How to use Lookalike segments in Google Ads

How to use Lookalike segments in Google Ads

3 minutes

Table of contents

Expand your audience and reach new potential customers who resemble your existing ones by leveraging Lookalike segments in Demand Gen campaigns in Google Ads.

What are Lookalike segments in Google Ads?

Lookalike segments are an audience targeting tool in Google Ads that helps you reach new users similar to your current customers. Google analyzes your seed list (e.g., a list of past purchasers) and identifies common characteristics among those users. A new audience segment is then created, consisting of people with similar traits, even if they haven’t interacted with your business before.

Differences between Lookalike segments and Similar segments (no longer available)

If you’re an experienced Google Ads user, you might remember Similar segments. However, Lookalike segments have more in common with Lookalike audiences in Meta Ads than with the old Similar segments in Google Ads. Here are the key differences:

  • Availability: Lookalike segments can only be used in Demand Gen campaigns, whereas Similar segments worked in Search, Display, Discovery, YouTube campaigns, and more.
  • Creation: Unlike Similar segments, which were automatically generated, Lookalike segments are created manually. You can also create multiple Lookalike segments from one seed list.
  • Geography: Lookalike segments are created for specific countries, while Similar segments were geography-agnostic.
  • Reach: With Lookalike segments, you can choose the desired reach—narrow (2.5%), balanced (5%), or broad (10%). Similar segments didn’t offer this option.

How to create and use a Lookalike segment

  1. Create a Demand Gen campaign. Lookalike segments can only be created within these campaigns. Go to your ad group, edit audience targeting, and click “+New segment” in the Lookalike segments section of Audience Builder.
  2. Name your segment. Use a descriptive name that reflects your seed list, locations, and reach level.
  3. Select your seed list. Start with a high-quality list, such as:
    • Website visitors
    • App users
    • YouTube viewers
    • Customer Match lists
    • Google-engaged audiences
  4. Specify the target location. Choose the country or multiple countries where you want to create the Lookalike segment.
  5. Define the reach. Choose narrow (2.5%), balanced (5%), or broad (10%) reach. For testing, it’s generally recommended to start with narrow reach.
  6. Save. Save your Lookalike segment and avoid adding other targeting parameters to the ad group. Also, turn off “Optimized targeting” to ensure your ads target only the Lookalike segment.

Best practices for Lookalike segment success

  • Use an engaged seed list. Instead of website visitors, choose a seed list of highly engaged users, such as purchasers or YouTube subscribers.
  • Experiment with different seed lists. Test various seed lists to determine which yields the best results.
  • Analyze audience insights. Use Audience Manager to gain insights into the demographics and interests of your Lookalike segment.

Lookalike segments are an excellent way to expand your reach and find high-potential new customers. However, they’re not the only method for achieving this. Optimized targeting is another tool worth testing, as it finds users similar to your converters rather than those in a seed list. The best approach is to test different options to discover what works best for your business.

Ready to maximize the potential of your advertising campaigns? Let our team of experts at UAMASTER handle your Google Ads strategy. With years of experience, we can help you achieve exceptional results and grow your business. Contact us today to get started!

This article available in Ukrainian.

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