How should you approach your audience strategy when setting up a video action campaign to convert intent into action?

When running a video action campaign, how should you structure your audience strategy to convert intent into action?

• Focus only on broad awareness audiences
• Start with high-intent audiences and expand to similar users
• Target only demographic segments without behavioural data
• Avoid using remarketing audiences

Explanation

For a video action campaign, the most effective audience strategy is to begin by targeting users who have demonstrated high intent—such as those who previously interacted with your brand or visited your website—and then expand to similar audiences. This approach ensures that your ads first reach individuals most likely to convert, while also leveraging Google’s machine learning to identify additional potential customers. Layering audiences in this way maximizes conversions efficiently and helps move users from interest to action.