To provide a comprehensive and consolidated view of your Audiences and make audience management and optimisation simpler, you’ll find the following improvements in Google Ads:
- New audience reporting
Detailed reporting about audience demographics, segments and exclusions is now consolidated in one place, the 'Audiences' tab within the left page navigation menu. You can also easily manage your audiences from this report page. Learn more about Audience reporting
- New terms
We’re using new terms on your Audience report and throughout Google Ads. For example, 'audience types' (these include similar, custom, in-market and affinity) are now referred to as audience segments and 'remarketing' is now referred to as 'your data'. Learn more about the updates to Audience terms and phrases
Your data segments include existing customers and people who have previously visited your website or mobile app. Learn how to use your data in Display campaigns and Search campaigns.
Add the Google tag to your website or app
To start using your data segments, set up an audience source for your website or apps. Tag snippets are small blocks of code that you get when you tag your site in audience sources. Once you have the snippets, you can add them to your site. To target people who have used your mobile apps, set up your data with an SDK to segment by the events that you set up. Learn more about your dynamic for apps
The event snippet
Getting started with your data segments
After you've set up an audience source, you’re ready to create a segment. You can create segments for different types of visitors. For example, you can add visitors to your most popular product category web page to your segment. Your data snippet tells Google Ads to save visitors to your 'Popular category segment'. When people visit that page, their cookie ID is added to your data segments.
Learn how to create data segments with your website visitors and app users
Automatically created segments
If you've set up audience sources, Google Ads will create default segments for you. You can immediately start targeting these segments in your ad groups. Learn more about automatically created segments that are available for you
Popular default segments to consider include:
- All visitors: This segment populates using all values from all parameters in your tagging implementation and includes 'Are people who visited your pages with your data event snippets'.
- All converters: This segment populates automatically using your conversion tracking tag and includes 'Anyone who converted on your website'. If you haven't set up conversion tracking, this segment will be empty.
- Google Ads optimised segment: This is a combination segment, made up of multiple segments from available audience sources. To create this segment, you'll need to connect at least one data source in the Audience sources page.
Your data segment rules
Once you've added the Google tag and an optional event snippet to your website or app, you can define segments for different sections of your website or app using rules. For example, if you want to define a segment for a web page where you sell stilettos, you can use this rule: 'URL contains stilettos'. Note that you must have 'stilettos' in the URL of the product pages such as www.example.com/stilettos.
With rules, you can create as many segments as you want without having to add more tags to your website or app. It’s best practice to start with the segments that are automatically created for you, but if you’d like to personalise your segment you can use the segment rules. Bear in mind that only segments with more than 100 active users will be eligible to run ads. Granular segments may not be eligible to run as they may not meet the minimum requirements.
Your dynamic remarketing event snippet lets you send custom parameters that you can use to create your data segments.
For example, you can send the product price and the page type (such as the purchase page) in the event snippet to create a segment for people who bought any product above a certain price. In this case, the custom parameters that you'd include in the event snippet would be 'value' (price of the product) and 'page type' (type of page, which indicates how close to purchasing customers are).
Learn more about how to use templates for previous website visitor segments.
Disable the collection of your data
You can choose to disable the collection of personalised advertising data for users who do not wish to view personalised ads or for your own compliance reasons. You can modify the global site tag and disable the collection of personalised advertising data for particular users on your site, or choose to exclude all users from California in the Audience Manager section of your Google Ads account.