Google Ads Audiences: The Ultimate Guide


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Is your pay-per-click (PPC) ad reaching the right people? Google Ads audience allows you to specify more specific parameters to reach qualified leads to your company’s website                            

In this article we’ll be covering:

  1. Who are the Google Ads audiences for
  2. Different types Google Ads audiences
  3. How do you target your audience
  4. Tips for using Google Ads audiences

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Who are the Google Ads audiences for

Google Ads audiences are the groups you can target with relevant ads. 

These audiences can be based on their hobbies and interests as well as how they search and interact for information.

Different types Google Ads audiences

Google Ads audience lists allow you to target multiple people. First, let’s briefly review the three types before we dive into the audience types.

  1. Display ads – These visual ads are displayed on Google’s partner sites.
  2. Search ads : These are all-text advertisements that appear at the top of search results.
  3. Video These video ads are displayed at different points in YouTube content.

Now let’s look at the Google Ads audiences these ads can reach:

Affinity audiences

There are three types of ads: Video, search and display. Affinity ads are a great way to target an affinity audience.

Custom audiences

There are two types of ads: Display and video ads. Targeting specific audiences can be done based on shopping habits, online purchases and interests.

Customer match

Ad types – Search, display and video. Next on our Google Ads audiences are customer matches. Customer Match allows you to reach customers with your customer relationship management (CRM) software.

Demographics in detail

Ad types – Search, video, and display Targeting homeowners, college students, and first-time parents is one example.

Life events

Ad type : Display Next in the Google Ads audience is life events People who are going through common milestones like graduation, marriage or moving into a new home can be targeted.


There are three types of ads: Search, display and video. Advertisements in the market target people based on their most recent purchase intent.


Target people who have previously interacted with your company using advertising. Remind them of your business and encourage them to return.

Similar audiences

Types of ads: Display, search, and video. Similar audiences is the last of our Google Ads audiences. This allows you to target new customers or visitors who share similar interests as your customers and visitors.

How to target your Google Ads audience

Now you know how to target different people. These steps will guide you in setting up your Google Ads audiences.

  1. Register to your Google Ads account
  2. In the page menu, click on the “Audiences” link.
  3. Click the plus (+) button
  4. To select a campaign from your collection, click on select an Ad Group.
  5. Select the audience you want to reach with your campaign
  6. Click the checkbox to confirm your audience selection.
  7. Save your settings

This is it! These steps will allow you to adjust your PPC campaigns to target the right people

4 tips for using Google Ads audiences

Now you have a better understanding about the Google Ads audience types. These four methods will help you make the most out of your Google Ads audiences.

1. Who are you targeting

This tip may seem obvious but it is crucial. Look at your customers to determine your target audience.

Gathering relevant information about your audience is crucial.

  1. Age
  2. Gender
  3. Localization
  4. Occupation
  5. Income
  6. Interests
  7. Hobbies
  8. More

This information is used to create marketing personas. Google Ads audience targeting is more efficient for your business if you have a better understanding of your target audience.

This will let you choose the most effective targeting parameters to reach more leads.

2. Don’t over segment your audience

It’s possible to be excited to test different audiences with Google Ads audiences. Create two to three audiences groups, then select your Google Ads audiences based on those audiences.

You can segment your audience by running ads, and then test different targeting options to see if they work.

3. Monitor ad performance

Track your ad performance by testing different Google Ads audiences. Without tracking it, you won’t know if it is viable for your business.

It is possible for your business to not reach all audiences. Monitoring your ads will help determine if your campaign should be adjusted or whether you should target other audiences.

4 If necessary, modify and test your ad targeting

Google Ads audience targeting allows you to test different ad targeting options to determine which one is most effective for your audience. It might not work for your audience. Therefore, you should constantly evaluate your strategy and adjust as needed to achieve the best results.

Targeting your audience accurately is important, but ads should also be effective at reaching the audience. Your ads could fail if they don’t convey your message effectively.

You can use Google Ads audiences to increase your Google Ads results.

Google Ads audiences could open up new avenues to your business to reach people interested in your products and services. As a Google Premier Partner, you can be sure that our team of experts will create a PPC campaign you love.

About the author

Kobe Digital is a unified team of performance marketing, design, and video production experts. Our mastery of these disciplines is what makes us effective. Our ability to integrate them seamlessly is what makes us unique.