How Can I Target Similar Audiences in Google Ads?

By: Jyll Saskin Gales, Google Ads Coach

Remember Similar Segments in Google Ads? They were a great way to reach new audiences who shared characteristics with your existing remarketing lists. But alas, those days are gone. So, what now? What are the best ways to target your ideal audience in Google Ads?

In this post, we'll explore the top audience targeting strategies you can use to replace Similar Segments and reach the right people with your ads. We'll discuss the pros and cons of each option so you can make informed decisions for your campaigns.

Lookalike Segments: A Potential Similar Segments Replacement

The closest alternative to Similar Segments in Google Ads is Lookalike Segments. However, the big downside is this feature is exclusively available in Demand Gen campaigns. 

Like Similar Segments, Lookalike Segments aim to reach people who share characteristics with your existing audience. The catch is that Lookalike Segments can be incredibly broad (similar to Meta Ads), encompassing a significant percentage of an entire country.

Optimized Targeting: The More Effective Similar Segments Alternative

If you're looking for a more targeted approach, consider Optimized Targeting. Instead of focusing on people similar to your remarketing lists, Optimized Targeting identifies users who are similar to your converters. This allows you to reach high-intent audiences more likely to take action, making it a more effective replacement for Similar Segments, in my experience.

How to use Optimized Targeting in Google Ads

Optimized Targeting is turned on by default for most Display, Video, and Demand Gen campaigns. You can easily adjust the settings within your ad group settings if you prefer to turn it off.

This is good news for prospecting campaigns, but bad news for remarketing - be sure to turn off Optimized Targeting when you're trying to run a remarketing campaign / ad group!

Beyond Lookalike Segments and Optimized Targeting

While Lookalike Segments and Optimized Targeting are good options, you can also consider other audience targeting strategies, such as:

• In-Market Segments: Reach people actively researching or considering buying products or services like yours.
• Affinity Segments: Connect with people based on their interests and habits.
• Custom Segments: Create your own audiences based on specific criteria like website visits, app usage, or customer lists.
• Detailed Demographics: Target users based on occupation, parental status and more.

By experimenting with different audience targeting strategies and analyzing your campaign performance, you can discover the most effective ways to reach your target customers and achieve your advertising goals.