시청자 세그먼트(사용자 목록이라고도 함)는 Google에서 특정 관심분야, 의도 또는 인구통계학적 정보를 기준으로 구분하여 예측한 집단입니다. 잠재고객 세그먼트 타겟팅은 디스플레이, 검색, 동영상, 호텔, 표준 쇼핑 캠페인에서 지원됩니다. 광고 그룹 및 캠페인 수준에서 잠재고객 세그먼트를 타겟팅하거나 제외할 수 있습니다.
이러한 사용자 목록 유형을 사용하여 다양한 비즈니스 목표를 달성하는 잠재고객 세그먼트를 구축할 수 있습니다. 예를 들어 웹사이트를 방문한 사용자 목록을 구축하려면 rule_based_user_list를 만듭니다.
사용자 목록에서 설정할 수 있는 두 가지 중요한 속성은 membership_life_span 및 membership_status입니다. 전자를 사용하면 사용자가 목록에 포함되는 기간(일)을 정의할 수 있습니다. 후자는 목록에서 신규 사용자를 허용하는지 여부를 정의합니다. logical_user_list 및 rule_based_user_list의 경우 membership_life_span가 무시됩니다. 이러한 유형의 목록 가입은 목록에서 정의한 규칙에 따라 달라지기 때문입니다.
API에서 이러한 잠재고객은 일반적으로 user_list.type이 REMARKETING 또는 RULE_BASED입니다. API는 사용자 목록이 Google 애널리틱스에서 생성되었음을 나타내지 않지만 이름으로 식별한 후 다른 사용자 목록과 마찬가지로 캠페인에서 타겟팅할 수 있습니다.
UserList의 잠재고객 세그먼트 유형
다음과 같은 잠재고객 세그먼트별 링크를 클릭하여 해당 유형의 UserList를 만들고 타겟팅하는 방법을 알아보세요.
[[["이해하기 쉬움","easyToUnderstand","thumb-up"],["문제가 해결됨","solvedMyProblem","thumb-up"],["기타","otherUp","thumb-up"]],[["필요한 정보가 없음","missingTheInformationINeed","thumb-down"],["너무 복잡함/단계 수가 너무 많음","tooComplicatedTooManySteps","thumb-down"],["오래됨","outOfDate","thumb-down"],["번역 문제","translationIssue","thumb-down"],["샘플/코드 문제","samplesCodeIssue","thumb-down"],["기타","otherDown","thumb-down"]],["최종 업데이트: 2025-09-05(UTC)"],[[["\u003cp\u003eAudience segments are groups of people sharing specific traits, used for targeted advertising in various Google Ads campaigns.\u003c/p\u003e\n"],["\u003cp\u003eSix user list types, including CRM-based, rule-based, and lookalike, enable building segments for diverse business goals.\u003c/p\u003e\n"],["\u003cp\u003eCreating audience segments involves setting up Google tag, defining membership lifespan, and adhering to advertising policies.\u003c/p\u003e\n"],["\u003cp\u003eYou can target audiences based on website visits, specific actions, customer data, custom audiences, and similar user characteristics.\u003c/p\u003e\n"],["\u003cp\u003eDetailed guidance on creating and managing different audience segment types is provided through linked documentation.\u003c/p\u003e\n"]]],[],null,["Audience segments, also known as user lists, are groups of people with specific\ninterests, intents, or demographic information, as estimated by Google. Audience\nsegment targeting is supported for Display, Search, Video, Hotel, and Standard\nShopping campaigns. You can target or exclude audience segments at both the ad\ngroup and campaign levels.\n\nIf you want to target audience segments for Performance Max or Demand Gen\ncampaigns, visit the Audiences [guide](/google-ads/api/docs/remarketing/audiences).\n\n[Learn more about audience\nsegments](//support.google.com/google-ads/answer/2497941).\n\nBasic concepts\n\nYou can target audience segments directly by creating and targeting a\n[`UserList`](/google-ads/api/reference/rpc/v21/UserList). The information you need to provide in the\n`UserList` partly depends on the user list type you want to create. The\nfollowing types are available:\n\n1. [`crm_based_user_list`](/google-ads/api/reference/rpc/v21/CrmBasedUserListInfo): User list of\n CRM users you provide.\n\n2. [`rule_based_user_list`](/google-ads/api/reference/rpc/v21/RuleBasedUserListInfo): User list\n generated by a rule or set of rules, typically based on actions the user\n did---or didn't--- take.\n\n3. [`logical_user_list`](/google-ads/api/reference/rpc/v21/LogicalUserListInfo): User list that is\n a custom combination of user lists and user interests.\n\n4. [`basic_user_list`](/google-ads/api/reference/rpc/v21/BasicUserListInfo): User list targeting as\n a collection of conversion or remarketing actions.\n\n5. [`similar_user_list`](/google-ads/api/reference/rpc/v21/SimilarUserListInfo): Output-only user\n list of users which are similar to users from another list.\n\n6. [`lookalike_user_list`](/google-ads/api/reference/rpc/v21/LookalikeUserListInfo): User list\n composed of users similar to those of a configurable set of seed user lists.\n\nThese user list types can be used to build audience segments that accomplish\ndifferent business goals. For example, to build a list of users that visited\nyour website, you would create a `rule_based_user_list`.\n\nTwo important attributes you can set on a user list are\n[`membership_life_span`](/google-ads/api/reference/rpc/v21/UserList#membership_life_span) and\n[`membership_status`](/google-ads/api/reference/rpc/v21/UserList#membership_status). The former lets\nyou define the time period, in days, for which a user is considered to be in the\nlist. The latter defines whether the list accepts new users. Note that\n`membership_life_span` is ignored for `logical_user_list` and\n`rule_based_user_list`, as list membership for these types depends on the rules\ndefined by the list.\n\nUsage Flow\n\nHere is the overall flow for using audience segments in the Google Ads API.\n\n1. Implement the [prerequisites](#prerequisites), where applicable.\n\n2. Create and configure the audience segment by creating a [`UserList`](/google-ads/api/reference/rpc/v21/UserList) with the\n [`UserListService`](/google-ads/api/reference/rpc/v21/UserListService).\n\n | **Note:** Custom audiences use [`CustomAudience`](/google-ads/api/reference/rpc/v21/CustomAudience) with the [`CustomAudienceService`](/google-ads/api/reference/rpc/v21/CustomAudienceService), instead of `UserList`.\n3. Target your campaigns or ads to the audience segment.\n\n4. Review audience segment performance.\n\nImplement the prerequisites\n\nIn order to create and target audience segments, you first need to:\n\n1. Review the\n [policy for advertising based on interests and location](//support.google.com/adspolicy/answer/143465).\n Sensitive information about users can't be used to build audiences.\n\n2. Set up your Google tag. This is required to target audience segments based\n on visits to or actions on your website. It is not required for [Customer\n Match](/google-ads/api/docs/remarketing/audience-segments/customer-match/get-started) or\n [custom audiences](/google-ads/api/docs/remarketing/audience-segments/custom-audiences).\n\n Advertisers seeking to create user lists based on mobile app behavior should\n implement the Firebase SDK or work with third-party SDKs in order to track\n in-app behavior.\n\nRetrieve the Google tag\n\nAll Google Ads accounts have exactly one account-level [Google\ntag](//support.google.com/google-ads/answer/11994839), created automatically\nwhen the account is opened.\n\nYou can retrieve the Google tag in the Google Ads UI by following the [Help Center\ninstructions](//support.google.com/google-ads/answer/12002338#find-tag-id) or in\nthe Google Ads API by creating a `RemarketingAction` and then retrieving the Google tag\nby issuing a\n[`GoogleAdsService.searchStream`](/google-ads/api/reference/rpc/v21/GoogleAdsService/SearchStream)\nrequest using the [`remarketing_action`](/google-ads/api/fields/v21/remarketing_action)\nresource: \n\n SELECT\n remarketing_action.id,\n remarketing_action.name,\n remarketing_action.tag_snippets\n FROM remarketing_action\n WHERE remarketing_action.resource_name = '\u003cvar translate=\"no\"\u003eREMARKETING_ACTION_RESOURCE_NAME\u003c/var\u003e'\n\nInstall the Google tag on your website or app\n\nThe next step is to install your Google tag on all of your site's pages. [Learn\nmore about adding the Google tag to your site or mobile\napp](//support.google.com/google-ads/answer/2476688).\n\nIf you're planning to build audience segments based only on visited page URLs,\nyou don't need to make any edits to your Google tag. If you're using custom\nparameters, you need to edit your tag to include them, as detailed in [Advanced\nstrategies for tagging and creating remarketing\nlists](//support.google.com/google-ads/answer/3111920#standard_parameters).\n\nYou can use [Google Tag Assistant](//tagassistant.google.com) to validate\nyour tag installation.\n\nBuilt-in Google tag parameters\n\nYou can use the built-in remarketing parameter `url__` to target a user list\nbased on the URLs that people have visited on your website, as demonstrated in\nthe\n[Visitors to your website example](/google-ads/api/docs/remarketing/audience-segments/website-visitors#expandable-1).\n\nCustom Google tag parameters\n\nYou can add [custom Google tag\nparameters](//support.google.com/google-ads/answer/3111920#standard_parameters)\nto your Google tag to create more tailored user lists.\n\nBefore creating your own custom parameters, check out the list of\n[predefined parameters](//support.google.com/google-ads/answer/3103357) to see\nif there's already a good fit for your use case. Using predefined parameters\nmakes it easier to integrate with other Google Ads remarketing features.\n\nCreate audience segments\n\nThe following creation guidelines apply regardless of type:\n\n1. Use the same account to create the user list that you plan to use to modify\n the user list. A user list can only be modified by the Google Ads or [data\n partner](//support.google.com/google-ads/answer/7361372) account that\n created it. Otherwise, the user list is\n [read-only](/google-ads/api/reference/rpc/v21/UserList#read_only).\n\n2. User lists are not supported in [test\n accounts](/google-ads/api/docs/best-practices/test-accounts) and are automatically closed\n upon creation.\n\nGoogle Analytics audiences\n\nYou can retrieve and target audience segments created in Google Analytics,\nincluding Google Analytics 4 (GA4) audiences. These user lists are populated in\nyour Google Ads account and can be retrieved with the `UserListService`.\n\nTo use Google Analytics audiences in Google Ads, you must first\n[link your Google Analytics and Google Ads\naccounts](//support.google.com/google-ads/answer/7519537).\n\nIn the API, these audiences typically have a `user_list.type` of `REMARKETING`\nor `RULE_BASED`. The API doesn't indicate that the user list was created in\nGoogle Analytics, but you can identify them by name and then target them in your\ncampaigns just like any other user list.\n\nAudience segment types in a UserList\n\nClick an audience segment-specific link for guidance on how to create and target\na `UserList` for that type:\n\n[Visitors to your website](/google-ads/api/docs/remarketing/audience-segments/website-visitors)\n: Reach people who have visited either your website or your apps. This is done\n through advertiser-defined rules.\n\n[Visitors to specific pages](/google-ads/api/docs/remarketing/audience-segments/visited-specific-pages)\n: This is done by targeting users that have visited a URL that contains or\n equals a given value.\n\n[Visitors who took specific actions](/google-ads/api/docs/remarketing/audience-segments/took-specific-actions)\n: This can include actions such as a purchase on your website or app.\n\n[Multiple user lists](/google-ads/api/docs/remarketing/audience-segments/multiple-user-lists)\n: This is done by combining two or more user lists to create even more\n sophisticated targeting.\n\n[Customer Match with email address, address, or user ID](/google-ads/api/docs/remarketing/audience-segments/customer-match)\n: A user list of uploaded customer data from your first-party datastore.\n\n[Custom audiences](/google-ads/api/docs/remarketing/audience-segments/custom-audiences)\n: Reach your ideal audience by entering relevant keywords, URLs, or apps that\n represent the interests and intents of the users you want to target.\n\n[Lookalike segments](/google-ads/api/docs/remarketing/audience-segments/lookalike-audiences)\n: Target audiences that are similar to and share characteristics with others."]]
