This is the first post in a series on the Google Ads audience tab. In this post, we’ll focus on the topic of how Google defines an “audience” as it pertains to Google Ads (formerly known as AdWords) display campaigns, and some of the strategic ways you can make use of audiences within your display campaigns.
An audience within Google Ads is a means of segmenting or targeting your display campaigns. With audiences you can do either of two options:
The actual “audiences” or segmentation options available to you include:
You determine the type of targeting you want to do (target all audiences and manage bids for certain segments such as demographics versus targeting or excluding only specific types of audiences) within your Google Ads networks and devices campaign settings when you designate your campaign as having a broad or specific reach:
In addition to the simple ability to manipulate bids and exclude or narrow to include only certain segments, obviously one of the more interesting and potentially powerful options surrounding these combinations of audience types is how you can mix and match things like remarketing lists, keyword targeting, placement targeting, and interest types to create highly relevant and tightly themed display campaigns.
In the next two posts on the audiences tab, we’ll take a look at how to manipulate and interpret the reporting available through the audiences tab, and finally we’ll focus on specific strategies for creating these custom segmentations to help you get the most out of the many options available to advertisers by creatively combining audiences in specific ways for specific purposes.
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