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Watch the Video Tutorial:
How to Add or Exclude Audience Segments in Google Ads
1) Select Campaigns in the left-hand-side menu
2) Open the Audiences, keywords and content drop down menu
3) Select Audiences
4) Under Audience Segments select Edit audience segments
5) Select to apply audience on either the campaign or ad-group level
6) Select the audiences you would like to add as targeting or observation
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If you would like to Exclude Audiences:
Scroll down and follow click on Edit exclusions (under Exclusions)
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Frequently Asked Questions on Adding or Exclude Audience Segments in Google Ads
What are audience segments in Google Ads?
Audience segments are groups of users defined by shared characteristics such as interests, behaviors, or intent signals. They help you reach people more likely to engage with your ads—for example, “In-Market,” “Affinity,” or “Your Data” (remarketing) audiences. You can also exclude certain segments to refine targeting and prevent wasted spend.
How do I add an audience segment to my campaign or ad group?
Go to your Google Ads account → Audiences → Segments → Edit Audience Segments. Choose the campaign or ad group, then select the segment type—such as remarketing lists, in-market audiences, or custom segments. Click Save to apply. You can add multiple segments for broader coverage or use “Observation” mode to track performance without restricting reach.
How do I exclude audience segments from my campaign?
Navigate to the Audiences section in your campaign settings, click Exclusions, and select the audience segments you want to exclude. Common exclusions include existing customers (to avoid redundancy) or irrelevant interests. Save your settings to ensure those users won’t see your ads.
When should I use targeting vs observation for audiences?
Use Targeting when you want your ads to show only to selected audiences (e.g., remarketing lists). Use Observation when you want to reach everyone but still analyze how different audiences perform. This distinction helps you optimize bidding and creative decisions based on data.
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