How to Add or Exclude Audience Segments in Google Ads

Q: What's the difference between adding an audience for observation vs. targeting?

The key differences are in how they affect ad delivery and data collection. Observation mode doesn't limit your ad's reach and allows you to monitor performance for specific audiences while still showing ads to users outside the selected audience. It's useful for gathering data and insights without restricting potential impressions. Targeting mode, on the other hand, restricts your ads to show only to the selected audiences, which limits your ad's reach but can increase relevance and potentially improve conversion rates. While targeting may reduce overall impressions, it's useful when you want to focus your budget on specific audience segments.

Q: What types of audience segments can I target in Google Ads?

Google Ads offers several audience segment types: Affinity Audiences (based on users' long-term interests), In-Market Audiences (users actively looking for products or services), Custom Segments (audience segments you create based on search terms, websites, or apps users interact with), and Remarketing Audiences (users who have previously interacted with your website or app).

Adding or excluding audience segments in Google Ads is a game changer for targeting the right people and increasing campaign effectiveness. Whether you want to reach a new set of potential clients or exclude groups that aren't performing well, it’s all about fine-tuning your targeting. This quick and easy guide will show you how to add or exclude audience segments for paid search campaigns in Google Ads!

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How to Add Audience Segments in Google Ads:

Select Campaigns in the left-hand-side menu
Open the Audiences, keywords and content drop down menu
Select Audiences
Under Audience Segments, select Edit audience segments
Select to apply audience on either the campaign or ad-group level
Select the audiences you would like to add as targeting or observation

How to Exclude Audience Segments in Google Ads:

Select Campaigns in the left-hand-side menu
Open the Audiences, keywords and content drop down menu
Select Audiences
Under Audience Segments, select Edit audience segments
Scroll down and click on Edit exclusions (under Exclusions)
Select to exclude audience on either the campaign or ad-group level
Select the audiences you would like to exclude

Frequently Asked Questions on Adding or Excluding Audience Segments in Google Ads

What's the difference between adding an audience for observation vs. targeting?

The difference between adding an audience for observation versus targeting in Google Ads lies in how it affects your ad delivery and data collection:

Observation:

Doesn't limit your ad's reach
Allows you to monitor performance for specific audiences
Ads still show to users outside the selected audience
Useful for gathering data and insights without restricting potential impressions
Enables you to see how different audiences interact with your ads

Targeting:

Restricts your ads to show only to the selected audiences
Limits your ad's reach to specific audiences
Can increase relevance and potentially improve conversion rates
May reduce overall impressions and reach
Useful when you want to focus your budget on specific audience segments

What types of audience segments can I target in Google Ads?

Google Ads offers several audience segment types, including:

Affinity Audiences: Based on users' long-term interests.
In-Market Audiences: Users actively looking for products or services.
Custom Segments: Audience segments you create based on search terms, websites, or apps users interact with.
Remarketing Audiences: Users who have previously interacted with your website or app.