Should I use audience targeting in search campaigns?

Start with audiences in 'observation' mode. They watch and report without restricting who sees your ads. You'll learn whether, say, past site visitors or in-market segments convert better, at zero risk to volume.

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Start with audiences in 'observation' mode. They watch and report without restricting who sees your ads. You'll learn whether, say, past site visitors or in-market segments convert better, at zero risk to volume.

Targeting mode (restricting to the audience) makes sense in narrow cases: remarketing search ads to past visitors with different bids, or excluding existing customers from acquisition campaigns. For most local searches, the KEYWORD is the intent signal. Layering demographic guesses on top mostly shrinks reach.

The exception worth knowing: bid adjustments on observed audiences (pay a bit more for returning visitors) capture most of the value with none of the restriction.

Keep going

RetargetingShowing ads specifically to people who already visited your site or engaged with you. Chea…Bid AdjustmentPercentage bid changes layered on a base bid by device, location, schedule, or audience. B…Google Ads for OwnersEverything that matters, nothing that merely impresses: legible structure, backward budget…

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