How do we reach such users:

– RLSA – targeted to all users who made a purchase in the past month.

– Customer Match – consists of all users who made a purchase in the past month.

Who to exclude from lists:

– nobody.

Recent buyers
These are users who, based on their behavior, would be considered to be in the final stages of the purchase process. They have either added a product to their cart, started the checkout process, or their session quality is very high. Remember that not all users in this segment will necessarily visit your website, so expand your reach to similar audiences.

How do we reach such users:

– RLSA – includes all users who added a product to their shopping cart.

– RLSA – includes all users who have initiated the checkout process.

– RLSA – includes all users who have a high-quality session.

– Users similar to the RLSA list made up of your recent buyers.

– Users similar to the Customer Match list, which consists of your recent customers.

Who to exclude from lists:

– recent buyers.

Cross-compare this segment with the high volume customer segment and the all past customers segment (described below) and adjust your message and offer accordingly.

I recommend limiting these lists to 7 days, as this is the time during which most users make or break a purchase. You can later expand and/or break down the lists by time (as noted below).

Proactive users
Users who are actively researching different products. They are in the research phase and not yet ready to make a purchase. It is also possible that they are just browsing products.

How do we reach such users:

– RLSA – includes all users who viewed a product more than 2 times,

– RLSA – includes all users who have a medium “session quality”.

Who to exclude from lists:

– recent buyers,

– prospective buyers.

Again, cross-reference this segment with the high phone number list volume and all past customer segments to tailor your message and offer.

Limit these lists to the average buying cycle duration.

Qualified users
They are also known as the "largest addressable qualified audience", which refers to users who are in your target group, but whose behavior indicates that they are not actively searching for a new product.

How do we reach such users:

– the basics of Google Search campaigns using generic keywords.

Who to exclude from lists:

– recent buyers,

– prospective buyers,

– proactive users.

Cross-compare this segment with the segments of high volume customers, all past customers, brand-aware consumers, and new quality users.

Note: Update your Customer Match lists regularly. I recommend establishing a routine and updating your lists every Monday.

Affinity segments
As I mentioned above, affinity segments can be used to cross-reference with behavioral segments to create even more precise segments. This is especially beneficial because conversion rates tend to be higher for users who are more familiar with your brand, so we can allocate more budget to them.

Let's look at affinity segments in more detail:

High volume buyers
Users who make more than three transactions per year (number may vary by industry and customer).

How do we reach such users:

– RLSA – includes all users who have made at least 3 transactions in the last 12 months.

– Customer Match, consisting of all users who have made at least 3 transactions in the last 12 months.

Who to exclude from lists:

– nobody.

All past customers
All users who have purchased one or more products in the past, but do not fall into the "high volume" customer segment.

How do we reach such users:

– RLSA – includes all users who have made a purchase in the past.

– Customer Match, consisting of all users who have made a purchase in the past.

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