PPC Audience Strategy: Targeting Vs. Observation

If you’ve layered audiences into your Google Ads campaign and weren’t sure if you should select “targeting” or “observation,” you’re not alone.

While the Google and Microsoft platforms give decent explanations of the two modes, picking the wrong option can quietly sabotage performance.

This setting controls how your audience selections influence who sees your ads and how campaign data gets segmented. It’s a critical lever in your targeting strategy, not just a checkbox to breeze past.

This article will walk you through what each mode…