1. Log into Google Ads

• Go to Google Ads and sign in.

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., Visual Visitor 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: “car dealerships,” “marketing agencies”

• URLs: Websites your ideal customers might visit.

  • Example: competitor marketing opportunity websites, dealership 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.