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No two potential customers are exactly alike. But when they interact with your business online, they often behave in similar ways — they could be high spenders, repeat buyers, or window shoppers. By creating audience segments, marketers can define and advertise to specific groups of potential customers based on their online behaviour. Here, we explore how to mix and match your audience segments in Google Ads to improve your advertising results.
What are audience segments?
In Google Ads, audience segments are groups of website or app users who have taken valuable actions, such as subscribing to a newsletter, adding items to a shopping cart, or visiting specific pages. Advertisers can create custom segments that are tailored to the specific behaviours and actions most relevant to their business goals.
For example, a Glasgow nail salon could create segments of visitors to its manicure and pedicure pages to understand their unique preferences and behaviours. If people interested in manicures tend to visit the website late at night, the salon might consider extending its hours. If people interested in pedicures tend to look at manicures too, the salon may benefit from creating a targeted campaign introducing a two-for-one deal.
The salon could also create segments for prospective customers who have shown intent to make a purchase, such as those who nearly booked an appointment or abandoned their shopping cart, and advertise to them.
How can I use audience segments?
Audience segments are often used for remarketing campaigns, where you show ads to people who have already visited your website or app. Remarketing is a powerful tool for re-engaging potential customers.
By tailoring ads specifically to those who have already expressed interest in your business, you can significantly increase the chances of enticing them back to close the sale. This approach is often more cost-effective than reaching out to entirely new users, as you’re focusing your efforts on those who are already familiar with your brand and have demonstrated a higher level of intent.
Take a Bristol sandwich shop, for instance. If it wants to advertise its new lunch menu, it could opt for a general audience or focus on people who have visited its website between 10am and 2pm in the past 30 days. By targeting this narrow audience of regular lunch-seekers with relevant ads featuring its mouthwatering sandwiches, the business can increase its chances of driving conversions.
How do I build audience segments?
To create audience segments, businesses need to integrate Google Analytics into their website or app. Once installed, Google Analytics analyses user behaviour, allowing you to create segments based on specific criteria or rules you define, such as:
- Whether users are new or returning visitors
- The number of pages visited
- Specific pages visited
- Visiting a product page but not making a purchase
- Length of time spent on the site
- Specific buttons clicked
- Completion of a goal, such as a transaction
You can create and manage these audience segments directly within Google Analytics or in Google Ads.
You can also set a date range, such as the past 30 days, or choose an ongoing period. Additionally, you can set segments to expire after a certain time to ensure they remain relevant.
Remarketing
Should I use one audience segment across multiple ad campaigns?
If a segment proves successful, it can be reused across various Google Ads campaigns. For instance, a London florist could reuse its remarketing segment of highly engaged website visitors for spring, summer, and autumn promotions.
To expand your reach, consider creating Lookalike segments in Demand Gen campaigns. Powered by Google AI, these use your first-party data (such as customer lists or website interactions) to find new potential customers with similar attributes. For example, a Newcastle clothing brand could create a Lookalike segment based on jacket buyers to reach new users with similar behaviours online.
Remember: audience interests and behaviours change. A segment that performed well in one season might not work as well in another. It’s good practice to reassess a segment’s suitability for each new campaign to ensure it aligns with your current goals.
Should I use multiple audience segments in one ad campaign?
Business owners can also use multiple segments within one campaign, known as combined segments. For example, a Birmingham-based sports supply store could combine segments for fishing enthusiasts, golfers, and rugby players to reach a broader audience interested in outdoor activities.
Combined segments can also be used to exclude certain audiences. A Cardiff roofer, for example, might offer a discount to prospective customers who have visited their service pages but decide to exclude those who have already booked an appointment or are existing customers. By using audience exclusions, the roofer ensures their ads reach only the most relevant audience.
Mixing and matching audience segments allows businesses to create highly targeted campaigns that resonate with specific groups of potential customers. This can increase the likelihood of engagement and conversion, ultimately leading to more effective advertising.