About combined segments

Combined segments is an effective targeting option that allows you to intersect different segment attributes, such as detailed demographics and affinities, to create “personas” that represent sections of your target segments.

You can create any number of personas to represent different types of users that might use your products, services, or website. By creating personas based on your users’ backgrounds, needs, and goals, you can target the right customers at the right time.

With combined segments, you can intersect different segments to express most advertiser personas. For example, let’s say you are targeting your ad to outdoor enthusiasts (affinity segments) or people looking to buy a car (in-market segment). With combined segments, you can now intersect the affinity with the in-market segment and target the ad for your SUV to outdoor enthusiasts who are also looking to buy a car. Without combined segments, you would also show your ad to people who are outdoor enthusiasts and not in-market for a car or people who are in-market for a car and don’t like the outdoors.

You can combine any criteria with Combined segments, for example, home ownership detailed demographic, life events, your data segments.

Combined segments reports

Audience segment reports tell you how a certain segment has performed as part of a campaign. Reporting for combined segments includes impressions and views for that combined segment so that you can evaluate its performance.

View combined segment report

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 Tools icon Tools Icon.
  2. Click the Shared library drop down in the section menu.
  3. Click Audience manager.
  4. At the top bar, select Combined segments.
  5. Click Apply.

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