To effectively target your Google Ads campaigns, it is essential that we configure audiences and segments based on user behavior, interests, and demographics. This allows for more personalized and relevant ad experiences, ultimately improving campaign performance. Below are the steps to accomplish this.
Step 1: Access Audience Manager
Navigate to the “Tools & Settings“ menu in your Google Ads account
Under the “Shared Library“ section, select “Audience Manager”
The Left Side Menu has Five Options:
Audiences
Segments
Your Data Insights
Your Data Sources
Settings
Step 2: Create Segments
Navigate to the “Segments” Section of the Audience Manager
Here there are two segments that are currently in use
General Visitors - 90 Days
Visitors That Hit in Past 90 Days
Use Cases:
General Remarketing Campaigns
Vehicle Detail Page Visitors - 90 Days
Visitors That Hit a VDP in Past 90 Days
Uses Cases:
Dynamic Display Ads
Click the “+” To Add A New Segment
Step 3a: General Visitors - 90 Days
Click the “Website visitors” option
Add the Segment Name:
General Visitors - 90 Days
Verify the Tag Source:
Set to the Current Google Ads Tag of the Client
REFRESH BROWSER IF NOT IN LIST
Segment Members:
Set to “Visitors of Web Pages”
Actions:
Set to “Web Page Visits”
Set to the Past “90” Days
Pre-fill options:
Select the “Pre-fill” Option
Not the Empty Data Set
Description:
Leave empty
Click “Create Segment”
Refresh Segment Page and Verify it’s Populating
Step 3b: Vehicle Detail Page Visitors - 90 Days
Click the “Website visitors” option
Add the Segment Name:
Vehicle Detail Page Visitors - 90 Days
Verify the Tag Source:
Set to the Current Google Ads Tag of the Client
REFRESH BROWSER IF NOT IN LIST
Segment Members:
Set to “Visitors of Web Pages”
Actions:
Set to “xinventorydetail”
Set to the Past “90” Days
Pre-fill options:
Select the “Pre-fill” Option
Not the Empty Data Set
Description:
Leave empty
Click “Create Segment”
Refresh Segment Page and Verify it’s Populating
Step 3c: Clean Up Default Segments
Review Existing Segments
Identify default segments that are not in use
Locate old segments that are no longer utilized
Spot any duplicate segments
Examine custom segments for relevance
Remove the Segments
Segments can be removed individually or in bulk
Select the segments you wish to remove
Click on “Edit” in the selection menu
Choose “Remove” to delete the selected segments
Step 4: Audience Setup
Currently, Audiences are NOT used
Campaigns are tied directly to the campaigns