15 Google Ads Targeting Strategies For You To Steal

Inside Google Ads with Jyll Saskin Gales

Are you feeling the squeeze of rising CPCs and increasingly automated Google Ads campaigns? In this special episode 92, Google Ads coach Jyll Saskin Gales shares advanced, cutting-edge targeting strategies designed to help you get your ideal customers from Google Ads. Specifically, she'll walk through 15 specific Google Ads targeting tactics you can try right now in your Search, Shopping, Video and Demand Gen campaigns.
This episode is edited from a webinar that was originally livestreamed with Dana DiTomaso of Analytics Playbook, so if you're listening rather than watching, you might like to watch this episode on YouTube: https://youtu.be/nCiTWqAVua8
Topics covered in this episode:

• Strategies for competitor conquesting, including Jyll's very own "non-brand conquesting"
• How to effectively use audience layering in Search and Shopping campaigns, moving from observation to targeting to exclusion
• Three ways to handle expensive keywords and industries using custom segments and adjacent audiences
• Non-linear targeting tactics for operating successfully in sensitive interest or restricted categories
• The importance of creative-led targeting and turning content targeting into powerful audience targeting

Do you have a question for Jyll? Drop a comment on Spotify, YouTube, or any of her social media posts, and she'll answer it for you in an upcoming episode.
You can get Inside Google Ads episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode92
Google Ads Coaching
Need some expert help with your Google Ads campaigns? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode92
Inside Google Ads course
Join more than 400+ Google Ads practitioners in Jyll's Inside Google Ads membership course. You'll find up-to-date Google Ads tutorials, and you can ask Jyll your questions at an exclusive live video call every single month. Learn more at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode92
Resources mentioned in this episode

• Book: Inside Google Ads: Everything you need to know about Audience Targeting https://jyll.ca/book?utm_source=podcast&utm_medium=referral&utm_campaign=episode92
• Full webinar including Q&A: Google Ads Targeting - What you need to know in 2025 https://youtube.com/live/hgBJAXtGVq8
  

Read more about this topic on Jyll's Google Ads Blog

• How to Spy on Competitors' Google Ads (and Why You Should!) https://learn.jyll.ca/blog/how-to-spy-on-competitors-google-ads-and-why-you-should?utm_source=podcast&utm_medium=referral&utm_campaign=episode92
• Google Ads Audience Targeting: A Comprehensive Guide to Reaching Your Ideal Customer https://learn.jyll.ca/blog/google-ads-audience-targeting-a-comprehensive-guide-to-reaching-your-ideal-customer?utm_source=podcast&utm_medium=referral&utm_campaign=episode92
• What is Non-Linear Targeting in Google Ads? https://learn.jyll.ca/blog/what-is-non-linear-targeting-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode92

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