Custom audiences (also referred to as segments) on Google Ads let you decide how you want to reach your ideal audience by entering keywords, URLs and apps. You can set up a custom audiences/segment in your Google Display and Video campaigns by defining your audience based on the specific keywords, URLs and apps related to your product or service. Google Ads will then show ads to people who are likely to be interested in these keywords on pages, apps, and videos.
The benefits of using a custom audience/segment on Google Ads include:
- They reach users who have searched for competitors at a much cheaper cost-per-click (CPC)
- They build new-data at scale and at an affordable price.