Posted 6 hours ago6 hr comment_11650 There are so many ways to reach your ideal customer using audience targeting in Google Ads. We’ve recently covered Detailed demographic segments, Lookalike segments and Engaged Audiences, Today, we’re exploring how to use Life Events segments effectively. This article will cover: What are Life Events segments in Google Ads? How are Life Events different from In-Market segments in Google Ads? Which Life Events can you target in Google Ads? Can you use Life Events in all campaign types? Tips for using Life Events effectively in Google Ads What are Life Events segments in Google Ads? Life events segments are one of the four types of audience targeting you can use in Google Ads based on the data that Google has about its users. With this option, you can target users based on major transitions they are experiencing. How are Life Events different from In-Market segments in Google Ads? When you go to use Life Events in Google Ads, you’ll often find them grouped with In-Market segments under a category called “What they are actively researching or planning.” This is because both of these audience types leverage Google’s proprietary data to categorize users around temporary stages in their lives. For In-Market segments, those “temporary stages” are when someone is currently researching or planning a purchase. It can be a purchase as small as “Razors & Shavers” or as large as “New Houses (For Sale).” In-Market segments are product- or service-focused. For Life Events, those “temporary stages” are when someone is going through a specific change in their life, like getting married or graduating from college. Life Events segments are human-focused. Which Life Events can you target in Google Ads? There are nine categories of Life Events you can use in your Google Ads campaigns: Business creation College graduation Home renovation Job change Marriage Moving New pet Purchasing a home Retirement For each category, you can target people who are approaching these milestones or have recently completed them. For instance, a pet store could target individuals who are “about to get a new pet,” those who “recently got a new pet,” or both. Some Life Events categories have sub-categories, too. In our pet example, you can get more specific to target people who are getting a dog and/or people who are getting a cat. Can you use Life Events in all campaign types? Unlike the other types of “Google audiences” (Detailed demographics, In-Market segments, Affinity segments), Life Events segments are not compatible with all campaign types. You can use Life Events segments in: Display campaigns Demand Gen campaigns Video campaigns Performance Max audience signals Combined segments (for Display campaigns) However, Life Events are not compatible with Search or Shopping campaigns. Tips for using Life Events effectively in Google Ads The best way to use Life Events is to ensure that your ad creative directly addresses the user’s current situation, and demonstrates how your product or service can assist them through this transition. For example, if you’re: Targeting people who are moving, your ad copy could highlight your stress-free moving services. Reaching out to newlyweds, showcasing your home goods or financial planning services would be relevant as they relate to starting a new life together, building a strong relationship foundation, etc. Life events segments offer a unique opportunity to connect with potential customers during pivotal moments in their lives. Have you experimented with this audience targeting option in your Google Ads campaigns yet? This article is part of our ongoing weekly Search Engine Land series, Everything you need to know about Google Ads in less than 3 minutes. Every Wednesday, Jyll highlights a different Google Ads feature, and what you need to know to get the best results from it – all in a quick 3-minute read. View the full article
