If you already know your audience’s interests and behaviours, that’s great. However, if you don’t, you may need to do a little more work. You can get started with the audience options on the Google Search Network.

If this is your first pay-per-click (PPC) campaign, go live first, gather some behavioural data, then determine your audience from that. For example, you may get a lot of impressions and clicks from a specific location so that you can focus on that next time.

What is Audience Search?

Audience search finds prospective customers across the board, without focusing on any specific category. You can use this feature on all campaigns to find new audiences that are related to your chosen keywords.

What is Browse Audience?

Browse the audience lets you target users that are searching for similar products to yours. This a smart type of audience targeting Google Ads has for new campaigns.

What are Audience Ideas?

Audience ideas are suggestions based on aggregated data from your website, campaign, and similar advertisers. You can use this tool to reach a broader audience.

What Type of Targeting Option You Can Select?

You can use audience targeting to show your ads to a variety of niche groups of potential customers. It’s easy to achieve this by targeting and observation:

Targeting: This option is used to show your ad to your defined audience. In Google Ads there are many ways to define the audience which we will be discussing in this article.

To make it simple, if search term matches your keyword and that customer falls under your selected audience, only he will be able to see the ad.

Observation: you don’t want to stick with a defined audience. Although you have selected an audience who has an interest in a specific category.

If someone who does not fall under these audiences and still searched for a search term that matches your keyword, still your ad will trigger for him. In this case, you will get a broader audience.

Initially “Observation” is recommended so that you must get familiar with the audience and customer behavior of searching. Once you have enough understanding about your audience you can always go with the “Targeting” option later to narrow down to precise results.

You can use audience targeting to show your ads to these types of audiences:

  • Demographic Audience
  • Affinity Audience
  • Custom Affinity Audience
  • Remarketing Audiences
  • In-market Audience
  • Seasonal Audience Targeting
  • Similar audiences
  • Layered Audience
  • Customer match
  • Combined Audience

Now, let’s take a more in-depth look at each one.

1. Demographic Audience

In Google Ads, you can narrow your audience targeting by demographics in several ways:

Age – Whether its beauty products for young women or hair dye kits for older men, targeting a specific age group is a smart move for your budget.

Gender – Focusing on one gender can reap rewards. Toy-sellers may target women and kids to drive conversions.

Household Income – You can use this in tandem with demographic targeting to create effective, granular PPC campaigns. There are seven subsets of income targeting:

Top 10%





Lower 50%


Note that the “Unknown” group will always end up being the largest, as Google doesn’t know everything about everyone. Also, income targeting is currently only available in Australia, Brazil, Hong Kong, India, Indonesia, Japan, Mexico, New Zealand, South Korea, Singapore, Thailand, and the U.S.

Other than the above-mentioned demographics you can also target based on the Parental Status, Marital Status, Education, Home Ownership, etc.

How Does Google Determine Demographic Details?

Whenever a user signs in to their account, Google analyses information from their account, activity on Google properties, and third party data sourced from social networking sites to determine that account’s characteristics and estimated income.

Now, you can use audience targeting to show your ads to a custom audience, which you define by their parental status, marital status, education, etc.

But if you want to include or exclude audience based on Age, Gender and Household Income then click “Demographic “on the left side of the Google Account main page. Select your desire category from the top section and then select from the list which Ad group/Campaign you want to edit and then either you can exclude the group, or you can include it in your campaign.

2. Affinity Audience

Coming back to the audience section, “Affinity Audiences” is one of the more advanced audiences targeting options in Google Ads. The platform creates predefined lists of users, which are segmented by general interests based on search history and browsing behaviour.

You can compile your Affinity Audience lists, and customize them based on factors like:

  • Search history
  • Keyword use
  • Website visits

Why use Affinity Audience Targeting

If you don’t have a lot of information about your audience, this option allows you to target people who have already visited your site or expressed interest in your business. You can use this type of targeting to reach more people with similar interests to your existing customers. For that reason, Affinity Audience targeting is good for brand awareness campaigns.

3. Custom Affinity Audience

If you don’t want to be limited to predefined segments, you can use audience targeting to show your ads to Custom Affinity Audiences. Doing this gives widens your scope, which is useful if you need to target a niche.

Custom Affinity Audiences is based on recent browsing behaviours, and it offers several unique benefits, as you can target:

  • Audiences based on specific URLs
  • Users that visit your competitors’ websites
  • Advertisers that use specific keywords and search terms
  • You should use this type of audience targeting for branding or awareness campaigns, as it generates high impressions, low bounce rates, and low cost-per-click rates (CPC).

4. Remarketing Audience

You can use audience targeting to show your ads to connect with people that have already had some interaction with your business. This strategy of serving tailored advertisements to warm leads is known as remarketing or retargeting.

Why use Remarketing Audience Targeting

Remarketing is effective because you can re-engage prospects with ads that are relevant to their on-site behaviours and interests. As a result, your ads are more likely to drive conversions.

Remarketing is another good strategy for lead generation and to multiply your campaign ROI.

Here are more options for that

Addition to that you can also put some rule either visitor has visited the specific URL or not

Once you are done with rules now you can provide either you want last specific days audience or some other duration. The maximum you can use till 540 days (around 18 months)

Once you are done with the remarketing audience you can further attach this with ad group or campaign.

5. In-Market Audience

With in-market audience targeting, Google Ads allows you to target people based on recent browsing history and their present search activity. Therefore, you can find users that have high purchase-intent signals.

For example, you may discover a user who is watching videos about different cameras and reading customer reviews of different models. Google may suggest you add them to your in-market audience.

Whenever you consider visitors for this audience type, Google Ads will take a couple of factors into account:

  • Their clicks on related ads and any subsequent conversion
  • The content of the site and the pages they visit
  • Why use In-market Audience Targeting

Here are three good reasons:

  • It offers high-level targeting that boosts ad performance, generating more conversions to earn you a much better return on investment (ROI).
  • You only pay when you attract more qualified leads, which saves costs on unqualified clicks.
  • You can focus on a niche category, product, or service, nurturing greater audience engagement on that alone.
  • If you want to target people in the consideration phase of the buyer’s journey, in-market audience is a useful option.

6. Seasonal Audience Targeting

Seasonal Audience targeting is perfect for major retail events, like Christmas or Black Friday. People are actively searching for products and services in the lead up to these dates, so advertisers can tailor their strategy to maximize conversions and minimize costs.

First, you should understand user search behaviours. You can use Google Trends to identify search patterns, and Google Keyword Planner to find valuable keywords to target.

With clever ads that are relevant to users and some appealing discounts, you can use seasonal audience targeting to show your ads to the users who are already thinking about buying your products.

Why use Seasonal Audience Targeting

  • There are plenty of benefits of this type of audience targeting, including:
  • It increases brand awareness and online visibility
  • It can grow sales and revenue at certain times of the year, bolstering profits in quiet periods
  • You can convert one-time customers into loyal brand advocates
  • If you have products that you want to sell during a specific month or season, you should use seasonal audience targeting to drive sales.

7. Similar Audience

Similar Audiences targeting will expand your reach to find valuable new potential customers. This feature works by targeting people that share interests with customers on your existing remarketing lists.

Google Ads bases its research on demographics, browsing activity, and purchasing habits. The platform aims to find qualified leads and to drive more qualified clicks to your ad.

Why use Similar Audience Targeting

  • This form of targeting ensures that your ads will be shown to more people with similar interests to your existing visitors. As a result, you’ll benefit from:
  • Higher conversion rates – people are more likely to convert, and you can build a loyal audience of engaged customers.
  • Better knowledge of your audience – Furthermore, as you gather more statistical data on a larger group of similar visitors, you will be able to understand more about your target audience and their behaviours and interests.
  • Budget optimization – Over time, as you optimize your ads to engage more people, your ad relevance increases. Google Ads will reward these relevant ads with a higher Quality Score, which is great news for ad performance, and your PPC budget.
  • Similar Audience targeting is best used when you want to increase traffic from existing prospects. However, take care not to focus solely on this strategy as it may be too narrow to attract new leads with different interests.

8. Layered audience

You can layer your audience like:

In market + demographic

In market + remarketing

Custom affinity audience + in market

For example, you can layer custom affinity and in-market to tell Google you want to display ads to people within the affinity audience if they have also shown buying intent. Google considers their search history to determine qualified leads here.

Why Use Layered Audience

  • Layered audiences refine your targeting to minimize unwanted traffic, which optimizes your budget in two ways:
  • Qualified leads – You focus on users with buying intent and a proven interest in your products or services, thus saving costs on unqualified leads.
  • Maximize conversion chances – As you exclude people with certain interests, you invest your efforts in attracting traffic that is more likely to make a purchase.
  • This form of targeting is best if you want to target people with buying intent, which will increase the profitability and relevance of your PPC ads.

9. Customer Match Audience

You can use Customer Match Audience targeting to reach with past customers and new prospects alike. This strategy leverages data from your Ads account, such as:

  • Names
  • Addresses
  • Emails
  • Phone Numbers

Google uses this data to target users across several channels, including its partner network.

Why Use Customer Match Audience Targeting

With the Customer Match setting, you can use audience targeting to show your ads to test out new sales offers with prospects. This technique helps strengthen existing customer relationships, and also allows you to refine your ads before rolling them out to new prospects.

10. Combined Audience

Combined audience allows you to reach the right audiences by combining various audience attributes, such as detailed demographics and interests that represent segments of your target audience. You can target your audience based on your advertiser’s background, needs etc

Why Use Combined Audience Targeting

  • Let’s say you are doing business of rental cars before combined audience you are able to target the audience in-market and also to those who have interest in traveling. By Normal targeting you might be targeting those audience who have interest in traveling might have their own cars, so it will be waste of budget to show Ads to them.
  • Consider another use case where you are a pizza company and want to target parents of specific age group, have interest in food and dining, but you don’t want to target those who are parents of some other age group and have interest in sports.
  • Now here combined audience solves this problem by including and excluding specific interest and include based on the mutual factors.

Source – https://ppcexpo.com/blog/you-can-use-audience-targeting-to-show-your-ads-to


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