Google Ads audience segmentation in GA4 is essential for advertising optimization. This lets you target ads to specific user groups based on their site behavior and interaction. For instance, targeting purchasers separately from those who added items to the cart but did not purchase helps create more personalized messages.
You can better allocate your advertising budget and make your ads more relevant by segmenting audiences like PPC campaign or high-value customers.
Learning Objectives:
You’ll learn everything you need to know about Google Ads audiences and segments by using GA4. We will create different groups of segments and audiences within Google Analytics 4 (GA4). Then, we’ll see how you can use those audiences in Google Ads.
Some audience examples will be:
- Purchasers,
- Non-purchasers,
- Added to cart but not purchased,
- High-value customers.
You can create segments by:
- Visitors from All PPC Campaigns
- Visitors from Only Performance Max Campaigns
- Visitors from A Specific Campaign
Useful Resources
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👉 Next Lesson: Standard Google Ads Reports
👈 Previous Lesson: UA to GA4 Migration
📚 Learn how to Migrate Audiences from UA to GA4 with a step-by-step guide. Also, check out our article on Create Segments in GA4 to analyze particular groups of your audience depending on specific criteria such as age and engagement rate.
