How to use the new combined Google Ads audiences

Google Ads began deploying the "and" logic to allow advertisers to create layered audiences for Search. With the new combined audience option you can create audiences (personas) by overlaying demographic, market – related, affinity, or other demographic elements available in Google Ads.

How to get started in the combined hearings. To create an audience to combine, click to add a new audience from the Audiences page of the Google Ads UI. Then, under Browse, you will see the option "Combined Hearings".

Combined audiences are deployed in Google ads.

You will then see the advertiser constructor. In the example below, I quickly created a group of parents with school-age children who are looking for equipment and accessories to do the following. water. You can add multiple "Or" audiences and exclude audiences, such as current customers, for example. The "And" function ensures that ads are shown only to parents of school-aged children on the market.

You can associate any audience criteria with combined audiences, such as detailed demographics, milestones, and remarketing lists.

Note that combined hearings must have at least 1,000 members for confidentiality reasons. Google will pause audiences that do not automatically meet this threshold. Google may display the audience estimate in the audience creation window, otherwise you will be able to hover over the audience name after saving it to get the estimated size. For example, Google provides the following information for the combined audience above: Impressions (weekly) 100M – 500M. Estimates based on the United States, English, all types.

Why we care. It's clear that Google has been deploying and improving audience targeting options for many years, but the possibilities of creating and testing audience figures in research with combined audiences carry the things to another level. Now you can think much more deeply about who you want to reach and how you want to send them a message. As with other audiences, combined audiences can be set to Target or Observation.

How do they work? Digital Marketing Consultant Steven Johns was among the first to notice and test a combined audience. He shared the first results of a test showing a conversion rate of 6% for a single audience in the market, compared to 20% for a combined audience in-market + demographic + exclusion. It's pretty powerful. Happy persona building.

About the Author

Ginny Marvin is the editor-in-chief of Third Door Media. She leads the daily editorial operations of all publications and oversees paid media coverage. Ginny Marvin writes on paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land, and MarTech Today. With over 15 years of marketing experience, Ginny has held senior management positions in both in-house and agency management. It can be found on Twitter under the name of @ginnymarvin.

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