Google Reduces Audience Segment Limits, Opening Remarketing And More To Smaller Brands

Google recently announced a major change to its ad platform that opens up some of its most powerful advertising tools for smaller businesses. The company has lowered its minimum audience size requirement to just 100 active users across all networks, including Search, Display, and YouTube. 

By decreasing the audience size from the previous minimum of 1,000 users, Google has opened the door to brands with smaller audience sizes to use remarketing and customer list targeting. 

New Minimum Limits

Now brands can use audience segments with as few as 100 users across all networks. This new limit is set across all networks and applies to both remarketing lists and customer lists, making it easier for small brands to reach more accurate audiences with their ads. 

The 100-user threshold also applies to Audience Insights, allowing brands with small audiences to better understand their performance and audience. Previously, Audience Insights could not provide reliable data for audiences with less than 1,000 people. 

Opening The Door For Smaller Advertisers

This change removes a significant barrier for smaller brands and niche advertisers. While these advertisers could use Google’s Ad platform already, they were previously locked out of many of the most effective tools and advertising methods. 

Now, smaller brands can power remarketing campaigns and personalize their ads using first-party data and in-depth insights that were not previously available to them. 

This accessibility gives businesses the ability to fine-tune their targeting, reach users who have already expressed interest, and drive better conversion rates without relying on extensive data. By delivering personalized ads to defined audience segments, brands can boost engagement and see stronger returns on their ad spend.

Limitations Due To Smaller Audiences

While Google is allowing advertisers with smaller audiences to access these tools, they caution that smaller audience sizes can still impact performance. For example, smaller audience lists may lead to less accurate insights, slower delivery, or limited reach. 

It is crucial for advertisers to closely watch their ad performance to ensure their ads are performing properly and reaching the correct audience. 

Additionally, Google notes that advertisers using smaller audience segments must take care to ensure their data collection and usage does not run afoul of today’s modern privacy regulations including GDPR and CCPA. 

For more about this change and how audience segments function, explore the Google Ads Help page on the topic here.