Add similar segments to your targeting


Similar segments targeting allows you to show ads to people who share characteristics with people on your existing remarketing lists. This article explains how to add this type of targeting to your campaigns.

Before you begin

Similar segment targeting is available for the Display Network, the Search Network, YouTube, Gmail, and App. To learn more about where these lists come from, read about similar segments on the Display Network and about similar segments for Search.


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.

For all campaigns:

  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. Click the pencil icon Edit.
  5. The "Edit audiences" section will appear. In that section, click Select an ad group or the pencil icon Edit next to it.
  6. In the "All audiences" box, click Remarketing and similar segments and then on the type of your list. Browse and select the lists you wish to target.
    • You can expand similar segment sections to make this easier.
  7. Click Save.

Setting an audience bid or bid adjustment

You can get higher return on investment and increase the chances to show your ads to the likeliest buyers by using smart bidding: tCPA or tROAS. Keep in mind that target ROAS is available only for Search, Display, and Shopping campaigns. Learn more about Smart Bidding

Note: You can also use similar segments for dynamic prospecting.

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