What are affinity audiences?

Affinity audiences are segments in Google Ads of people with long-term interests and hobbies, such as sports fans, travelers or technology enthusiasts. Google builds the segments from behavior and interests over a longer period. You use them to reach people before they actively search or buy.

Why are affinity audiences important?

Reach in the orientation phase: you reach people who are not yet actively searching.
Useful beyond Search: mainly on Display, YouTube and Demand Gen.
Comparable: you set the results next to in-market audiences and your own data.

Examples of affinity audiences

A sporting goods store reaches sports fans with a YouTube ad.
A B2B software company targets technology enthusiasts in a Demand Gen campaign.
A restaurant reaches food lovers in the region.

How do you use affinity audiences?

Choose affinity audiences for campaigns that build reach and awareness, and pair them with a message that fits the interest. Add them as observation first to see how they perform and switch to targeting if they do well. More under Google Ads campaigns.

Affinity audiences