Audience targeting

In AdWords Editor, you can download, view, and assign existing audiences, including remarketing lists, custom combination lists, and interest categories. However, to create new audiences, you must sign in to your AdWords account.

Assign audiences

AdWords Editor 11.0+
  1. In the tree view, select the ad group to assign an audience to.
  2. Select Keywords and Targeting > Audiences.
  3. Click Add audience.
  4. Select an audience. Click OK.
  5. Optional: In the edit panel, enter the following settings for the audiences.
    • Max. CPM, Max. CPC: Leave these fields blank to use the ad group default bid.
    • Bid adjustment: Enter a bid adjustment from -90 through +900, inclusive.
    • Destination URL: Leave this field blank to use the ad's destination URL.
    • Status
AdWords Editor 10.6 and earlier
  1. In the tree view, select the ad group to which you want to assign an audience.
  2. Select the Targeting tab > Audiences.
  3. Click Assign audience.
  4. Select one or more audiences. Use the search box to filter the list of audiences.
  5. Click OK.
  6. Optional: In the edit panel, enter the following settings for the audiences.
    • Max. CPM, Max. CPC: Leave these fields blank to use the ad group default bid.
    • Bid adjustment: Enter a bid adjustment from -90 through +900, inclusive.
    • Destination URL: Leave this field blank to use the ad's destination URL.
    • Status

Assign multiple audiences

  • AdWords Editor 11.0+: Import a list either with the Make multiple changes tool on Audiences, or with a CSV file.
  • AdWords Editor 10.6 and earlier: Import a list either with the Assign/update multiple audiences tool on the Audiences tab, or with a CSV file.

Example

The following sample import adds the News interest category to two ad groups:

Campaign, Ad group, Audience
Campaign 1, Ad group 1, News
Campaign 1, Ad group 2, News

Tips for importing audiences in bulk

  • Unknown audience
    Each audience in the import must match either a user list that already exists in the AdWords account or one of these interest categories. If AdWords Editor detects that an audience is neither an existing user list for the account nor a predefined interest category, you'll see an Unknown audience error for that row in the import.

  • Duplicate audiences
    Be sure to add each audience only once to an ad group. If the same audience is listed more than once for an ad group, AdWords Editor processes the first row and ignores the duplicate rows, showing a Duplicate audience warning message.

  • Numeric IDs
    Each interest category has a numeric ID in addition to a name. You can use either the name or the ID in your import list. For example, alternate formats for the News interest category are Interest:16 and Uservertical:16.