### Navigating One-Time Purchasers and Red Flag Customers in Google Ads: A Real Estate Case StudyWhen managing audiences in Google Ads, striking the right balance between targeting potential customers and avoiding those who pose a risk can be challenging. In the real estate sector, this becomes even more complex due to the nature of one-time purchases and the existence of ‘red flag’ customers. Let’s explore a practical guide to handling these scenarios effectively.### Why This Problem MattersUnderstanding and managing these two distinct audience segments is crucial for optimizing ad spend and improving ROI in Google Ads. By excluding red flag customers and leveraging lookalike audiences based on one-time purchasers, you can maximize the efficiency of your campaigns.### How to Approach ItTo address this challenge, follow these steps:#### Set Up Custom AudiencesCreate separate custom audiences for one-time purchasers and red flag customers. This allows you to exclude red flag customers from all campaigns while still utilizing one-time purchasers for lookalike audience creation.#### Exclude Red Flag CustomersExclude the red flag customer list from all campaigns to prevent wasted ad spend on ineligible leads.#### Utilize Lookalike AudiencesUse the one-time purchaser list to create lookalike audiences for targeting new potential customers. This ensures that your ads reach a qualified audience without retargeting those who have already purchased.#### Monitor and AdjustRegularly monitor the performance of your campaigns and adjust your audience settings as needed to optimize results.### Actionable Tips- Keep your custom audience lists updated to ensure accurate targeting.- Test different lookalike audience parameters to find the most effective match rate.- Use negative keywords to further refine your targeting and exclude irrelevant searches.### What’s NextBy implementing these strategies, you can effectively manage one-time purchasers and red flag customers in Google Ads, leading to improved campaign performance and higher ROI in the real estate sector.
