Use your data segments for website visitors in Shopping ads

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 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 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 use your data segments to show Shopping ads to people who previously visited your website as they search for your products on Google. This article explains the steps to add your data segments to your Shopping campaigns.

Before you begin

If you're not familiar with how to reach your website visitors or app users, read About your data segments for Search ads which are similar to your Shopping data segments. Bear in mind that the rules that apply to your data segments for Search ads also apply to your data segments for Shopping ads.

Using your data segments for Shopping ads gives you the ability to segment your website visitors by previous site engagement. You can customise your Shopping bids for groups of users based on previous site engagements, such as 'shopping basket abandoners', 'loyal customers' or 'repeat visitors'. If you're using Smart Bidding like Target ROAS, adding your data segments will help achieve even higher performance for individual audiences.


Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the 'Appearance' icon and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the search bar in the top navigation panel of Google Ads to find the page you’re searching for.
  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Audiences, keywords and content drop-down in the section menu.
  3. Click Audiences.
  4. To make changes to your targeting, click Edit audience segments.
  5. Select the campaign or ad group that you want to update.
  6. Use the 'Search' and 'Browse' options to find and select the segments that you want to target.
  7. Click the tick box next to the segment that you'd like to target. This will add them to your targeting.
  8. Click Save

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