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Are you looking to get the most out of your Google Ads budget? Learning how to use audience signals in Performance Max campaigns can help you reach your ideal customer, improve targeting, and boost your results. In this guide, you’ll discover what audience signals are, why they matter, and how to add and optimize them for your Performance Max (PMax) campaigns.
Audience signals are suggestions you provide to Google’s machine learning models about the types of users you want to reach with your ads. By adding audience signals, you help Google identify your targeted audience faster, using data like website visitors, customer match lists, custom audience segments, and detailed demographics.
When you add audience signals in the audiences section beneath your asset group, you’re not restricting your ads to just those users. Instead, you’re giving Google’s machine learning a head start, so it can find more people who are likely to convert—based on your ideal customer profile.
| Benefit | Description |
|---|---|
| Faster Learning | Google’s machine learning models can optimize your campaign more quickly. |
| Better Targeting | Reach user groups based on long-term life facts, interests, and behaviors. |
| Improved Performance | Higher relevance means more conversions and a better return on ad spend. |
| Custom Segmentation | Use created audiences, website visitors, and customer match lists to refine your targeting. |
Adding audience signals to your Performance Max campaigns is simple. Follow these steps:
Create or Edit a Performance Max Campaign:
In your Google Ads account, start a new PMax campaign or edit an existing one.
Go to the Asset Group:
Within your campaign, select the asset group you want to work with.
Find the Audiences Section Beneath Your Asset:
Scroll down to the audiences section beneath your asset group.
Add Audience Signals:
Click “Add audience signals.” Here, you can select from:
Save and Launch:
Once you’ve added your audience signals, save your changes and launch your campaign.
To add audience signals to Performance Max campaigns, go to the audiences section beneath your asset group in Google Ads. Click “Add audience signals” and select from website visitors, customer match lists, custom audience segments, or detailed demographics. Adding audience signals helps Google’s machine learning models find your targeted audience faster and improve campaign performance.
You can optimize Performance Max campaigns by regularly reviewing audience insights and campaign data in Google Ads. Adjust your audience signals, asset groups, and bidding strategies based on which user groups and demographics are converting best. Testing new custom audience segments and updating your customer match lists can also help you reach your ideal customer more effectively.
To see audience insights on Google Ads, navigate to your Performance Max campaign and select the “Insights” tab. Here, you’ll find data on your targeted audience, including demographics, interests, and behaviors. Use these insights to refine your audience signals and improve your campaign’s targeting and results.
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Knowing how to use audience signals in Performance Max campaigns is key to reaching your ideal customer and maximizing your Google Ads investment. By adding and optimizing audience signals, you give Google’s machine learning the information it needs to deliver your ads to the right people at the right time. Start adding audience signals to your PMax campaigns today and watch your results improve!
