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About AdWords audience insights

Remarketing lists represent website visitors and app users who are valuable to your business. AdWords audience insights helps you learn about important aspects of the audiences that make up your remarketing lists, such as their demographics, interests, locations, and devices.

You can take these insights further by improving or creating campaigns with the goal of reaching your most valuable visitors and users.


An outdoor apparel company checks the AdWords audience insights report for their "All converters" list. They discover that the people who typically convert on their website are the following: women, ages 25 to 44, outdoor enthusiasts, mostly using a mobile device, currently in the market for shoes. They decide to create a campaign and custom ads that target this audience profile.

Why use this report

  • Find new and relevant audiences to expand your ad group targeting.
  • Discover the demographics, locations, devices, and interests of people on your remarketing lists to make informed decisions about how to target your ads, what bids to set, and more.
  • Drive sales with new and qualified customers who typically convert on your website. If you want to maximize conversions and are already using AdWords conversion tracking, first check the report for your "All converters" list. You can then target audiences that your ad groups aren't currently targeting, or adjust your bids to better reach these high-performing audiences.

How to access the report

  1. Click Shared library in the AdWords side navigation bar.Shared library
  2. Click View under "Audiences."View "Audiences"
  3. In the "Audiences" table, select a remarketing list.
  4. You'll see the top insights about the remarketing list you selected. Choose any tab such as Affinity audiences or Devices to get detailed insights.
  5. Click Table view to see a different view of your audience insights. Click + to add a specific audience to your ad group.

You can also access this report by going to Ad groups » Display Network » Interests & remarketing and selecting your remarketing list.

How the report is organized

AdWords audience insights is organized into 6 tabs: "Top insights," "In-market audiences," "Affinity audiences," "Demographics," "Locations," and "Devices."

"Top insights" shows a summary of the audiences, locations, demographics, and devices that are most prominent across all tabs. "In-market audiences," "affinity audiences," and "locations" show audiences and locations related to a remarketing list based on the following:

  • Relevance: the significance of an audience compared to an average Internet population. For example, if an outdoor apparel company is targeting a remarketing list of people who visited their website, the affinity audience "Outdoor enthusiasts" may be more relevant to their visitors than an average Internet population.
  • Benchmark: a baseline population. For example, you can compare your own remarketing list to a benchmark of an average Internet population in the United States. You can also switch the benchmark to another country.
  • Share of list reached: the percentage of people that your remarketing list is currently reaching out of the total potential. Your list has the potential to reach more people if you remove exclusions, choose fewer campaign settings, increase your budget, and raise your bids.

Ways to act on insights

In-market and affinity audiences

  • See the interests and purchase intent of people on your remarketing list.
  • Target in-market audiences to reach new, qualified customers who intend to make a purchase.
  • Target affinity audiences to build brand awareness with relevant audiences.


  • See the demographic breakdown of people on your remarketing list.
  • Tailor your ads to a particular demographic.
  • Target a specific demographic.
  • Determine whether certain product categories are more popular with a particular demographic.
  • Adjust bids by demographic.


  • Target where your top converters are located.


  • Create mobile ads if a lot of your website traffic comes from mobile devices.
  • Adjust bids by device.

Similar audiences (if available)

  • Reach additional customers who haven't visited your website but who do have interests in common with people on your remarketing list.
  • Create a new ad group that targets this similar audience.

Frequently asked questions

How should I interpret the comparative percentages?

Let's say you see that 22.5% of "All visitors” are currently in the market for bicycles compared to 6.48% in the United States. This means that 22.5% of people on your "All visitors" list are also in the market for bicycles, compared to 6.48% of average Internet users in the United States who are also in the market for bicycles.

Should I target the in-market and affinity audiences in the report?

It's best to target the audiences most related to your products and services. However, since the report shows insights about audiences that make up your remarketing list, often these audiences will also be in the market for or have an affinity for other products and services.

It's worthwhile to test new audiences. In some cases, targeting unrelated audiences might make sense. For example, if you're an insurance provider you might want to target an audience that's in the market for a new home. An audience's relevance score can help guide you.

Which types of AdWords remarketing lists let me see audience insights?
  • Display Network
  • Google Analytics
  • Mobile apps
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