Google Ads Audience: A General Overview
Google Ads Audience: A General Overview
Audiences in Google ads have been constantly updating and changing, either their name or their placement. These are the most updated general overview of the audiences.
Types of Audiences
Detailed Demographics: Allows you to reach a specific set of potential customers who are likely to be within a particular age range, gender, parental status, or household income.
Affinity: Reach users based on what they’re passionate about and their habits and interests (similar to a buyer’s persona).
In-Market: Users are researching products and are actively considering buying a service or product like yours.
Life Events: Engage with users around important life milestones, like graduating from college, moving homes, or getting married, etc.
Similar Segments: Similar segments is a targeting feature that uses your data segments to help you expand your reach to new potential customers who have characteristics similar to your existing customers or people who have visited your website or used your app. Minimum of 100 visitors in the seed list (your data segments) is required.
Note: For Similar audience, this is a list created from a remarketing list or customer match list with at least 1,000 cookies and has enough similarity in search behavior to create a corresponding similar audience.
Customer combination segments: Custom combination segments let you create advanced segments out of your existing data segments. You can create a combined segment by combining your data segments in an AND, OR, or NOT relationship. Custom combination segments can be created by combining any of the following segment types: Website visitors; App users; Customer segment; Video users.
Custom audience segments: This is a combination of custom intent and custom affinity. Custom segments help you reach your ideal audience by entering relevant keywords, URLs and apps.
Combined audience segments: allows you to intersect different segment attributes, such as intersect the affinity with the in-market segment and target the ad for your SUV to outdoor enthusiasts who are also looking to buy a car. Without combined segments, you would also show your ad to people who are outdoor enthusiasts and not in-market for a car or people who are in-market for a car and don’t like the outdoors. You can combine any criteria with Combined segments, for example, home ownership detailed demographic, life events, your data segments.
Website Visitors: A list of those who have previously visited your site. Specific criteria, like visitors of a certain page, can be used.
Customer lists: A customer list is created by uploading a CSV customer data file in Google Ads frontend or through the Google Ads API (AdWords API) and is used to target audiences.
Placements of Audiences
Search: Detailed Demographics; Affinity; In-market; Your data segments: Similar segments; Customer combination segments; Website visitors; Customer lists; Combined audience segments
Display: Detailed Demographics; Affinity; In-market; Life Events; Your data segments: Similar segments; Customer combination segments; Website visitors; Customer lists; Combined audience segments; Custom audience segments
Video: Detailed Demographics; Affinity; Combined audience segments; Your data segments: Similar segments; Customer combination segments; Website visitors; Customer lists; Custom audience segments; Life Events; In-market
Discovery: Detailed Demographics; Affinity; Your data segments: Similar segments; Customer combination segments; Website visitors; Customer lists; Custom audience segments; Life Events; In-market
Shopping: Detailed Demographics; Affinity; In-market; Your data segments: Similar segments; Customer combination segments; Website visitors; Customer lists
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