Google Ads Combined Segments Explained For Beginners 2022

TL;DR

Google Ads combined segments let advertisers target users who meet multiple audience conditions at the same time instead of targeting each segment separately. Advertisers can combine two to five segments, narrow audiences with additional criteria, and exclude segments. The feature works with search, display, and video campaigns; read on for a step-by-step Miami travel example and practical targeting options.

Transcript

so combine segments in Google ads allow you to reach users who are in multiple segments rather than targeting each audience segment separately so an example I can combine the homeowner segment with the air conditioners in Market segment so I can try to reach people who want to replace their air conditioner who also own their home you can choose peo... Read More

Key Insights

• 🎯 Combined segments in Google Ads offer advertisers the opportunity to reach a highly targeted audience by combining multiple segments.
• 👨‍🔬 The feature is available for search, display, and video campaigns, providing versatility in targeting options.
• 🪜 Advertisers can narrow down combined segments by adding additional criteria, such as detailed demographics and in-market segments.
• 👪 Combined segments can be used to target specific audiences, such as parents of infants or DIY enthusiasts.
• 👤 The use of combined segments can improve the effectiveness of advertising campaigns by reaching users who meet multiple criteria.
• 🎯 Advertisers can exclude certain segments in combined segments to further refine their target audience.
• 🎯 Custom segments can also be created to target specific interests or behaviors.

Questions & Answers

Q: What are combined segments in Google Ads?

Combined segments let advertisers reach users who belong to multiple audience segments simultaneously. Without a combined segment, selected audiences such as parents of infants and do-it-yourselfers are targeted separately within the ad group.

Q: How many audience segments can be combined in Google Ads?

A combined audience can require users to belong to as many as five segments. Advertisers can also use only two segments or select another combination that fits the audience they want to reach.

Q: Which Google Ads campaign types support combined segments?

Combined segments are available for search, display, and video campaigns. The walkthrough demonstrates the setup while creating a new display campaign.

Q: How do you create a combined audience segment in Google Ads?

In the campaign’s targeting section, open Audience segments, select Browse, and choose Combined audience segments. Create a new combined audience, add the desired segments, narrow it with more conditions if needed, name it, and then create it for advertisement targeting.

Q: How does narrowing a combined segment affect targeting?

Narrowing adds another condition that users must meet. In the Miami example, the audience is progressively narrowed to people who are married or in a relationship, are beach-bound travelers, and are researching trips to Florida and Miami.

Q: What is an example of combining homeowner and purchase-intent audiences?

An advertiser can combine the homeowner segment with the air-conditioners in-market segment. This targets people who may want to replace an air conditioner and also own their home.

Q: Can first-party website visitor data be used in a combined segment?

Yes, an advertiser can incorporate their own data into the combined audience. For example, the segment can require someone to have visited the advertiser’s website and also be in the market for something.

Q: Can advertisers exclude audiences from a Google Ads combined segment?

Yes, segments can be excluded when building a combined audience. Advertisers can browse the available options and use exclusions alongside combined and narrowed targeting conditions.

Summary & Key Takeaways

• Combined segments in Google Ads enable advertisers to reach users who belong to multiple segments at the same time, improving audience targeting.

• It allows advertisers to combine different audience segments, such as homeowners and air conditioner buyers, to reach the right audience.

• Combined segments can be created for search, display, and video campaigns, providing flexibility in targeting options.