Most people running Google Ads campaigns don't realize this, but there are some simple ways to optimize your campaigns to target people that are more likely to engage with your product or service, not simply click your ad.

One I've written about, spoken about and implemented religiously, is setting up Google Analytics Goals, and linking Google Analytics with Adwords to import the GA Goals as Conversions in Adwords, then selecting the "optimize for conversions" instead of "clicks" in Google Ads.

But that was a few years back, and Google is actually making it easier for smart and savvy marketers to set up a similar type of situation.

Google is calling these "Smart Lists."

Smart Lists uses Machine Learning. A Smart List is an audience that Google Analytics creates for you automatically. Using advanced machine learning, Analytics predicts which of your website visitors are most likely to convert in the future and adds them to an audience that you can then re-engage with Google Ads.

Analytics generates your Smart List using insights about your visitors and their activity on your site. Your list updates on a daily basis, so that visitors are automatically added and removed based on the latest available signals. This enables you to show ads to your highest potential customers, which can result in more conversions without an increase in budget.

This video shows you how to get started setting up Google Analytics Smart Lists to drive more conversions via your Google Ads Campaigns.