What happens when your perfectly planned Google Ads audience targeting strategy doesn't work? As any seasoned practitioner knows, encountering obstacles is a normal part of the process. The most valuable skill you can develop is the ability to pivot and find a creative solution when things don't go according to plan.
In Episode 72, host Jyll Saskin Gales tackles common audience targeting failures and provides actionable workarounds. Drawing from recent experiences and listener questions, Jyll explains why certain audience types are no longer compatible with specific campaigns and what you can use instead. She also dives deep into the complex world of personalized advertising policies, offering guidance for businesses in sensitive interest categories like dating services. You'll learn how to navigate these limitations by leveraging Google's data and focusing on a creative-led approach. Finally, Jyll reveals the results of a brand-new study comparing the size and effectiveness of Google-engaged audiences versus traditional tag-based remarketing lists.
In this episode, you’ll learn:
- What to do now that Combined Segments are no longer compatible with most campaign types.
- The difference between Custom Segments, Custom Interests, and Custom Search Terms.
- How to navigate Google's personalized advertising policies for sensitive industries.
- Why focusing on creative is your most powerful tool in a restricted ad account.
- The surprising results of a new study on Google-engaged audiences vs. traditional remarketing.
Plus, be sure to stay tuned until the end of the episode for a new Insider Challenge to solve!
You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode72
Inside Google Ads course
Join more than 400+ Google Ads practitioners leveling up with Jyll Inside Google Ads. You'll find up-to-date in-platform tutorials and guest lessons with the top experts in the world. Learn more at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode72
Buy my bestselling book!
Inside Google Ads: Everything you need to know about Audience Targeting is available now on Amazon, Kobo, Google Play and Indigo online! This book is your comprehensive guide to mastering audience targeting and achieving exceptional results. Learn more at https://jyll.ca/book?utm_source=podcast&utm_medium=referral&utm_campaign=episode72
Read my Search Engine Land article about the Display network: https://searchengineland.com/author/jyll-saskin-gales
Learn more about my Google-engaged audiences study on my blog: https://learn.jyll.ca/blog/study-should-you-use-google-engaged-audiences-in-2025?utm_source=podcast&utm_medium=referral&utm_campaign=episode72
Learn more about this topic on Jyll's Google Ads blog
Google Ads Remarketing: The Ultimate Guide to Retargeting: https://learn.jyll.ca/blog/google-ads-remarketing-the-ultimate-guide-to-retargeting?utm_source=podcast&utm_medium=referral&utm_campaign=episode72
Google Ads Audience Targeting: A Comprehensive Guide to Reaching Your Ideal Customer: https://learn.jyll.ca/blog/google-ads-audience-targeting-a-comprehensive-guide-to-reaching-your-ideal-customer?utm_source=podcast&utm_medium=referral&utm_campaign=episode72
Where can you use custom segments in Google Ads? https://learn.jyll.ca/blog/where-can-you-use-custom-segments-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode72
Find Jyll on social media
https://www.linkedin.com/in/jyllsaskingales
https://www.youtube.com/@the_google_pro
https://www.instagram.com/the_google_pro
https://www.threads.net/@the_google_pro
