Segmenting by Audience on Google Ads is a must have on your Google Ads accounts.

The purpose of these Audiences is for ads to be targeted to a particular group of customers grouped into different groups by Google because of their behavior. So this set with the remarketing segmentations will make you optimize your budget better, since you will direct the active ads in the account to your target audience.

It should be added that its rival Facebook has a much more precise audience segmentation. Google Audiences are much broader. But beware, not because of this fact do we have to waste them.

What are Google Ads Audiences?

Google Ads Audiences are a way to segment and target campaigns. They reinforce the whole structure of our ads and make them even more meaningful.

In our structure we will have different campaigns classified, for example, in products, brand, material and a long etcetera. These will contain groups of advertisements that will further disentangle the campaigns. Ad groups will contain keywords that will have a high relationship with the ad. Therefore, everything here has a correlation and a focus on a group of people with similar hobbies/taste.

When we mount campaigns we always think and expect that the clicks will come for this group of people, in case you don’t know the Audiences. If you know how to segment by Audience on Google Ads this problem will not be encountered.

storage organization GIF by The Container Store
Very important to have everything organized

I was talking about campaign structures before… if you don’t know how to structure them, here’s an idea of how to structure them. Although if you see that you do not get much clearer with this of Google Ads I recommend that you see our services of Advertising in Google.

Google Ads Audience Types

Audiences get data from their own interfaces or applications such as Google search engine, Gmail, Play Store and Apple Store, Google Maps and YouTube among others. Although we can also provide our list from our database or Google Analytics.

The types of audiences you can find on Google Ads are as follows:

Related or Interest Based Audiences

I believe that this type of audience does not need introductions. Still, as the name suggests, they are groups of people who have some interest in different topics because of the searches they do, the videos they watch on YouTube, or the apps they have downloaded.

Custom like-minded audiences

We could say that it shares the same essence as the Like-Minded Audiences but goes one step further by being able to personalize them. To understand it: you group the users in interests, but these interests are personalized by us.

audiences google ads Like-minded audiences
Related audiences

Audiences with intent to purchase or in market

They are those people who due to their behaviour on the web demonstrate a clear intention to make an online purchase. As with interests, you will group user groups based on their buying intent with a generalized group of products.

Audience with intent to purchase
Audience with intent to purchase

Remarketing audiences

These audiences gather all those people who have interacted directly with us. This is the best list you’ll ever find. They are those people who have already awakened some interest in us and if we impact them again “things may happen”.

Here, too, the conditions of O, NO or Y intervene. You can combine this with the slugs to combine exclusions or to generate groups of highly targeted audiences.

Similar audiences or lookalikes

If you have experience on Facebook Ads I am sure you will be using the lookalikes. If you don’t have it, we can help you with your Facebook ads. You can create similar audiences with the same characteristics as those that have worked well.

Lookalike audience
Lookalike audiences behave in much the same way

How do I add Audiences in Google Ads?

If you’re liking the post but don’t know how to add the audiences to your account or you see it as a bit of a mess; this point is the solution to your problems.

In the left panel of Google Ads you have a section called “Audiences” if you click on it you can see all the Audiences you are using and in which campaigns they are being used.

Then, if you are a little more curious and in addition to the results of the audiences you want to see the remkarketing lists such as personalized audiences, audience statistics or see what sources are collecting the audiences and their statistics.

You must go to “Tools and Settings” and click on “Audience Manager”. It would be like this:

This is where you can create your remarketing lists. One option is to replicate the same ones you have in Facebook Ads.

But if you want to add audiences in your campaigns or ad groups the steps to follow are the following:

  • First you must go to that campaign or group of ads in which you want to add the audience.
  • Then, in the left panel, click on audiences. You’ll get a plus (+) for adding audiences. Click on it. You must select Segmentation or Observation (the Recommendation talked about this).

You can put the search words related to your campaigns/advertising groups and it will give you results in relation to the word you have put. It can also generate ideas of which ones suit you or would be appropriate for your account and finally you can explore different types of audiences that are available for your account.


Here I will show you a series of tips or recommendations to keep in mind when you start using your audiences in Google Ads accounts. These are different aspects that we have to take into account and study how they can affect our campaigns.

Segmentation and Observation

When you are going to include a group of audiences in Google Ads, the first thing it will ask you is if you want it in “Observation” or “Segmentation” mode. It is very important to know what kind of campaign you are going to do and with what audience, so that you check the right box.

For you to understand it better Observation is that in addition to impacting on all those who exercise the searches, for example, we also impact on those groups of Audiences that we have previously included. This way we don’t limit the ads to just that group of people.

This can be used to test whether the groups are working, as well as to test whether to include an audience and see how they might perform. However, if you go a little limited do not get excited and put many audiences because in the end you will not know where to throw Google.

On the other hand, if you select Segmentation what you are implying is that you limit your campaigns to only this audience that you have included. This is the best option for retargeting or for making campaigns with a very clear and precise message for segmented audiences.

Neither one is better, nor one is worse. It’s a matter of assessing what’s best for you or what’s most profitable for you.

Getting support with Google Analytics

In Google Analytics you can get a lot out of audiences. Google Ads and Google Analytics are perfectly linked.

Creating google ads audiences from Google Analytics
Building an audience from Google Analytics

For this same reason you can create many campaigns from Google Analytics and transfer them to Google Ads. This is quite helpful either because you perform better in Analytics than in Google Ads or because you see that you can get more play from the analytical tool.

Don’t be afraid to experiment

In the first recommendation, I was talking about observation and recommendation. Well, with observation we can experience certain audiences and see if they have a good result or not. There are no categorical truths here and no pre-established road maps. But there are times when you have to test different things to see their results. If you like A/B testing, stop by.


Be sure to inspect the lists and audiences

In the digital world, we are a little tired of hearing that we have to reinvent ourselves. Well, I, not to fall into this typical phrase again, tell you that you simply inspect regularly the audiences that you can apply to your Google Ads accounts. So… get into Sherlock Holmes mode.

Bet on the winning horse

Yes, without a doubt. If one of your audiences is doing well and you see that the data is more than favourable to your estimates… boy, put a little more money into it. In Google Ads you can raise the bidding percentage of the audiences you have. For remarketing it is quite useful.

Don’t be so specific

Don’t try to go to a small group or to the maximum, that if you can there is no problem. But if you try to rate the audiences so much and narrow it down so much in the end Google won’t have the volume to start working normally and your campaigns won’t have the result you expect.

Customize the message

If you go for specific audiences or for remarketing lists, in order to have good rates and better results you should improve the message of your ads focused on each group of audiences. The consumer likes the customizations around him/her.

With everything explained in this post I imagine that you will not lack reasons to start including Audiences in Google Ads or create Audiences from Google Analytics for advertising accounts.

If you find it a bit confusing or even need help don’t hesitate to contact us.


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