Google Ads audience targeting: the 15 options explained

While you consider Google Adverts focusing on, you in all probability consider key phrases. What you in all probability do not consider straight away is audiences: exhibiting adverts to individuals primarily based on Who’re they moderately than what they’re on the lookout for.

Google Ad Targeting: Keywords vs. Audiences

Audiences are one of the highly effective and underused focusing on methods in Google Adverts, and you’ll goal audiences in Search, Show, Discovery, Video, and Purchasing campaigns. (Efficiency Max campaigns use “viewers alerts”, which is for an additional submit!)

On this submit, I will cowl all the Google Adverts viewers focusing on choices you may have so you possibly can decide which one is true to your subsequent marketing campaign.

Desk of Contents

The simplest strategy to perceive Google’s viewers focusing on capabilities is to interrupt them down into 4 classes:

  1. Google audience segments
    Detailed demographics, in-market, affinity, life occasions.
  2. Your data segments
    Remarketing audiences, comparable audiences.
  3. custom segments
    Time period-based, website-based, application-based search
  4. Other segments
    Mixed segments, optimized focusing on, viewers growth.

Google Ads audience targeting cheat sheet

Let’s discover every in additional element.

1. Google viewers segments

Google has 4 classes of “prepackaged” audiences, which all advertisers have entry to. That is the quickest and best strategy to get your ft moist with the gang.

Detailed demographic focusing on

The sort of viewers focusing on goes past fundamental age/gender/parental standing data to offer deeper focusing on choices primarily based on life and profession phases.


  • Marital standing Married
  • Residence Possession Standing: Renters

Google Ad Targeting - Detailed Demographics

Focusing on by affinity segments

This refers to reaching individuals who have comparable pursuits, hobbies, and habits. These are usually secure over time and nice for consciousness advertising and marketing.


  • magnificence consultants
  • luxurious vacationers

Google Ad Targeting - Affinity Segments

Segmentation of segments available in the market

Market segments are people who find themselves getting ready to purchase particular services or products. Individuals transfer out and in of those classes primarily based on their present shopping for habits, making them supreme for high-intent prospecting campaigns.


  • website positioning and SEM companies
  • Journey to Singapore

Google Ad Targeting: In-Market Segments

Segmentation by life occasions

As you may count on, that is geared towards people who find themselves at present going by a serious life transition, comparable to graduating, getting married, or transferring.


  • getting married quickly
  • Canine lately added to the family

2. Your knowledge segments

Google stopped utilizing the time period “remarketing” and adjusted the title of this part to “your knowledge”. The euphemism remains to be correct. Google Remarketing (often known as retargeting) is while you present your Google adverts to individuals who have already got a relationship with your small business.

This is among the most typical and customarily most worthwhile paid advert ways.

Google Ad Targeting - Targeting your data segment

image source

Remarketing audiences

There are 4 kinds of remarketing audiences obtainable in google adverts:

  1. Web site: a listing of customers who’ve interacted along with your web site
  2. app: a listing of customers who’ve interacted along with your app
  3. Youtube: An inventory of customers who’ve engaged along with your YouTube channel/content material
  4. Buyer matching: a listing of customers who’ve offered you with their private knowledge (e-mail, telephone quantity, and so forth.), which you add to Google Adverts

For extra assist on this space, Navah Hopkins supplies some great tips for remarketing campaigns here.

Comparable Section Audiences

Also referred to as lookalike or comparable audiences, these are lists of customers who exhibit comparable on-line habits to your remarketing lists.

For instance, customers in an identical phase generated out of your High Worthwhile Prospects record could be people who find themselves new to your small business and exhibit comparable habits and habits as your High Prospects, subsequently they’re extra more likely to be fascinated by turning into your clients.

Google Ad Targeting - Similar Segment Example

Google Adverts will routinely generate comparable segments in your account when there may be sufficient knowledge in your remarketing record(s) to take action. This can be a very highly effective customer acquisition tactic.

3. Google Adverts customized segments

Google presents a 3rd sort of distinctive viewers focusing on known as customized segments. This can be a actually fascinating intersection between Google knowledge and your small business that most individuals do not take into consideration. It lets you take different items of data that Google is aware of about individuals, however slice and cube it in a manner that is distinctive to your small business.

Inside Google Ads custom audience targetingYou have got three totally different choices for creating audiences:

  • The pursuits and merchandise/companies that persons are looking by
  • the kinds of web sites individuals sail
  • the kinds of Purposes Individuals use

Notice you can’t add customized segments to your search or buying campaigns, however they’re a terrific viewers focusing on choice for DisplayDiscovery and Video Campaigns.

Google Ad Targeting - Custom Segment Example

For instance, after I launched my Google Adverts course, I created a customized phase of people that have looked for queries like google adverts course, study google advertsY google adverts certification.

Then I created a second customized phase of people that have apps like google adverts both meta adverts in your telephone. I’ve added each customized segments to a video marketing campaign to achieve new audiences which are more likely to be fascinated by Google Adverts coaching.

4. Extra Google Adverts viewers focusing on

However wait, there’s extra!

Along with Google viewers segments, your knowledge segments, and customized segments, you may have much more viewers focusing on capabilities in Google Adverts.

Mixed Section Orientation

Google Adverts blended segments assist you to construct an viewers of people that meet a number of viewers focusing on necessities. Additionally, a mixed phase can comprise a customized phase. The chances are limitless!

For instance, you possibly can create a mixed phase of people who find themselves:

  • Within the sports activities shoe market OR within the sportswear market
  • and luxurious patrons
  • however NOT in my buyer record OR web site remarketing record

Optimized orientation

Lastly, optimized segmentation it is how one can leverage Google’s machine studying to search out new audiences which are probably that will help you attain your small business objectives.

While you create a Discovery, Show, or YouTube marketing campaign, you will routinely be opted into optimized focusing on on the advert group degree. The aim of optimized focusing on is to let the algorithms do what they do finest and discover alternatives for higher CPA, ROAS, or no matter metric you want. bid strategy is optimized for (ergo, optimized focusing on).

Notice that optimized focusing on is utilized in Show, Discovery, and Conversion Centered. video campaignswhereas his “cousin”, viewers growthutilized in video campaigns centered on attain.

Google Adverts viewers focusing on cheat sheet

And that’s! This is a rundown of all of the Google Adverts viewers focusing on choices we cowl on this submit.

Google Ads audience targeting cheat sheet

Google viewers segments

  1. Detailed demographics
  2. affinity segments
  3. segments available in the market
  4. life occasions

Your knowledge segments

  1. Web site Remarketing
  2. App Remarketing
  3. youtube remarketing
  4. Buyer matching
  5. Comparable segments

customized segments

  1. Search primarily based on phrases
  2. web site primarily based
  3. application-based


  1. Mixed segments
  2. Optimized orientation
  3. viewers growth

By admin