You can add audience targeting to ad groups and reach people based on who they are, their interests and habits, what they’re actively researching, or how they have interacted with your business.

Audience targeting can boost your campaign’s performance by reaching people browsing websites, using apps, or watching videos.

For Display, Search, Video, and Hotel campaigns, audiences are groups of people with specific interests, intents, and demographic information, as estimated by Google. When adding an audience to a campaign or ad group, you can select from a wide range of categories such as fans of sport and travel, people shopping for cars, or specific people that have visited your website or app. Google Ads will show ads to people likely in the selected categories.


Audience types to use for targeting in your campaigns:

Affinity: Reach users based on what they’re passionate about and their habits and interests.

Custom audiences: Depending on your campaign goal, reach users based on what they’re passionate about, their habits and interests, and reach users based on their recent purchase intent.

Detailed demographics: Reach users based on long-term life facts.

Life events: Reach users when they are amid life milestones.

In-market: Reach users based on their recent purchase intent.

Remarketing: Reach users that have interacted with your business.

Customer match: Reach your existing customers based on your CRM data.

Similar audiences: Reach new users with similar interests to your website visitors or existing customers.

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