Audience targeting is critical to successful PPC campaigns. Targeting allows you to reach the right people whenever they are online. Beyond retargeting, display and social strategies, audiences can help with search campaign strategies well.

Here are 5 ways you can use audiences in your search campaigns

1) Remarketing lists for search ads (RLSA)
Use audiences in search to weave them into your existing keyword strategy

2) Add the audience as a bid modifier layer to existing campaigns
Combine retargeting lists with dynamic search ads to extend the reach of search campaigns beyond the current keyword set

3) Audience Exclusions
An obvious one, but you’d be surprised how many people pay for people they do not want to market to instead of taking the time to add exclusions.

4) Similar Audiences for search
Similar audiences locates people who are similar to your site visitors. Adding similar audiences to campaign or ad group targeting, means you now will show your ads to people whose search habits match those of your site visitors. These individuals are more likely to be potential customers

5) In-Market Audiences
Coming soon: This will help you find customers who are researching a product service right now. These are the people most likely to buy immediately.