Google Ads Custom Segments Explained For Beginners 2022
Google Ads Custom Segments Explained For Beginners 2022
Custom segments in Google ads are a type of audience that you can create and then use for your video display and Discovery.
campaigns you can create your own custom segments and I’ll show you how to do that in a minute by either entering interests or Search keywords so you can actually enter Search keywords that people are typing into Google or YouTube.
Google ads will use your custom segments for reach consideration or performance depending on your campaign type and objective .
for example if you’re running a campaign that is set up to drive sales you’re using conversion tracking then they will use your custom segments for performance to help drive more conversions throughout the course of your campaign ,so let’s come over to Google ads.
Let’s go over how to create custom segments so you can actually do this as you are going through the campaign creation process or you can do it by going to tools and settings and going to audience manager under shared Library so under your shared library in the audience manager you’re going to see your data segments here which is going to include all of your remarketing audiences and any of your similar audit segments that have been created
but , if we come over here to custom segments. these are some of the different custom segments that I’ve created and there’s two different types they’re all called custom segments but you’ll see over here Search terms so this includes people who have searched for certain terms on Google if we click on the plus sign to create a new custom segment what you can do is name your segment so let’s just say I want to Target people who have an interest in recipes so you could do people with any of these interests or purchase intentions so if I just enter recipes here maybe
I want to enter baking recipes maybe I want to talk about cupcake recipes so I want to focus on more of these baking type recipes what you can do is enter some of these different keywords here and you can use them as interest or purchase intentions now what you’re going to see is I enter recipes I enter these three keywords we’re going to start getting some insights about our segment our weekly available Impressions so when you’re using some of these different interests and purchase intentions it’s going to create pretty large audiences and then you’re going to find different topics as well for some of the types of websites people are interested in now what you can do is do people with any of these interests or purchase intentions enter a bunch of different keywords here you want to make
sure you’re entering keep your keywords relevant you don’t want to go from recipes and then enter a completely separate interest here for example Marathon running or something unrelated
to recipes so when you’re creating custom segments keep them very tight and targeted with the interest and purchase
intentions or if you’re using Search terms keep all your Search terms relevant then what we can also do is expand the
segment by also including people who browse types of websites people who browse websites similar to and I can say allrecipes.com foodnetwork.com and enter a bunch of different websites related to recipes baking recipes so you can come up with a huge list of different websites so what this is saying is include people with the following interests or behaviors enter some of these different interests here or people who browse websites similar to all recipes foodnetwork.com so we’re doing an or here people with these interests or people who browse websites similar to these websites so this is one way to create a custom
segment we can click on Save and it’s going to create a recipes custom segment which we can then Target in our
advertising campaigns the other thing we can do is people who search for any of these terms on Google let’s get rid of
the website option here so what we’re saying is people who search for any of these terms you’re going to see our
weekly Impressions change change and our demographics have actually changed as well so gender here is 68 female for
people searching for these terms when we’re looking at interest or purchase intentions we’re actually at 61 percent
male larger amount of weekly Impressions so if you’re looking for a larger audience you can use interest and
purchase intentions personally I generally use people who search for any of these terms on Google when I’m creating custom segments and you can expand the segment by also doing people who browse certain types of websites or people who use types of apps so I can enter a bunch of different recipe type apps here you can search the Google Play Store so let’s just say I do recipes and it’s going to pull up some of the top apps here so I could say people who use this yummy recipes cookbook and cook
recipe app and this stays pretty similar over here so generally what I’ll do is I won’t do expand the segment by also including I will just do people who searched for any of these terms on Google only on campaigns running on Google properties on other campaigns terms will be used as interest or purchase intentions so what we can now do is we can save this let’s just say I
just want to do baking recipes cupcake recipes we’ll keep it all relevant to baking and we’ll do specifically baking
sweets so cake recipes pie recipes so we’ll keep it here for now now we can enter some of these cherry pie filling
recipes easy peanut butter pie recipe so you can enter some of these different Search terms as well let’s just say I’m
selling a cookbook or a cooking course related to baking and specifically maybe cake decorating or making cupcakes or
something like that so let’s say I’m targeting that so what I can do is enter all of these different relevant Search terms people who have shown an interest in baking pies cakes Cupcakes I can enter cookies we’ll click on Save and then we can do is you can see our recipes custom segment I should probably change this to baking but let’s come back over to Google ads and let’s say I
want to create a new campaign let’s say I want to drive sales I’m trying to drive purchases of my baking cookbook or whatever it is we’ll click on continue so for a custom segment you can use it for display video and Discovery campaigns so let’s just say in this case I want to run a video campaign we want to drive conversions we’ll click on continue so as we’re going through all
of our different settings we’re creating our campaign as we come down here for audience so people who we want to reach
we can click on add an audience and we can click to create a new audience and enter our audience name here add or
create custom segments so you can actually create custom segments right here if I come over to browse it’ll pull up all the custom customs segments I’ve created I can choose recipes and that’s all I really need to do to enter this audience so this would be my custom segment that I’m targeting I can click on Save I can exclude what you’re going to see is some of the top interests so pretty good here if I am selling something related to baking 22,25 and 34 years old so we could see demographic data we can see gender data so we can see all of these different data here and we can click on Save and start targeting this custom segment that we just created and then all you want to do is look at how your performance is and you can always try a different custom segment or you may be better off trying something like a similar audience or using your data or using an existing in-market