Episode 49 – Getting Unstuck With Interest Audiences

Author Jon Quinton 2 min read time

Finding new audience targeting ideas is more important now than it ever has been. Anyone working in paid social will know the game has got harder this year. 

Adding to the challenge, many advertisers are reporting that previously successful audiences and lookalikes have taken a bit of a hit.

With all of this in mind, there is definitely a renewed focus on interest audiences. In this episode I grab a coffee with Ellie and talk through some ways to get a fresh set of ideas to keep your campaigns performing well.

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One of the big points here is trying to get your head outside of the ads platform and look for ideas elsewhere. It’s really hard to be inspired when you’re looking at the same view each day, so just getting out to look at other sources is always going to be a healthy exercise. 

One such tactic is looking at Infinity audience data in Google Analytics

Infinity audience data in Google Analytics is fed from the display network and shows what buckets your current traffic and customers fall into. Reviewing this data can give you some great ideas as to what interests your top spenders have, and therefore a great set of ideas for new targeting. 

Following this process has given us some amazing results for our clients. Getting away from the details of the platform and looking in other places for ideas is always going to help keep things fresh. 

What this episode covers:

  • Why interest audiences are so important now
  • How to use Google Analytics to find new ideas
  • Other methods we use for finding new audience targeting

As always, if you enjoy this episode please do subscribe for more and you can also see the full video version of the episode over on YouTube.



Having been involved in digital marketing for over a decade, Jon set up Overdrive Digital in 2016. With extensive experience in both paid media and organic channels, Jon has worked with brands ranging from small startups to global businesses.