How do you segment audiences for betting PPC?

I’ve been messing around with betting PPC campaigns for a while now, and honestly, one thing that totally threw me off at first was figuring out who exactly to target. Like, I knew I couldn’t just blast ads at everyone and expect them to click, but narrowing it down felt kind of tricky. Have any of you felt that too?When I first started, I basically grouped everyone under “sports bettors” and hoped for the best. Unsurprisingly, my click-through rates were meh, and the cost per click was creeping up. I kept thinking, “Why is this so much harder than it looks online?” And that’s when I realized, the real game-changer wasn’t just the ad copy or the bid strategy—it was how I split my audience.So I decided to actually look at who was interacting with my ads. I started simple: demographics, location, and then moved into betting behavior. Honestly, it felt a bit overwhelming at first because there’s just so much data you could slice, but I just focused on a few key things that seemed most relevant. For instance, I noticed certain age groups were way more likely to click on live betting ads versus pre-match ones. And then some locations were more interested in specific sports, which I hadn’t considered before.What really helped me get a handle on this was testing different audience segments separately. I didn’t just put all the data into one campaign and hope for the best. Instead, I ran small campaigns for each group to see which one actually responded. It was kinda like a mini experiment, and let me tell you, the results were pretty eye-opening. Some segments that I thought would perform well barely moved the needle, while others I almost ignored ended up being super responsive.One thing I learned is that audience segmentation isn’t just a fancy buzzword. It’s really about paying attention to small patterns that show up in your data. For example, if you notice users clicking more on mobile during evenings, that’s a segment worth prioritizing. Or if a certain group tends to engage with certain sports or events, you can create ads that feel way more relevant to them. Little tweaks like that made a noticeable difference in my campaigns.If you’re curious about diving deeper into this, I found this guide on  audience segmentation in betting PPC  really helpful. It breaks down some practical strategies without getting super technical, which is perfect if you’re just trying to get a feel for what works.I also noticed that over time, it’s important to revisit your segments. People’s habits change, and what works for one week might not work the next. So I try to check in at least every month, tweak my groups, and test new ideas. It keeps things fresh and prevents the campaigns from plateauing.Another thing I realized is that you don’t always need crazy software or complicated analytics. Just keeping track of a few key metrics and trends can go a long way. Honestly, some of the best insights came from just watching which ads my different segments clicked on, how long they stayed engaged, and what type of content they preferred. Once I had that info, it was way easier to make small adjustments that added up to better results.So yeah, if you’re struggling with betting PPC, I’d say don’t just focus on the ads themselves. Think about who you’re talking to and how you can divide them into smaller, more meaningful groups. Even minor tweaks in targeting can change the whole game.At the end of the day, audience segmentation feels like less of a “hack” and more of a mindset shift. Instead of treating everyone the same, you start thinking about your audience in layers and how each layer reacts differently. It’s not instant magic, but over time, it definitely made my campaigns more efficient and less frustrating.