Akira works for an online retailer and has been asked to come up with an advertising campaign to expand the company's customer base and reach customers with a high intent to purchase. He wants to create a Display campaign. How should he best set up consideration audiences to achieve his goal?

In current Google Ads terminology, custom audiences are managed as custom segments. These segments can be built with keywords, URLs, and apps that reflect user interests and purchase intent, which makes them useful for reaching new prospects in the consideration stage. Using a higher target CPA for that audience gives bidding more flexibility to compete for users who are more likely to convert. That setup supports expansion to new customers while still focusing on stronger conversion intent