How to use a Combined Segment in Google Ads

 By: Jyll Saskin Gales, Google Ads Coach

If you want to stack or layer audiences in Google Ads, then you need to use a Combined Segment. These audiences can be a powerful tool to reach your ideal audience with laser precision. However, Combined Segments are ONLY compatible with Search and Display campaigns. You can no longer use Combined Segments in Demand Gen or Video campaigns.

In this guide, I'll break down how to create and apply Combined Segments to your Google Ads campaigns.

Creating a Combined Segment in Google Ads

1. Go to Tools in your Google Ads account, on the left-hand side.
2. Select Shared Library, then Audience Manager, 
3. Navigate to the Combined Segments tab along the top
4. Tap the + button to create a new Combined Segment

Now comes the fun part: crafting your Combined Segment!

What goes into a Combined Segment?

Think of a Combined Segments as building a detailed profile of your perfect customer. You can use a combination of AND, OR, and NOT logic to include or exclude specific audiences.

Here's a breakdown of the audience types you can use:

• Google's Audiences: Tap into Google's wealth of data with in-market, life events, affinity, and detailed demographics segments.
• Your Data Segments: Reach users who have already interacted with your brand through your website, YouTube channel, app, or customer list. This is also called remarketing or retargeting.
• Custom Segments: Include Custom Segments you've created based on specific search terms, websites or apps your ideal viewer uses. Remember, you can only use Custom Segments for inclusion (AND or OR), not exclusion (NOT).

Here's an example: Let's say you're promoting a Google Ads course. You could create a Combined Segment like this:

• Include: People who searched for "Google Ads course" OR "Google Ads coaching" (Custom Segment)
• AND: People in-market for "Technology Education" (In-Market Segment)
• NOT: People who have already visited your website (Your Data Segment)

This Combined Segment would target users actively searching for Google Ads courses, interested in continuing education, but who haven't yet explored your website.

How to Apply Your Combined Segment to Your Search or Display Campaign

1. Navigate to Audiences, Keywords, and Content on the left-hand side of your Google Ads interface.
2. Click on Audiences and then Edit Audience Segments (in blue writing on the right-hand side of your screen).
3. Select the ad group where you want to apply the Combined Segment.
   
4. Choose whether you want to apply the segment on Targeting or Observation
5. Check the box next to your Combined Segment.
6. Save your changes.

By leveraging Combined Segments, you can create hyper-targeted Google Ads campaigns that reach the right people at the right time. Start experimenting with different combinations and discover the power of this advanced targeting feature.