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Google Ads Custom Audience Segments

Published on: December 7 2022 by Paid Media Pros

Google Ads Custom Audience Segments

Google Ads Custom Audience Segments

we have videos on our channel covering
custom intent audiences and custom
affinity audiences since we've made
those videos google ads combined those
two into one type of audience called a
custom audience and even after that
combination happened they changed the
name from custom audiences to custom
segments so we're going to go over a few
thing in today's video
first we're going to cover how custom
segments work what type of signals does
google use to make sure that we are
trying to get in front of the right user
second we're going to go over the inputs
that advertisers can use to come up with
our own custom segments
then i think the most valuable part will
just show you some ideas of custom
segments you may want to create for your
campaigns and then we'll go over how you
can add them to your ad group targeting
as i stated in the intro the original
way we could create these custom
audiences is by creating different
custom intent or custom affinity
audiences now with the new custom
segments we don't have to do any of the
separation it's all going to be combined
within one audience now originally
custom affinity was very broad looking
at the more tv like demographic
audiences of the normal affinity
audiences and then the custom intent
audiences were pretty much like creating
your own in-market audiences with custom
segments they're all combined into one
and we clearly see a difference between
affinity and in-market audiences so when
you're combining them into one you're
probably asking well how do they
actually work now and there are three
signals that google ads looks at that
really make up your custom segments and
depending on which campaign goal and
which bid strategy you are using google
ads will take those into consideration
with these three signals the first is
going to be reach reach is how many
people you are getting in front of and
that is totally going to be dependent on
what type of custom segment or custom
audience you are creating and we will
get into options later on
next is consideration and there are
definitely signals in terms of previous
search history user behavior on other
websites and depending on which type of
custom audience google will be able to
define the user intent whether they were
previously searching for something more
specific or just starting the initial
discovery phase of what product or
service they were looking for and then
historical performance they can pretty
much assume they're going to use the
similar or look-alike type behavior and
more audience consideration to better
match the user you actually want to get
in front of now we just went over three
of the main signals that i used to get
in front of the right audience when
using a custom segment and the
advertiser has the majority of the
control of what type of custom segment
they want to create so advertisers can
do that in three main ways first we can
use keywords or phrases that'll pretty
much represent the ideal customer you
want to get in front of one possible way
you can use keywords is to get in front
of people who have similar interests or
purchase intentions that are related to
these keywords or keyword phrases or if
your ads are showing up on google
properties you can use these keywords
for people who have searched for these
terms on google or youtube and i'll
explain that a little bit further later
on but if they search for these keywords
before that shows a deeper intent and to
me these are still more specific than
the old custom affinity audiences that
we create the next input will be urls
think of it as people who browse
websites similar to these urls we're not
creating a list of remarketing audiences
of people who visited these certain
websites that's not possible unless your
google analytiks or your remarketing
codes are on these other websites think
of it more of similar behavior again
people who like to browse or visit
websites similar to the urls we're
creating and just to confirm this isn't
placement targeting our ads are not
going to be shown on these urls and last
is apps similar to the url input people
who like to use or visit apps similar to
the ones that we are using within our
custom audience segments and also like
the url input this is not saying that
our ads will show up on these specific
apps if they have ad placements they
could but we're using more behavior
signals now that we have this
introduction of how custom segments work
let's hop into google ads and we can go
through the setup
okay i'm in the paid media pros google
ads demo account and to create a custom
segment audience we need to head to the
audience manager to do that go up to
tools and settings and then under the
shared library column we see audience
manager the initial view will be all of
the audience segments you already have
created some of them will be
automatikally created by google ads but
to start creating your own custom
segments we just need the option right
next to the default one clearly states
custom segments i have a few options
here we're going to ignore those pretend
that we don't have any created so to
begin creating a new one we need to
click the blue plus button there it says
create a custom audience and then you
have the option to name it but before i
do i want to go over the next section
right below it because there's a clear
difference between these two the default
option where you see the blue circle
right now is choosing people with any of
these interests or purchase intentions
so we can still enter in keywords right
now and this is going to be more
behavioral targeting people who are
actively researching specific products
or services based upon the keywords that
we will enter below now these interests
and behaviors are going to be pretty
much more for the display network not on
google properties so you can use these
custom segment audiences like i said for
your display campaigns and i'm not
toking about remarketing because when
we're creating these custom segments
there's no proof that these people have
visited your website before or have
interacted with your brand before so
separate those two out if we go down and
choose the other option people who
search for any of these terms on google
if you look at the little fine print
below this option is only for users on
google properties so this is going to be
for google search and your rlsa
campaigns definitely for your youtube
campaigns and also for the google
discovery campaigns which will include
the gmail placements now since we cannot
create standalone gmail campaigns
anymore it's all part of discovery so if
you do want to layer in audiences to
your rlsa campaigns you're running
youtube campaigns and you're running
discovery campaigns you will want to
select the second option and this is the
one i love a lot more and i toked about
it and the initial slides because this
is the option where you can create
audiences based off of search queries
that users have typed on google.com or
youtube if they're searching for this
stuff in the past they're going to be
pretty valuable to me and that's why i
skipped the segment name initially
because i wanted to show you what the
two different settings are if i was
going to pick the default option of
people with any of these interests or
purchase intentions knowing that i can
pretty much use this on the display
network i would call that out i would
make sure this audience name is labeled
custom audience i would say i can only
use this for display and then google ads
because that is going to be the bulk of
what i add for the search terms but in
this case i selected the google property
settings so i will call that out in my
segment name this is not something you
have to do i'm just letting you know
this is what i do to better call this
out because if i create a google
properties custom segment audience i
cannot use that on a display campaign i
would have to pretty much duplicate this
audience and choose the other setting so
that is why i specifically call it out
in my segment name but then go ahead add
all your google search terms once i did
that we see some sort of forecasting
stats off to the right a lot of
impressions some demographic information
and we can see this is just for
english-speaking users in the united
states if i scroll down
i can then click create let's go ahead
and create another one really quick i
can go up include my name this time i'm
going to leave it as the interest and
purchase intentions but let's go through
one of the different inputs and we can
see those down below remember i said you
could add in urls and apps let's just
stik with urls different types of
websites so here are just a few
different examples i'm going in typing
in a bunch of different industry urls if
you've been in this industry for a while
you know that it's a fairly tight theme
so in this case as i mentioned in the
slides earlier i'm creating an audience
off of users who typically visit these
types of websites this is not a
definitive remarketing audience off of
people who do visit these websites so
still behavior and interest related
targeting and you can do the same thing
with apps i chose this from an interest
or purchase intentions because people
aren't really searching for these
domains these aren't keywords these are
urls so i'm going to use this one
primarily for my display targeting and
that's just another option we can create
so there are a few different options i
showed you on how to create them you can
see it's very easy from the three
different inputs we can create and the
two examples i went i kept each of the
inputs separate one keyword type
audience one url type audience but you
can layer on different components
together so next i want to show you a
few of the different types of audiences
you may want to create for your
different accounts so let's hop back
into some slides and i'm going to give
you some of my favorite custom segment
audiences i love to create in my
by far one of the favorite custom
audience segments i like to create is
from competitor terms if you've been
doing paid media for a while you
probably know competitive targeting can
be expensive especially keyword
targeting on the search network but one
thing we know just going through the
settings that we just ran over is that
if you are targeting custom segments on
google properties those are based off of
search terms that people have typed in
on google.com or youtube so that shows a
clear intent if people are searching for
your competitors create a custom segment
of your competitor terms i'll leave it
up to you if you want to combine all
your competitors into one or in this
example we're using one competitor and
all their different types of products
and then get in front of those users who
have searched for your competitors with
creative that showcases why your brand
is the better option why are you better
than this competitor it's one of my
favorite ways to try to steal market
share this may not be applicable to
everyone but look at localized terms if
you have a brick and mortar location or
people can actually walk into your store
look at some of those localized terms
get in front of users who are searching
for near me or calling out specific
cities this is where i strongly
recommend that creative is going to be
important that you're making creative
that matches the location that people
were searching for and then help them
find ways to actually get into your
store to look at your products or
services another one could be top
selling products now the image right
here is just pulled from google
analytiks just looking at the overall
e-commerce report we can see top selling
products and the ones driving the most
revenue but you don't have to use just
google analytiks if you want to pull
product names based on what's performing
with your crm looking at lifetime value
do you want to create a custom audience
off of the top products that are driving
the overall sales do you want to create
a different custom segment for the
products that are having better margins
maybe you want to have some sort of
seasonality and just create a custom
segment for all your black friday
products that are coming up depending on
what your sales goals are create
different audiences for those specific
products the ones that are better for
your business driving more money driving
more sales try to get in front of more
users who are searching for those
specific products that are helping your
business and this is a unique one site
search queries so there is a way in
google analytiks to record site search
queries that is the search function on
your specific website so when people
already go to your website they're
trying to find specific pages products
those types of things on your own
website when they're already there so in
this case we look at specific examples
especially for seasonal businesses on
when people are searching for specific
products when do they start searching
for this specific need i'm in milwaukee
wisconsin we definitely have some cold
parts of the year so in this case you
can see a specific example where people
are looking for ice fishing heaters car
batteries when those die out in the
winter time we can switch the date
ranges and see when people come to this
website when do they start searching for
these products i can build custom
audiences for these product names and
then be proactive and get in front of
users during these specific seasons and
be the first one out there in the market
to let users know hey we have everything
you need in terms of ice fishing we have
your winter tires we have your new car
batteries and be the first ones out
there because we know when people search
for these specific terms on our website
besides on-site queries i like to look
at your specific best performing queries
within google ads take your best
performing keywords take your best
performing converting queries and that's
even another custom segment audience you
can create there are a variety options
you can choose just make sure that
they're appropriate for your campaign
goals and that you have the creative to
back up the audience you are trying to
so the last thing i want to cover is how
you can add some of your custom audience
segments to your ad group targeting i'm
still in the audience manager tool so
i'm going to go back up and head up to
the main overview and then i'm just
going to choose a random campaign i'm in
a specific ad group as you can see on
the top so i'm going to go over to the
audience section you see the top choice
is audience segments so i'm going to go
over and edit the audience segment
assuming you're creating a custom
audience segment to target i'm going to
leave it as the targeting setting not an
observation or bid only so i can go to
the search bar right here and if you
know the name of your custom audience
segment you can start typing it in i
typed in urls that's for the one i just
created and then i can select it from
there i'm going to ignore that because
the second option besides searching for
it is to go up and click browse and then
we see the bottom option of choosing
your custom audience segments and there
we see the options that were created in
audience manager so then i can just go
up select my custom audience segments
and yes you can choose more than one and
then i can go and save it but before i
do i just wanted to call out this option
right here you can start creating your
custom segment from this audience view
within one of your ad groups you don't
have to go to audience manager i'm just
so used to going it because it's easier
to see all my audiences in one place so
i'm going to go back down and click save
and even though they hide it you can
click on the drop down of show table and
then you will see all of your audience
segments that you have added to this
partikular ad group targeting now i know
some of the questions i get a lot are
which audiences should i try first for
display or youtube targeting i get
wanting to ask that type of question but
it's hard for us to answer that that is
because each industry is different and
each account is different and when each
industry is different there are
different targeting options by default
within the google ads platform that
could be better for each different type
of industry sometimes there are
in-market audiences or lifetime event
targeting that are perfect for certain
industries in other cases i've worked
with very niche industries that they
will never have an in-market audience or
an affinity audience an overall topic
type targeting that really fit to what
they're looking for that's when custom
audiences can be really helpful just
remember some of the examples i showed
you of different types of custom
audience segments you can create in my
opinion i can always be more specific
with my custom audience segments than
any of the default audiences that are
available within google ads but like i
said you never know what you might find
within all the default options that
could be perfect for your industry you
just have to do the research yourself
the goal this video is to show you what
you can do with custom audiences and how
you can implement them depending on what
campaign type you are using within
google ads if you have different ideas
of ones that we haven't covered within
this video let the community know in the
comments below and as always if you have
any questions we'll be more than happy
to answer them thanks for watching our
video if you found it useful give us a
thumbs up below we release a new video
at least once a week so if you want to
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