Beyond Broad Match: The Value of Custom Audience Segmentation
Custom audience segments are often overlooked in paid search, with some believing they are better suited to upper-funnel channels like Demand Gen or YouTube, where intent is broader. After all, if search already targets keywords, why add audience layers?
At ADMATIC, we think differently. Through continuous testing and learning, we have found that custom audience segments can significantly enhance paid search performance. In the article below, we break down what custom audiences are and how they can be used to drive stronger results.
What Are Custom Audience Segments?
Google’s Custom Audience segments let you define and target customers based on the keywords they are searching, websites they visit, apps they use, and their interests.
Instead of relying solely on Google’s predefined categories, you can tailor targeting to the specific behaviors and interests of your ideal customers.
This flexibility gives advertisers more control, and stronger signals, for targeting and performance optimisation.
- In Search campaigns: You can view audience interest and demographic data layered onto your keyword performance
- In Demand Gen campaigns: You can input related websites, apps, and search terms to find users based on real-world browsing behavior.
Why They Matter in Paid Search
Custom segments don’t replace keyword intent — they enhance it.
While keywords tell you what someone is searching, custom segments help reveal who they are and why they are searching. For example, two users might search for “best electric cars”, but one may be driven by sustainability, while the other is a tech enthusiast. With custom segments, you can identify these audiences and deliver more relevant messaging, which leads to higher engagement.
And that has downstream benefits:
- Higher CTRs → Improved Quality Scores
- More efficient targeting → Lower CPCs over time
- Better signals → Smarter bidding with improved budget allocation
So, Should You Add Custom Audience Segments?
Yes! At ADMATIC, we believe in ‘test and learn’. After implementing custom audience segments for our clients, we observed a 61.5% uplift in CTR, increasing from 3.12% to 5.04%, even as media spend decreased by over 50%, resulting in higher leads. This suggests stronger engagement and more efficient targeting, with ads resonating better with the intended audience.
Want to see similar results? Get in touch with an ADMATICian today to learn how we can help tailor your targeting strategy. You can also read more from Google about custom audience segments here.
