Google Ads Audiences

What are Google Ads Audiences?

Simple told Google Ads Audiences is one of the many ways to target potential customers. Audiences represent a group of people, who have similar interests and intents.

You have the possibility to select what audience you want to reach out to for example fans of traveling, rock climbing, or even specific potential customers that have visited your business web page.

You can probably already see the value of such information and for sure this tool is part of every marketer’s depository. It only allows you to better operate within the huge search, display, YouTube, and Gmail markets.

It is a valuable tool to learn and start using since it can only increase the performance of your campaign by directly reaching potential customers.

google ads audiences

Where to find Google Ads Audiences?

For you to be able to use audiences, first of all, you need to know where to find them. Audiences are located in the audience manager in your shared library. Google creates some elemental remarketing lists for you by default as well as the type of audience.


Now that you know how to access the audiences you can see the size of every list based on the compatible network it is on. For now, there are four networks that Google has access to in order to use audiences on them. Those networks are Search, Display, YouTube, and Gmail.

To maximize your “audience potential” be sure to check network compatibility lists before you start building your advertisement strategy since not all networks are compatible with all audiences.

Types of Google Ads Audiences

There are many types of audiences, so we will list the most commonly used types as well as a brief description of each.

  1. Affinity Audiences – Reaching potential customers based on their lifestyles, passions, and habits.
  2. Custom Affinity – Similar to affinity audience but better optimized to fit your exact brand.
  3. In – Market – Made for advertisers that are more focused on gaining conversions from potential buyers.
  4. Life Event – Way to reach customers depending on their life achievements for example marriage, buying a new car, graduation, etc.
  5. Custom Intent – Using keywords, URL’s, services, and apps related to products your potential customer may be researching you can define your audience.
  6. Remarketing – A way to reach people who have previously interacted with your products or services.
  7. Website Visitors – Simple list of those who have visited your site in the past. You can define specific filters like visitors to fit certain product pages.
  8. YouTube Users – You can add potential customers that watched your videos to YouTube lists to better promote your product or service.
  9. App Users – Show relevant advertisements to people who have installed your application on their personal device.
  10. Customer Match – Lists generated based on customer contact information like email, address, zip code, etc. You can collect those over time but they have to be manually implemented into Google ads before becoming a valid customer list.
  11. Custom Combination – Progress involving the merging of two or more existing remarketing lists.
  12. Similar Audiences – Tailor your list by using pre-existing clients and create a new list of people with a similar interest in your products. This could be your personal favorite way to reach potential new customers. You can also contact your previous customers this way to re-engage them.
  13. Detailed Demographics – This option allows you to reach certain segments of customers by selecting only people, who share common traits such as college students, teachers, new parents, etc.

It is imperative to remember, that not all audiences are created equal. Some audiences like custom affinity require a lot of work for it to operate properly, some require you to have Google Ads remarketing tags implemented on your web page and some are just not compatible with Search campaigns while others are.
For you to properly create audiences you have to understand the benefits and also disadvantages of each of them.

How does Google determine Audiences?

It is hard to tell how Google precisely determines audiences, but we can simplify it and start with talking about Google algorithms. Since Google uses machine learning it is easier to analyze countless numbers of signals and turn them into insights.

We can define insights as anything ranging from purchase intent or average session duration up to user location. As soon as the system finds a significant relationship between an item and user it combines that information in a few ways but basically, it connects all the dots.

The result is combined primary information with demographics-based information like age, gender to show the relevant product in their feed.

How to add audience targeting to the campaign or ad group?

  1. First of all sign in to your Google Ads account.
  2. Go to audiences in the page menu.
  3. Click the plus button to begin.
  4. Select an ad group and then choose the campaign or ad group from the list.
  5. Select the type of audience you want to get in touch with.

Search campaigns:
Remarketing – People that previously had contact with your business.

Display campaigns:
Affinity – Group of people that have similar lifestyles.
Intent – People that are researching your products.

Video campaigns
Detailed demographics – People sharing common traits as students, new parents, etc.
Hotel campaigns
Select the audiences you would like to add and click save.

Audience search

Audience search can help you with finding audiences trough all audience types, without having to input specific category filters. It is available for all campaigns that support targeting or observation.

Audience ideas

You can use this tool to quickly select the right audience for your products or brands. This way you can improve the reach of your campaigns towards people that need to see them. These audiences are located in the ideas tab.

Audience ideas

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