Google Premier Partner
Meta Business PartnerWhat are audiences?
Audiences are groups of people with shared characteristics, interests or behavior that you target your Google Ads ads to, or adjust your bids for. Google offers segments such as affinity audiences, in-market audiences, life events and detailed demographics, plus your own data such as website visitors and customer lists.
Why are audiences important?
- More targeted reach: you show ads to people who are likely to fit your offer.
- Smarter bidding: on Search you add them as observation and see how they perform without limiting reach.
- Signal for automation: in Performance Max and Demand Gen, audiences help Google find suitable people.
Examples of audiences
- A sporting goods store uses an in-market audience for running shoes and a list of website visitors.
- An installer adds audiences on Search as observation.
- A B2B software company excludes existing customers with a customer list.
How do you use audiences?
Start with the audiences closest to your customer, such as your own website visitors, and add them on Search as observation first. Only set targeting once the data shows that a group performs better. Make sure you have consent to use the data. See Google Ads.