{"id":26325,"date":"2025-07-23T21:09:22","date_gmt":"2025-07-23T15:39:22","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=26325"},"modified":"2025-07-23T21:09:24","modified_gmt":"2025-07-23T15:39:24","slug":"ppcchat-reaching-cold-audiences-in-2025","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-reaching-cold-audiences-in-2025\/","title":{"rendered":"PPCChat | Reaching Cold Audiences in 2025 | 22nd July 2025"},"content":{"rendered":"\n<p class=\"lead\">Here is the screencap of this week&#8217;s PPCChat session, where host <a href=\"https:\/\/x.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">Julie F Bacchini<\/a> engaged experts in a discussion about the platforms they use to reach cold audiences. The conversation covered whether there are significant differences in performance between cold and warm audiences, if those differences vary by platform, and more.<\/p>\n\n\n\n<!--more-->\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-q1-which-platform-s-are-you-currently-using-to-try-to-reach-cold-audiences-for-your-clients-brands\"><strong>Q1: Which platform(s) are you currently using to try to reach cold audiences for your clients\/brands?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>My clients are primarily on Google right now.  <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>LinkedIn and Google for my B2B client. <a href=\"https:\/\/www.linkedin.com\/in\/pablo-berckmans\/\" target=\"_blank\" rel=\"noreferrer noopener\">@PabloBerckmans<\/a><\/p>\n\n\n\n<p>I&#8217;m interested if folks budget for cold audiences or not. <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a> Maybe we should also define cold audiences. In my mind a cold audience could be:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>People who realized the need something like you\u2019re selling and are just starting their searching<\/li>\n\n\n\n<li>People who don\u2019t even know they need what you\u2019re selling <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/li>\n<\/ul>\n\n\n\n<p>Google, YouTube, Meta, and LinkedIn, depending on the client. <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>Same as what <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a> &#8211; I also use Quora &amp; Reddit when it\u2019s a fit. <a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/p>\n\n\n\n<p>Mostly these platforms (Google, Meta, Youtube, MS Ads, Linkedin) We have tried to push Reddit &amp; TikTok as well, but our clientele is still unsure about those.&nbsp; We never had success with Pinterest. <a href=\"https:\/\/www.linkedin.com\/in\/erno-horvath\/\" target=\"_blank\" rel=\"noreferrer noopener\">@ernohorvath<\/a><\/p>\n\n\n\n<p>I have always thought Quora was a little engine that could for some clients. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a> &#8211; I lean into #2 &#8211; People who realize they have a problem and are starting to search. I set up product-focused ads and place them on generic keywords related to the product. <a href=\"https:\/\/www.linkedin.com\/in\/jeffreyhain\/\" target=\"_blank\" rel=\"noreferrer noopener\">@JeffreyHain<\/a><\/p>\n\n\n\n<p>LinkedIn and Google Ads. <a href=\"https:\/\/www.linkedin.com\/in\/christophschachner\/\" target=\"_blank\" rel=\"noreferrer noopener\">@ChristophSchachner<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a> May I ask what industries you are using Reddit &amp; Quora for? <a href=\"https:\/\/www.linkedin.com\/in\/erno-horvath\/\" target=\"_blank\" rel=\"noreferrer noopener\">@ernohorvath<\/a><\/p>\n\n\n\n<p>Google, Meta, TT, LI &amp; YT at the moment depending on the client. <a href=\"https:\/\/twitter.com\/adwordsgirl\" target=\"_blank\" rel=\"noreferrer noopener\">@adwordsgirl<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-q2-what-are-you-doing-on-the-different-platforms-to-try-to-reach-new-customers-do-you-find-it-easier-on-some-platforms-than-others-and-if-so-do-you-have-thoughts-as-to-why-that-might-be\"><strong>Q2: What are you doing on the different platforms to try to reach new customers? Do you find it easier on some platforms than others? And if so, do you have thoughts as to why that might be?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Different platforms allow different ad formats and targeting options. <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>Nothing\u2026&nbsp;but I do have a client that is bidding on a super technical term and using search almost as a display ad. In the old days I never would do that because&nbsp;of intent&nbsp;and matching but it\u2019s super cheap for them and getting traffic and it\u2019s a super long conversion cycle so it\u2019s OK. <a href=\"https:\/\/twitter.com\/runnerkik\" target=\"_blank\" rel=\"noreferrer noopener\">@runnerkik<\/a><\/p>\n\n\n\n<p>Impression based remarketing is a super power on Microsoft &#8211; it&#8217;s a must for net new customers. <a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/p>\n\n\n\n<p>Obviously, case by case on this! <a href=\"https:\/\/twitter.com\/runnerkik\" target=\"_blank\" rel=\"noreferrer noopener\">@runnerkik<\/a><\/p>\n\n\n\n<p>Aside from brand campaigns, I would categorize most of what I do as reaching cold audiences for clients. But those who are searching, as I\u2019m primarily in Google Ads for clients. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>I use a combination of audience list and remarketing list exclusions wherever possible. And try to analyze user journeys with tools like Clarity. <a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/p>\n\n\n\n<p>We have tested the &#8220;new customers&#8221; feature in performance max for an ecomm client and like Barry was mentioning, it&#8217;s difficult to justify higher CPA&#8217;s and lower efficiency if you don&#8217;t have strong insights into seeing how much of a brand lift it has. <a href=\"https:\/\/www.linkedin.com\/in\/breannebartlett\/\" target=\"_blank\" rel=\"noreferrer noopener\">@BreanneBartlett<\/a><\/p>\n\n\n\n<p>There is a of trust you have to have in platforms too when you choose an option where it tells you it is prioritizing new customers. I think many of us are at least a bit jaded on how much we can actually trust that the platforms are truly seeking fully new customers\u2026<a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Absolutely! We ended up not keeping it as an evergreen strategy but it was insightful to see the difference in efficiency. <a href=\"https:\/\/www.linkedin.com\/in\/breannebartlett\/\" target=\"_blank\" rel=\"noreferrer noopener\">@BreanneBartlett<\/a><\/p>\n\n\n\n<p>It really depends on the client\u2019s offerings, product\/service. I have seen campaigns running on Meta with crazy low CPAs and I cannot even replicate&nbsp;<strong>them<\/strong>&nbsp;with Google Ads. I have one client where we almost spend the same on MS Ads compared to Google Ads (windows software\u2026. so yeah, I know). I think you need to keep testing which platform is better for cold traffic, because sometimes one starts&nbsp;<strong>working<\/strong>&nbsp;surprisingly well. <a href=\"https:\/\/www.linkedin.com\/in\/erno-horvath\/\" target=\"_blank\" rel=\"noreferrer noopener\">@ernohorvath<\/a><\/p>\n\n\n\n<p>Barry\u2019s points about social ads feeling less intrusive than they did in the early days was really interesting too. With the pushing of more of a \u201cfor you\u201d feed as defaults rather than a strict \u201cpeople or accounts you\u2019re actively following\u201d feed. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Social platforms boiled us. <a href=\"https:\/\/twitter.com\/runnerkik\" target=\"_blank\" rel=\"noreferrer noopener\">@runnerkik<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/breannebartlett\/\" target=\"_blank\" rel=\"noreferrer noopener\">@BreanneBartlett<\/a> I\u2019m pretty sure some of the conversions in Search brand are due those campaigns, just there is no way to tell for sure. (Client asked us to pause PMAX because of CPA, and surprise, surprise Brand started to get less conversions as well). <a href=\"https:\/\/www.linkedin.com\/in\/erno-horvath\/\" target=\"_blank\" rel=\"noreferrer noopener\">@ernohorvath<\/a><\/p>\n\n\n\n<p>We are typically finding cold customers outside of search &#8211; so display, YouTube, Demand Gen, PMax, Meta&#8230; but it&#8217;s still the most efficient to use audience signals where possible to show those ads to cold audiences who are at least in the ballpark of people who could use the solution. <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>I think Google has some of the better audience options that don&#8217;t require you to have your own first-party data. <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>Like <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a> said, we are essentially doing the same. Our cold prospecting-type campaigns are outside of Search. <a href=\"https:\/\/twitter.com\/adwordsgirl\" target=\"_blank\" rel=\"noreferrer noopener\">@adwordsgirl<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-q3-have-you-seen-drop-offs-in-performance-over-the-past-year-and-or-major-differences-in-cold-vs-warm-audience-results-has-it-varied-by-platform\"><strong>Q3: Have you seen drop offs in performance over the past year and\/or major differences in cold vs. warm audience results? Has it varied by platform?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Not really &#8211; we continue to see solid performance in both. I would argue cold audiences have actually improved some, but it also still depends on how far down the funnel you want them to go. <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>Search got a lot more expensive for cold audiences as broad match has put more players into each auction and raised CPCs, but that&#8217;s why using the other platforms and ad types is so important. <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a> <\/p>\n\n\n\n<p>Search got a lot more expensive for your own brand name as well. <a href=\"https:\/\/www.linkedin.com\/in\/erno-horvath\/\" target=\"_blank\" rel=\"noreferrer noopener\">@ernohorvath<\/a><\/p>\n\n\n\n<p>Google is more expensive with the continued \u201cbroadification\u201d of search terms and keywords\u2026<a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Agree; we saw rising CPCs for Brand without seeing an increase in competitors bidding on Brand terms. <a href=\"https:\/\/www.linkedin.com\/in\/jeffreyhain\/\" target=\"_blank\" rel=\"noreferrer noopener\">@JeffreyHain<\/a><\/p>\n\n\n\n<p>Clients don\u2019t exactly dig that it costs more to try to keep the same level of performance YoY. Competitors matching to brands makes me. Choosing to run ads on competitor names is a very strategic decision that Google seems to think is no big deal. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>There\u2019s a lot more volatility for sure. <a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-q4-how-do-you-try-to-capture-the-attention-of-potential-customers-in-today-s-short-attention-span-universe\"><strong>Q4: How do you try to capture the attention of potential customers in today\u2019s short attention span universe?<\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>I am very big on making sure I have a very good idea of what other ads potential customers are probably seeing so that I can help to make sure my clients ads are competitive. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>Videos, reels, influencer content, gifs&#8230; but at the end of the day, it&#8217;s really about the quality of the content. <a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/p>\n\n\n\n<p>I strongly advise all clients to build content in any shape or form they can and not stick to ads only including Linkedin, Social, etc. For larger clients &#8211; newsletter sponsorships, influencers become a part of the plan. <a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/p>\n\n\n\n<p>I also think if you can find creative places to get awareness to your target demographic, everything should be on the table &#8211; even if it is not PPC. <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>So local businesses for example sponsoring sports teams or charity events. For example, my husband is on the board of a local nonprofit that coordinates getting food that would otherwise be thrown out from restaurants and convenience stores, etc., to shelters and places where it can be eaten. But they also will coordinate food drives where businesses can participate and collect food. They publicize where food drives are happening. Outside the box! <a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/p>\n\n\n\n<p>UGC has been a big part of creative strategy recently as well as high quality video. <a href=\"https:\/\/www.linkedin.com\/in\/breannebartlett\/\" target=\"_blank\" rel=\"noreferrer noopener\">@BreanneBartlett<\/a><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>PPCChat Participants<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Julie F Bacchini&nbsp;<a href=\"https:\/\/twitter.com\/NeptuneMoon\" target=\"_blank\" rel=\"noreferrer noopener\">@NeptuneMoon<\/a><\/li>\n\n\n\n<li>Navah Hopkins&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/navahhopkins\/\" target=\"_blank\" rel=\"noreferrer noopener\">@navahhopkins<\/a><\/li>\n\n\n\n<li>Jeffrey Hain&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/jeffreyhain\/\" target=\"_blank\" rel=\"noreferrer noopener\">@JeffreyHain<\/a><\/li>\n\n\n\n<li>Ali Mehdi Mukadam&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/alimehdimukadam\/\" target=\"_blank\" rel=\"noreferrer noopener\">@alimehdimukadam<\/a><\/li>\n\n\n\n<li>Pablo Berckmans <a href=\"https:\/\/www.linkedin.com\/in\/pablo-berckmans\/\" target=\"_blank\" rel=\"noreferrer noopener\">@PabloBerckmans<\/a><\/li>\n\n\n\n<li>Reva Minkoff&nbsp;<a href=\"https:\/\/twitter.com\/revaminkoff\" target=\"_blank\" rel=\"noreferrer noopener\">@revaminkoff<\/a><\/li>\n\n\n\n<li>Erno Horvath&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/erno-horvath\/\" target=\"_blank\" rel=\"noreferrer noopener\">@ernohorvath<\/a><\/li>\n\n\n\n<li>Sarah Stemen <a href=\"https:\/\/twitter.com\/runnerkik\" target=\"_blank\" rel=\"noreferrer noopener\">@runnerkik<\/a><\/li>\n\n\n\n<li>Ameet Khabra <a href=\"https:\/\/twitter.com\/adwordsgirl\" target=\"_blank\" rel=\"noreferrer noopener\">@adwordsgirl<\/a><\/li>\n\n\n\n<li>Breanne Bartlett <a href=\"https:\/\/www.linkedin.com\/in\/breannebartlett\/\" target=\"_blank\" rel=\"noreferrer noopener\">@BreanneBartlett<\/a><\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Related Links<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.karooya.com\/blog\/cmas-findings-on-google-metas-market-power\/\" target=\"_blank\" rel=\"noreferrer noopener\">Who Really Controls the Web? CMA\u2019s Findings on Google &amp; Meta\u2019s Market Power<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.karooya.com\/blog\/ai-max-for-search-what-it-is-how-it-works-and-when-to-use-it\/\" target=\"_blank\" rel=\"noreferrer noopener\">AI Max for Search: What It Is, How It Works, and When to Use It?<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.karooya.com\/blog\/unlocking-search-term-insights-in-microsoft-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">Unlocking Search Term Insights in Microsoft Ads<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Here is the screencap of this week&#8217;s PPCChat session, where host Julie F Bacchini engaged experts in a discussion about the platforms they use to reach cold audiences. The conversation covered whether there are significant differences in performance between cold and warm audiences, if those differences vary by platform, and more.<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ub_ctt_via":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-26325","post","type-post","status-publish","format-standard","hentry","category-ppc-chat"],"featured_image_src":null,"author_info":{"display_name":"Amita","author_link":"https:\/\/www.karooya.com\/blog\/author\/amita\/"},"_links":{"self":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/26325","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/comments?post=26325"}],"version-history":[{"count":9,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/26325\/revisions"}],"predecessor-version":[{"id":26335,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/26325\/revisions\/26335"}],"wp:attachment":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/media?parent=26325"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/categories?post=26325"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/tags?post=26325"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}