Google Ads offers several ways to create audiences, with custom segments being the most flexible and powerful option.
However, most custom segments we see are poorly created. Poorly created audience segments are impossible to refine or optimize since you do not know why the ad is being displayed.
Well-crafted audience segments can be optimized similarly to how you optimize search terms.
In this video, you’ll learn:
- Why you should create small audience segments.
- How to create audience segments that can be optimized.
- Why you should create both interest and search segments.
- The results from an advertiser who went through this optimization process.
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About the author
Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, an ad testing & recommendation platform, and a member of the programming team for SMX events. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google’s advertising program. Brad has worked with companies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each month. His experience ranges from owning his own agency, to managing a boutique agency, to overseeing programs that were official resellers of Google and Microsoft. Some brands he has worked with include: Amazon, Yahoo, Google, Thomson Reuters, YP.com, Encyclopedia Britannica, and Salesforce. One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate his readers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.
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