Google Ads Quietly Rolls Out Combined Audience Targeting

This article was originally published by Click & Mortar, which has since become part of Tink.

For the very first time, advertisers can target users belonging to 2 or more specific audiences using the "AND" operator.

Google Ads significantly expanded and improved audience targeting in 2019, first by adding in-market audiences, then affinity audiences, and now combined audience targeting.

In this article, I will cover:

• What is a combined audience?
• How does it work?
• How to create combined audiences?
• Why you should use combined audiences?

What is a Combined Audience?

According to Google, combined audiences are a powerful targeting option that allows you to combine any audience criteria, such as demographics, in-market audiences, and detailed interests. The purpose of this targeting option is to create personas representing segments of your target audiences.

How Does It Work?

You can now create a combined audience using different audience types with an "OR", "AND", or "NOT" relationship.

You therefore have the ability to target using the following options:

• Any of these audience types ("OR" relationship)
• Each of these audience types ("AND" relationship)
• None of these audience types ("NOT" relationship)

Keep in mind that if you cross-reference 2 or more audience criteria with the "AND" operator, the reached audience may become too narrow. What's more, Google Ads will not serve any ads to a combined audience with fewer than 1,000 members.

Only users who meet the combined audience criteria and are searching for the specified campaign keywords will see the ads. For example, imagine you are planning a campaign for a new 4×4 model whose target audience is outdoor sports and activities enthusiasts. With combined audiences, you can cross-reference "outdoor sports and activities" enthusiasts (an affinity audience) with users looking to "buy a car" (an in-market audience).

Without this combined audience, your ad could be seen by outdoor sports and activities enthusiasts who are not necessarily interested in purchasing a vehicle OR by people looking to buy a car but don't enjoy outdoor recreation.

How to Create Combined Audiences?

The instructions below describe how to create combined audiences, add audience segments, and exclude audiences.

Within a campaign or ad group:

1. Select an existing campaign or create a new one.
2. Click on "Audiences" and open the "Combined Audiences" menu.
3. Click on "+ Combined Audience."
4. On the page that appears, assign a descriptive name to your new combined audience.
5. Under "Include users matching the following criteria," add the audiences you want to target with your ads.
6. To cross-reference another audience segment with your target, click "Narrow your audience."
7. In the section that appears, add the audiences from another segment you wish to include.
8. If you want to exclude some audiences from your combined audience, click "Exclude an audience," then enter the ones you wish to exclude from your targeting.
9. Click on "Save".

Once created, your combined audience can be reused for your other campaigns or ad groups.

Why Should You Use Combined Audiences?

This new audience type allows you to create personas based on your users' characteristics, needs, and goals. You can therefore target the right customers—those who are most likely to be interested in your products at the right time.

Let's Explore the Opportunities of This New Audience Together!

Contact us to discuss this new audience type and get the right support for your Google Ads strategy.