Within Adpulse, you can add and remove audiences for your Google and Microsoft campaigns with the Audience Manager (Tools > Audience Manager)
Why should I add audiences to my campaigns?
Adding audiences to your Google and Microsoft Ads campaigns is one of the most powerful ways to improve performance. Whether you're looking to drive more conversions, reduce wasted spend, or give Smart Bidding more context to work with, audiences help you go beyond just keywords and placements. By layering in demographic, behavioral, and remarketing data, you can target the right people at the right time - and avoid showing ads to those who are unlikely to convert.
Even if you're not using audiences to narrow targeting, adding them for observation unlocks valuable insights and feeds better signals to your Smart Bidding strategies. You’ll see which segments are driving results, which ones aren’t, and where to adjust bids or messaging. That’s why Adpulse includes a built-in Audience Manager: so you can easily add, edit, and monitor audiences across your accounts - without digging through platform interfaces or juggling spreadsheets.
How to add or remove an audience in Adpulse
Navigate to Tools > Audience Manager
The initial page lists your Ad Accounts, along with the Campaigns and Ad Groups analyzed, with the total number of audiences for each. You can click through to the next page by clicking on the number in the column.
The columns here are:
Campaigns with zero audiences
The number of Campaigns that have zero audiences
Campaigns with targeted audiences
The number of Campaigns that have at least one Audience set to targeting
Campaigns with observation audiences
The number of Campaigns that have at least one Audience set to observation
Ad Groups with zero audiences
The number of Ad Groups that have zero audiences
Ad Groups with targeted audiences
The number of Ad Groups that have at least one Audience set to targeting
Ad Groups with observation audiences
The number of Ad Groups that have at least one Audience set to observation
Depending on whether you click on a Campaign or Ad Group total, you will see a list of these filtered by that category:
Clicking the triple-dot menu will give you an option to 'Manage audiences' for that row:
From here, you can manage whether the audience type:
Targeting
Observation
If you have some audiences assigned already, they will show as selected.
You can add and remove audiences by selecting them on the left; changes will appear on the right. Once you are happy with the selection, click Save
Should I use Targeting or Observation audiences?
Targeting Audience
What it does: Limits your ads to only show to users in the selected audience(s).
When to use it:
When you want to narrow your reach to a specific group (e.g. remarketing to past visitors)
For dedicated campaigns or ad groups focused on a defined segment (e.g. high-value customers or cart abandoners)
ObservationAudience
What it does: Keeps your ads broad, but tracks performance for selected audiences. You can adjust bids based on how each audience performs.
When to use it:
To gather insights on how different segments behave
When using automated bidding and want to provide additional signals
To test audience performance without restricting reach
In short:
Use Targeting when you want to show ads only to a specific group.
Use Observation when you want to reach everyone, but monitor (and optionally optimize for) key audience segments.