The Office of Marketing and Communications manages the enterprise opportunities for Google Audiences. Audiences are limited by Google and therefore subject to usage and prioritization. To create an Ohio State Google Audience, you must:
- Review the criteria (Google dimensions) allowed for creating an audience.
- Consider your goals and objectives for the audience. What do you want this audience to do (click, read, apply, register, subscribe, share, watch, listen)
- Share your audience criteria with Marketing Analytics. Include:
- Your name
- Your unit
- Your audience name: (see Google audiences name conventions below)
- Audience description: (see audience description conventions below)
- Audience criteria: List the combination of criteria you will use to match a person to an audience. For instance, visitors to a webpage, email campaign ID, or geographic location of IP address.
- Audience objective: Review audience objectives. https://omc.osu.edu/tools/analytics/audience-experience-analytics
- Describe campaign: In 50 words or less, describe how you'll use the Google audience.
- Campaign-end date: What date is this campaign no longer used? Consider how long will the campaign be in effect. Audiences may be deleted after the campaign expires.
Naming Conventions for Google Audiences
Shared audiences
Google Audiences that are shared for larger audience engagement are labeled with a “Shared-” prefix. Example: “Shared-Current Students”
Non-shared, or restricted audiences
If an audience is not labeled as shared, the audience is not intended for others to use for marketing and reach. These are considered restricted for use.
Office or unit label
Add the Unit or College name to identify audience. Example: DEN Prospective Patients. This enables us to identify that the College of Dentistry is using this audience.