How to Add Audiences to a Shopping campaign in Google Ads

By: Jyll Saskin Gales, Google Ads Coach

Ever felt like your Google Shopping ads are being shown to the wrong people? Or maybe you're wondering how to zero in on those high-intent shoppers who are more likely to convert? That's where audience targeting comes in! By adding a targeting layer to your Shopping campaigns, you can ensure your ads reach the right audience at the right time.

In this post, I'll guide you through the process of adding audience targeting to your Google Shopping campaigns, step-by-step. Plus, I'll discuss the key differences between Targeting and Observation modes so you can make informed decisions about how to refine your audience strategy.

Step-by-Step Guide to Adding Audience Targeting

1. Navigate to Audiences: In your Google Shopping campaign, click on "Audiences" on the left-hand side menu.
2. Add Audience Segments: Click "Add Audience Segments" and decide if you want to apply the audience to the entire campaign or a specific ad group.
3. Choose Targeting or Observation: Select either "Targeting" or "Observation" mode.
   • Targeting: Your ads will only be shown to users whose search query matches a product in your Shopping feed and they are part of your chosen audience segment.
   • Observation: Your ads will be shown to anyone whose search query matches a product in your Shopping feed, but you'll collect data on those users who also match one of your chosen audience segments.

Which Audience Segments Should You Choose?

This depends on your campaign goals. Here are a few ideas:

• In-Market Audiences: Target users actively researching or considering buying products similar to yours.
• Remarketing Audiences: Reach users who have previously interacted with your website or app.
• Affinity Audiences: See how users with specific hobbies or interests behave differently with your ads.

Remember: Audience targeting in Shopping campaigns works just like it does in Search campaigns. So, if you're familiar with adding audiences to your Search campaigns, this will be a breeze.

Bonus Tip: Don't forget to monitor your campaign performance after adding audience targeting. This will help you identify which audience segments are performing best and make adjustments as needed.

By following these steps and understanding the difference between Targeting and Observation, you can accelerate your Google Shopping campaigns and start seeing better results.