Audience Segment (2022) - Audience Segments Google Ads [Tutorial]

This video, Audience Segment (2022) - Audience Segments Google Ads [Tutorial] will go over how to set up audience segments in google ads. I will also explain what audience segments are and how to use them in your google ads campaign for better results in 2022.

0:00 Intro
0:10 What Are Audience Segments
0:40 Different Types Of Segments
2:27 Setting Audience Targeting
2:45 Demographics
5:04 Adding & Removing Audience Segments
10:43 Adjusting Bidding On Audience Segments

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Links In This Video: https://support.google.com/google-ads/answer/2497941?hl=en

About audience targeting

You can add audience segment targeting to ad groups and reach people based on who they are, their interests and habits, what they’re actively researching, or how they've interacted with your business. Audience segment targeting can boost your campaign's performance by reaching people browsing websites, using apps, or watching videos. Read the personalized advertising policy (formerly known as interest-based advertising) to help improve the experience for users and advertisers alike.

How audience targeting works

For Display, Search, Video, and Hotel campaigns, audiences are made up of segments, or groups of people with specific interests, intents, and demographic information, as estimated by Google. When adding an audience to a campaign or ad group, you can select from a wide range of segments. For example, these segments could include fans of sport and travel, people shopping for cars, or specific people that have visited your website or app. Google Ads will show ads to people who are likely in the selected categories.

Users are allocated into audience categories for targeting on third-party websites and apps based primarily on their activity on third-party websites and apps. Users are allocated into audience categories for targeting on Google’s own products based primarily on their activity on these products.

Affinity Audiences

With affinity segments, you can reach people based on a holistic picture of their lifestyles, passions, and habits. Those in the affinity segment have demonstrated a qualified passion in a given topic, allowing you to reach the people that matter most with their products or offerings.

Currently, all Google advertisers can access affinity segments in Search, Display, and Video campaigns, as well as Gmail and Display & Video 360.

Life Events

Engage with viewers on YouTube, Gmail and Display around important life milestones, like graduating from college, moving homes, or getting married. By understanding when these moments are taking place, you can tailor your advertising to reach the right users with the right messages.

Like other important milestones, life events are infrequent, and as a result may reach a smaller segment compared to affinities. However, since life events may correspond with many related purchasing decisions, the segment is often larger than the in-market segment, which corresponds with a single purchasing decision. For example, someone who’s about to move will likely buy new furniture, moving services, mortgages, and other moving-related items during the months of their move.

In-market segments

Select from this segment to find customers who are in the market, which means that they're researching products and are actively considering buying a service or product like yours.

In-market segments are designed for advertisers focused on getting conversions from likely buyers. These segments reach consumers close to completing a purchase.

How bidding for segments works with multiple campaigns
If you have multiple campaigns targeting the same traffic, the auction will select the one with the highest effective bid.

Example
Suppose Campaign A and Campaign B are targeting the same model of shoes in a user locality.

Campaign A has a $2 base bid, with a 100% bid multiplier for an audience segment, and Campaign B has a $5 base bid with no multiplier. Campaign B will earn the impression, even though it has no segment bid adjustment.