What do you do when your Google Ads audience targeting fails? Discover effective workarounds to common pitfalls! Learn about the shift from Combined Segments and explore alternatives like Custom Segments. Dive into the complexities of advertising policies, especially in sensitive industries like dating. Get tips for creating powerful ads, even with account restrictions. Plus, find out surprising insights from a new study comparing Google-engaged audiences versus traditional remarketing—ideal for optimizing your advertising strategy!
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volunteer_activism ADVICE
Use Custom Segments for Video
Combined segments no longer work with video campaigns and Performance Max audience signals.
Use custom segments or custom interests instead to target audiences in video campaigns and demand gen campaigns.
volunteer_activism ADVICE
Handle Sensitive Industries Creatively
Get certification if your ads fall under Google’s dating and companionship policy to regain access to many targeting features.
Focus heavily on creating strong text, image, and video creative to overcome targeting restrictions.
insights INSIGHT
Google-Engaged vs. Tag-Based Audiences
Google-engaged audiences are about the same size as traditional Google Analytics remarketing lists.
Tag-based remarketing lists tend to be smaller and less effective nowadays.
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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
Inside Google Ads with Jyll Saskin Gales 
