Here are the first steps to take:

• Define your audience: The first step is to identify your target audience. Who do you want to talk to? Who are they, what do they like, and how do they act? Use Google Analytics and Google Trends to learn more about your audience and figure out what they do online.
• Create audience segments: Once you know a lot about the people you want to reach, create audience segments based on what they are like. For example, you can make a group of people who have been to your website in the last 30 days or who have added items to their shopping carts but then abandoned them. Concentrate on desired user actions and interests. Demographic segments (e.g., age, gender, income level, etc.) can help, but these are generally best used in combination with other signals (such as the in-market and affinity audiences we will discuss next).

• Use audience targeting. Once you've made your audience segments, use them to guide your Google Ads campaigns. You can reach your audience where they are most likely to be by using targeting options such as interest targeting (e.g., in-market and affinity segments), demographics and remarketing.
• Test and improve: Once your campaigns are up and running, it's important to keep testing and measuring the effectiveness of your campaigns in reaching your target audiences. Use the data and lessons you learn from your campaigns to improve the performance of your audience segments and targeting options.

Here are some ways that audience management and insights can be used:

• Demographic targeting is a way to make sure your ads reach the right people if you want to reach people of a certain age, gender or income level. For example, if you want to show your ads only to women who are interested in beauty products, you can use demographic targeting.
• Interest targeting: If you want to reach people who are most likely to be interested in your product or service, you can use interest-based targeting to reach a specific interest group. For example, if you want to reach people who have shown an interest in fitness or health, you can use interest targeting to promote a fitness product.

• Remarketing: If you want to show personalized ads to people who have already interacted with your brand, use remarketing. For example, if someone looked at a product on your website but didn't buy it, you could use remarketing to show them ads for that specific product.

In conclusion, finding the most promising audiences and fine tuning your targeting using insights are two of the most important parts of running successful Google Ads campaigns. By truly understanding your target audience, you can send the right message to the right people and make your campaigns more effective. There is no single best audience targeting method, and in most cases, a combination of interests, demographics and remarketing yields the best results.