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When you imagine of Google Ads concentrating on, you probably feel of keyword phrases. What you likely never imagine of ideal absent is audiences: demonstrating advertisements to folks based on who they are rather than what they’re searching for.

Audiences are one particular of the most potent and underutilized focusing on tactics in Google Ads, and you can focus on audiences in Look for, Show, Discovery, Video clip, and Shopping strategies. (Functionality Max strategies use “audience indicators,” which is for a further write-up!)

In this post, I’m heading to deal with all of the Google Advertisements viewers targeting options you have so you can identify which is right for your upcoming marketing campaign.

Desk of contents

The least difficult way to recognize Google’s viewers targeting capabilities is to divide them into four classes:

  1. Google’s viewers segments
    Specific demographics, in-current market, affinity, existence gatherings.
  2. Your data segments
    Remarketing audiences, identical audiences.
  3. Custom segments
    Lookup term-based, site-based, app-based mostly
  4. Other segments
    Blended segments, optimized focusing on, audience expansion.

google ads audience targeting cheat sheet

Let us examine each and every a single in a lot more element.

1. Google’s viewers segments

Google has four groups of “pre-packaged” audiences, which all advertisers have accessibility to. This is the fastest, simplest way to get your toes damp with audiences.

In depth demographic concentrating on

This sort of viewers focusing on goes over and above the fundamental age/gender/parental standing information to present deeper targeting choices primarily based on everyday living and occupation phases.


  • Marital standing: Married
  • Homeownership standing: Renters

google ads targeting - detailed demographics

Affinity section concentrating on

This refers to reaching men and women who have similar pursuits, hobbies, and habits. Commonly, these are secure above time, and terrific for awareness internet marketing.


  • Splendor experts
  • Luxurious vacationers

google ads targeting - affinity segments

In-industry phase targeting

In-sector segments are men and women who are acquiring completely ready to invest in unique solutions or solutions. Persons are moved into and out of these groups centered on their present-day searching actions, creating them excellent for significant-intent prospecting campaigns.


  • Search engine optimisation & SEM expert services
  • Visits to Singapore

google ads targeting - in-market segments

Existence occasion targeting

As you can assume, this is to target people who are at the moment likely by way of a significant life transition, this sort of as graduating, having married, or going.


  • Obtaining married soon
  • Recently extra dog to residence

2. Your facts segments

Google has moved away from employing the term “remarketing” and renamed this area “your information.” The euphemism is nonetheless exact. Google remarketing (also acknowledged as retargeting) is when you present your Google ads to folks who already have a romance with your organization.

This is a single of the most prevalent and commonly most lucrative paid ads techniques.

google ads targeting - your data segment targeting

Graphic resource

Remarketing audiences

There are 4 forms of remarketing audiences accessible in Google Adverts:

  1. Internet site: a list of users who’ve interacted with your website
  2. App: a listing of customers who’ve interacted with your app
  3. YouTube: a checklist of end users who’ve interacted with your YouTube channel/articles
  4. Buyer Match: a list of people who have given you their private information (electronic mail, mobile phone selection, etc.), which you upload into Google Ads

For additional assistance in this realm, Navah Hopkins delivers some excellent remarketing campaign suggestions listed here.

Comparable phase audiences

Also identified as lookalikes or comparable audiences, these are lists of customers that show equivalent on-line actions to those on your remarketing lists.

For case in point, the customers on a Very similar segment generated from your Most Lucrative Prospects listing would be people today who are new to your small business, and exhibit similar conduct and behavior to your most effective buyers, for that reason are more probably to be intrigued in getting to be your prospects.

google ads targeting - similar segment example

Google Ads will automatically deliver very similar segments in your account when there is adequate information on your remarketing checklist(s) to do so. This is a very effective consumer acquisition tactic.

3. Google Adverts tailor made segments

Google provides a 3rd form of exceptional viewers concentrating on named customized segments. This is a seriously fascinating intersection among Google’s info and your business that most folks don’t believe about. It lets you acquire other pieces of details that Google is familiar with about folks, but slices and dice sit in a way that is exclusive to your organization.

Within just Google Ads custom made audience concentrating on, you have 3 different possibilities for viewers development:

  • The interests and goods/companies individuals are looking for
  • The varieties of websites men and women look through
  • The forms of apps individuals use

Be aware that you just cannot incorporate custom segments to your Research or Shopping strategies, but they are a terrific viewers targeting choice for Exhibit, Discovery, and Online video strategies.

google ads targeting - custom segment example

For instance, when I launched my Google Advertisements system, I made a personalized phase of men and women who have searched for queries like google adverts study course, learn google ads, and google advertisements certification.

Then, I developed a next personalized segment of people today who have applications like Google Ads or Meta Adverts on their telephone. I included equally tailor made segments to a Video campaign, to reach new audiences who are probable to be intrigued in Google Ads schooling.

4. Additional Google Adverts viewers concentrating on

But wait, there is much more!

In addition to Google’s audience segments, your knowledge segments, and custom made segments, you have even much more audience targeting abilities in Google Advertisements.

Put together phase concentrating on

Google Advertisements merged segments allows you place jointly an viewers of folks who match a number of audience concentrating on needs. In addition, a put together segment can include a personalized section. The alternatives are infinite!

For example, you can develop a blended segment of persons who are:

  • In-market place for athletic shoes OR in-current market for activewear
  • AND luxury customers
  • but NOT on my consumer record OR internet site remarketing listing

Optimized focusing on

Ultimately, optimized focusing on is how you can leverage Google’s device discovering to come across new audiences who are probable to help you satisfy your business aims.

When you generate a Discovery, Exhibit, or YouTube marketing campaign, you will instantly be opted into optimized targeting at the ad group stage. The function of optimized targeting is to allow the algorithms do what they do ideal, and obtain pockets of option to get you a far better CPA, ROAS, or what ever metric your bid approach is optimized for (ergo, optimized focusing on).

Notice that optimized targeting is used in Show, Discovery and conversion-focused Movie campaigns, even though its “cousin,” viewers enlargement, is utilised in attain-concentrated Movie strategies.

Google Adverts viewers focusing on cheat sheet

And that’s it! Listed here is a summary of all of the Google Advertisements audience concentrating on selections we covered in this write-up.

google ads audience targeting cheat sheet

Google’s audience segments

  1. In-depth demographics
  2. Affinity segments
  3. In-market place segments
  4. Life occasions

Your facts segments

  1. Website remarketing
  2. App remarketing
  3. YouTube remarketing
  4. Client Match
  5. Very similar segments

Personalized segments

  1. Research time period-based
  2. Internet site-dependent
  3. App-based mostly


  1. Mixed segments
  2. Optimized focusing on
  3. Viewers enlargement


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