Mary Hartman – Reaching Qualified Searchers with Google Ads Audience Targeting: A Layered Approach

Job title: Senior Account Manager at Hanapin Marketing

Session description:

In-Market and Affinity Audiences. Customer Match. Custom Intent. Demographic targeting. Google’s catalogue of audience targeting options have exploded over the past couple of years.

In this talk, we will cover how to make Google Ads’ ever-growing audience targeting options work for you on a layer-by-layer basis. Attendees will be given strategies for simple tests that can be rolled out right away, to campaign overhauls through data analysis and audience discovery. We will introduce new ideas for new audience layers including remarketing and customer match approaches.

We will discuss some examples of tests gone wrong, such as the common problem of limiting audiences so severely that they halt spend altogether. And we will discuss how to overcome these key pitfalls for those who are just starting to use Google audience targeting in earnest across their search ad campaigns.

Session take away:

  • How to monitor audiences with significant data collection before starting your tests in Google search ads.
  • Out-of-the box test ideas that can be used right away.
  • Key audience targeting pitfalls and how to avoid headaches or spend limitations
  • Bonus: Inspiring case studies!


Mary is a Sr. Account Manager at Hanapin Marketing. During the span of her early career, she worked in traditional advertising, lead generation, and SEO before developing a passion for PPC management and strategy in 2012. She has managed campaigns for a wide variety of industries, from local to B2B, for over 8 years.

Social profile:

Company Site:

Twitter: @PPCHartman

LinkedIn: Mary Hartman

Related Blog Posts: