Can you Layer Audiences in Google Ads?

By: Jyll Saskin Gales, Google Ads Coach

Have you ever wondered how to get your Google Ads in front of the exact people you want to reach? It's not always as simple as targeting a single audience. Sometimes, you need to layer or "stack" multiple audiences together to find your perfect match. But how do you make sure you're targeting the right combination of interests?

Understanding "OR" vs. "AND" for Audience Stacking

In Google Ads, when you add multiple audiences to a campaign, it automatically works as an "OR" relationship. This means you'll target anyone who falls into any of the selected audiences.

For instance, if you're targeting "In-Market for Apartments" and "Affinity: Luxury Shoppers," you'll reach people actively searching for apartments OR those interested in luxury goods.

But what if you want to target the overlap, those who are BOTH in the market for apartments AND interested in luxury goods? That's where Combined Segments come in.

Combining Audiences with Combined Segments in Google Ads

Combined Segments allow you to create a more refined audience by targeting people who meet multiple criteria. In our example, you could create a Combined Segment that targets people who are BOTH "In-Market for Apartments" AND "Affinity: Luxury Shoppers."

You can create Combined Segments in Audience Manager or within your campaign or ad group settings. This gives you more control over who sees your ads, ensuring they reach the most relevant audience.

Thinking Beyond the Obvious: Non-Linear Targeting

While combining audiences is a powerful tactic, don't limit yourself to linear thinking. Sometimes, the most effective approach is to think outside the box.

Consider the underlying motivations and interests of your ideal customer. For example, someone interested in luxury apartments might also be interested in:

• Luxury travel
• Fine jewelry
• High-end fashion
• Gourmet food and wine

By targeting these related interests, you might uncover new audiences who are also likely to be interested in your luxury apartments. Remember, the goal is to reach people who are most likely to convert, not just those who fit into a specific predefined category.

Expanding Your Combined Segments with Your Data Segments

You can make your Combined Segments even more powerful by incorporating remarketing lists, which Google Ads calls Your Data Segments. This allows you to target people who have previously interacted with your website or are already customers.

Where Can You Use Combined Segments in Google Ads?

Combined Segments are versatile and can be used in various campaign types, including:

• Display Campaigns
• Video Campaigns
• Search Campaigns (for targeting or observation)

However, you can't use them in Demand Gen, Performance Max, or Shopping campaigns.

By understanding how to combine audiences effectively and using non-linear targeting strategies, you can find new opportunities to reach your ideal customers and drive better results from your Google Ads campaigns.