Google Ads Audience Targeting: Custom Segments

What Are Custom Segments?

Custom segments, also known as custom audiences or audience segments, are audiences you can build by using specific keywords, URLs and apps related to your product or service. These segments are created to tailor your marketing strategies and messages to groups interested in your business.

Creating custom segments allows businesses to personalize marketing efforts, deliver targeted advertisements and provide more relevant content to specific groups. Using this approach, you can reach and engage with different customer segments more precisely and effectively, leading to better marketing results and potential conversion increases.

Custom Segment Inputs

There are three ways to build your custom segment audiences: Interests and purchase intentions, Websites similar to and Apps similar to. As you build your audience, Google builds your segment insights which show you your estimated weekly impressions, gender and age demographics, parental status and topics to help you understand your audience. 

Interests and purchase intentions

You can put search terms that your potential customers are searching for themselves in the interest and purchase intentions tab. Using interests and purchase intentions, you are able to get very specific. For example, if your company specialised in selling heavy-duty work boots you could include search terms such as ‘steel toe cap boots’ and ‘work boots’ rather than just ‘boots’ to accurately target your business’s desired customers. 

Websites similar to

Using Websites similar to, you are able to input URLs to target people that have used similar websites to your selected URLs. This doesn’t mean that potential customers will see your ads on these particular websites but on websites that are related to them. For example, if we chose websites associated with building supplies our ads are going to be shown to relevant customers for our business.

Apps similar to

Using Apps Similar to, you are able to select apps that relate to your business. This is an effective targeting method due to the fact that you are able to analyse and target very specific customers based on the types of apps they are using. For example, if your business was construction-based, selecting apps that only relate to construction workers will allow your ads to show to the exact demographic that relates to your business. 

In conclusion, by defining segments based on specific characteristics or behaviours and then creating targeted campaigns specifically for those audiences, you can create personalized messages that resonate with your audience, increasing engagement and response rates. This targeted approach helps you deliver the right message to the right people at the right time.

When you tailor your marketing efforts to specific segments, you increase the chances of converting leads into customers. By understanding the unique characteristics and preferences of each segment, you can create targeted campaigns that address their pain points and provide solutions. Custom segments enable you to focus your resources on the most promising prospects, resulting in higher conversion rates.

Custom segments are just one of the ways you can laser target your ad campaigns. For more information on these or any other targeting methods, fill in the form below to get in touch with us. 

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