• There are no keywords - you use Audience Signals to help steer Google’s machine learning in the right direction and then it will go off on its own over time.
  • Google will not just target your Audience Signal - it is simply a ping to the algorithm on you telling it what audiences are important to your products.
• Audience Signals can Include:
  • Custom Segments
  • Search Themes (coming in 2024 for all accounts in beta still)
  • Remarketing Audiences
  • Interest & Detailed Demographics - In-market & affinity

Audience Signal Best Practices (AKA Keep it Simple)

• Custom segment targeting: take top performing search terms and create a custom segment audience

<aside> 💡 If you have Search Themes beta access then put your top performing search terms in the Search Themes. Search Themes is replacing Custom Search audience segments but won’t be universal in all accounts until early 2024.

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• For new accounts: create a custom segment audience on keywords and competitor website urls + layer with remarketing audiences (website visitors, cart abandoners etc…)
• No Audience Signal: If I have PMax campaign that has been running for a long time and is performing well then I don’t even use Audience Signals anymore when building out new Asset Groups. Google knows this campaign already and will just bypass the Audience Signal anyways.

<aside> 🛑 Warning: Don’t build out duplicate Asset Groups to test different Audience Signals. Google will just split your traffic between them. I’ve seen accounts get wrecked doing this.

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