Audiences and targeting are key to successful PPC campaigns, and Google Analytics 4 (GA4) makes audience segmentation more powerful and precise.

Although creating audiences in GA4 involves navigating a few complexities, it offers unparalleled flexibility. This includes options for combining conditions, setting sequential behaviors, excluding certain users and more.

In How to leverage Google Analytics 4 and Google Ads for better audience targeting, Search Engine Land contributor Brie Anderson systematically shows you how to do just that.

Anu Adegbola,
Paid Media Editor

PPC

How to leverage Google Analytics 4 and Google Ads for better audience targeting

Connect your Google Analytics 4 to Google Ads accounts to create dynamic audiences, set conditions and drive PPC success.

PPC

Google reshapes in-store shopping with AI-powered comparisons

Google’s shopping updates, including real-time price comparisons and local inventory searches, are poised to intensify retail competition.

SEO

Google AI Overviews massively surge in travel queries

This shift has happened around queries like seasonal travel, local events and neighborhood-specific activities.

Analytics & conversion

Stop killing customer engagement with assembly-line marketing: Embrace position-less marketing

Position-less marketing is the way marketers execute at scale free from marketing assembly line constraints.

MarTech webinar

Take your email marketing to the next level

Get expert advice on how deliver the right message to the right audience at the right time across email, social, SMS, digital ads, and more.

PPC

4 tips for better PPC client meetings

Lead better PPC client meetings by connecting actions to KPIs, clarifying your message and aligning strategies with broader marketing goals.

SEO

Google Business Profile’s AI-transcribed menu upload just got better

GBP now accepts multi-page PDF menus. Find out how this AI-powered update simplifies uploads, boosts accuracy and enhances restaurant SEO.

SEO

Organic traffic benchmarks report for 2024

Comparing your enterprise website’s organic performance to the latest SEO benchmarks is the best way to contextualize YTD data and adapt strategies to maximize results.

PPC

Google AI Overviews ads seen on mobile search

Google AI Overviews ads officially launched last month in the U.S., but we've seen few examples of them in the wild.

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