The option to create audiences in Google Ads allows you to segment users based on different criteria and reach the right user with the right message for less and better.
Segmentation with Audiences
Currently, there are the following types of audiences:
Custom audiences: you have the option to create them based on some thematic theme, a keyword, étc.
Only the option based on an automatically created intent is available in display.
Purchase audience: profiles that are potentially interested in the product or service, by having added products to the cart, visited the web, etc. These are advanced leads in the conversion funnel.
Similar Audiences: find new profiles similar to your current customers.
Demographic data: according to age, location, etc., although if it is too detailed it may not be entirely accurate.
Specific events: locate profiles that live an event (house purchase, wedding). As these are specific occasions, locating them multiplies the probability of sales.
Segmentation by customer list: it requires uploading a list of profiles with their contact details, they can be contacted in search results, shopping, gmail, youtube and display campaigns. Allows to merge online and offline data.
Audiences with similar interests: Segment users according to their lifestyle. A list of 140 different interests is available.
Remarketing: Locate people who have interacted with your company, having seen your advertising, visited your website, etc.
It is also important to keep in mind not to combine several types of targeting at the same time, since the audience to which you can direct the audience will be greatly reduced and therefore, the traffic and conversions.
As Google Ads audiences are designed to achieve specific goals, it is recommended to separate each audience into different campaigns or ad groups to better control budgets and bids according to how close they are to converting.
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