Add audiences (interests and remarketing lists) to an ad group

You can show your ads to specific audiences according to their interests, whether they're gamers, pet lovers, or are interested in purchasing a car or home. Simply follow these step-by-step instructions to add audiences like these (and more!) to your ad groups.

The ability to show your ads online to people with specific interests can help you reach the right customers. You can do this in AdWords by adding audiences to your ad groups.

Adding audiences

You'll first need to create a campaign that includes the Google Display Network. Remember to select "Display Network only" as the campaign type when you create your campaign.

Add audiences to a "Display Network only - All features" campaign
  1. Sign in to your AdWords account at https://adwords.google.com
  2. Click Campaigns tab.
  3. Click +CAMPAIGN, and then click Display Network only.
  4. At the ad group level, select the Interests & remarketing radio button.
  5. In the dropdown menu, select the type of audiences you want your campaign to reach.
    • Affinity audiences: Show your ads to unique audiences based on their lifestyles, buying habits, and long-term interests.
    • In-market audiences: Find customers who are researching and most likely to buy products and services like those you offer.
    • Remarketing lists: Show ads to people who have visited your website before.
    • Video viewer lists: Show ads to people who view videos and video ads or subscribe to YouTube.

      These are video viewers lists that include YouTube subscribers, YouTube video viewers, YouTube ad viewers, and viewers of Google Video Network videos.

    • Similar audiences: Show ads to audiences that are similar to people on your remarketing lists or video viewer lists.
      • Similar to remarketing lists
      • Similar to video viewer lists

Now that you’ve added audiences, you can refine your ads.

Add audiences to a "Display Network only - Remarketing" campaign
  1. Sign in to your AdWords account at https://adwords.google.com
  2. Click Campaigns tab.
  3. Click +CAMPAIGN, select an existing remarketing campaign, and then click Display Network only.
  4. In the dropdown menu, select from the following:
    • Previous visitors: Show ads to people you want to reconnect with, through your website, videos, or YouTube channel.
      • Remarketing lists: Show ads to people who have visited your website before.
      • Video viewer lists: Show ads to people who view videos and video ads or subscribe to YouTube.

        These are video viewers lists that include YouTube subscribers, YouTube video viewers, YouTube ad viewers, and viewers of Google Video Network videos.

    • New audiences: Show ads to people similar to your previous visitors or to those in the market to buy your offerings.
    • Similar audiences: Show ads to audiences that are similar to people on your remarketing lists or video viewer lists.
      • Similar to remarketing lists
      • Similar to video viewer lists
    • In-market audiences: Show ads to more customers who are researching and most likely to buy products and services like those you offer.
  5. Click the double arrows next to the audiences you want to add.

    They’ll show up in the "Selected" column.

  6. Repeat steps 5 and 6.

    Tip

    You can create your own custom affinity audience when you create a Display Network campaign. Here’s how:

    1. Select the Interests & remarketing radio button.
    2. Click Affinity audiences.
    3. Click + Custom.
    4. In the "New custom affinity audience" dialog, enter a name and description for this affinity audience.
    5. Under "Sites and interests," enter URLs of websites your customers might be interested in. Enter keywords of interests your customers might search for.
    6. Click Continue.

  7. Check that you added all the audiences you want your campaigns to reach, and then click Save and continue.

Now that you’ve added audiences, you can refine your ads.

Setting an audience bid

You can get a higher return on investment (ROI) or increase your chances to show your ads to people who are more likely to buy your products by setting a specific bid for these customers. Follow these steps to set a bid for an interest-based audience that you've already added to your ad group:

  1. Click the Display Network tab.
  2. Click the Interests & Remarketing tab.
  3. Click the bid (in the Max. CPC column), and a pop-up dialog appears.
  4. Enter your audience bid.

When you add multiple audience categories to an ad group, you can bid more for audiences that are more valuable to you.

If you're running Conversion Optimizer, any audience bids you set won't apply because you've already set a target CPA for the entire ad group.

Google may charge you a service fee if your campaign focuses on audiences. If you're charged a service fee, your maximum bid is reduced before the auction and the fee is added to the closing auction price.

Copy interests to another ad group

Once you've set up interest-based audiences for one ad group, you can copy your interests to other ad groups in Display Network-only campaigns. First, you'll need to copy the interests you want. Then you can paste them into a new ad group.

To copy your interests:

  • Click the Display Network tab.
  • Click the Interests & Remarketing tab.
  • Select the checkbox next to the interests you want to copy.
  • From the Edit menu, select Copy (or press CTRL-C on Windows computers or Command-C on Macs).

To paste your copied interests:

  • Click the Campaigns tab.
  • Click the name of the campaign where you want to paste your interests.
  • Check the box next to the name of the ad group where you want to paste your interests.
  • From the Edit menu, select Paste (or press CTRL-V on Windows computers or Command-V on Macs).

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