As announced on 1 November, 2022, Similar Audiences will be transitioned to more durable solutions. Starting 1 August 2023, similar segments will be gradually removed from all ad groups and campaigns in Google Ads and should be completed by the end of the month.
- Display, Discovery and video action campaigns that are still using similar audience segments after 1 August 2023 will be opted into optimised segments.
- Learn more about how to Use optimised segments.
- Video campaigns with 'Product and brand consideration' or 'Brand awareness and reach' objectives will be opted into audience expansion.
- Learn more about using audience expansion.
- If you opted out before 1 August 2023, ad groups and campaigns targeting similar segments will be paused. Make sure that you unpause them and add relevant targeting criteria.
Learn more about the Changes to audience segments.
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. Click the Campaigns icon and open the 'Audiences, keywords and content' tab and click Audiences. 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.
You can show ads to people who have visited your website before. This article explains the steps you’ll need to follow to create an audience segment that includes people who've visited your website.
Before you begin
If you aren't familiar with how to set up your data segment, start by reviewing About setting up your data segments.
- In your Google Ads account, click the Tools icon .
- Click the Shared library drop-down in the section menu.
- Click Audience manager.
- Make sure that you're in the 'Segments' section on the left-side page menu.
- To add a website visitors list, click the plus button and select Website visitors.
- On the page that opens, enter a descriptive name for your data segment in the 'Segment name' text box.
- Choose an option from the 'Segment members' drop-down menu.
- The 'Actions' section is where you’ll build a set of action rules for your segment. You can base these on a single action, multiple actions, and excluded actions. For each rule, choose an action from the drop-down menu and enter a value for 'days'. The drop-down menu’s default option is 'Web page visit', but other options may be available based on the parameters in your website tag. The following tag parameters will populate additional options in the 'Action' drop-down menu:
- Click Refine action to add parameters for web pages on your site where you'd like to collect visitor cookies. Values can be words, numbers or dates, depending on the rule template and parameters you selected for the data segment you’re creating.
- After you've completed one rule, click Add action (OR) or Add action (AND) to build onto your action (depending on the rule option you selected).
- In the 'Pre-fill options' section, select an initial segment size option (the number of visitors to your website during a set time). You can choose to add site visitors from the previous 30 days to your data segment or start with an empty segment. The pre-fill option doesn't identify browser and application sessions from signed-out users on your website.
- Note: If you have a global site tag on your website and want to include visitors who match your segment rules, select the option to add site visitors from the previous 30 days. Review Tag your website using Google Ads.
- (Optional) Enter a description of your audience.
- Click Create segment.
Review the Google Best Practices guide to learn how to re-engage previous site visitors with personalised ads.