Google Display Network - How to create a custom audience

Google Display Network - How to create a custom audience

1. Log into Google Ads

2. Open Audience Manager

  • Click the Tools & Settings (wrench icon) in the top menu.

  • Under Shared Library, select Audience Manager.

3. Create a Custom Segment (Audience)

  • Inside Audience Manager, go to the Custom Segments tab.

  • Click the blue + button.

  • Name your audience clearly (e.g., Franchise Ninja Markets).

4. Define Your Audience

For Display campaigns, you can define custom audiences by:

  • Keywords/phrases: What people are searching for (or content they’re interested in).

    • Example: “franchise opportunities,” “restaurant franchise investment.”

  • URLs: Websites your ideal customers might visit.

    • Example: competitor franchise opportunity websites, franchise industry blogs.

  • Apps: Apps your audience may use.

    • Example: Entrepreneur or finance apps.

Google will then target people likely to be interested in these, not just people who searched those exact terms.

5. Save the Audience

  • Click Save.

  • Your new custom audience will now appear in Audience Manager under Custom Segments.

6. Apply the Audience to Your Display Campaign

  • When creating or editing a Display campaign:

    1. Go to the Ad group settings.

    2. Under Audiences, click Browse → Your Custom Audiences → Custom Segments.

    3. Select the one you just created.

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