Affinity audiences are useful to advertisers who are looking to raise awareness and drive consideration among affinity groups that have a strong interest in their products.
Add affinity audiences to your audience targeting to reach people based on their specific interests as they browse pages across the web. Select from a wide range of lists—from "auto enthusiasts" and "sports fans" to "luxury travelers" and "fashionistas"—to show ads to people who are likely to be enthusiasts.
Audiences are determined by people’s activity using Google products and third-party websites, or estimated based on content certain groups of people are likely to be interested in. Activity and content on third-party websites are primarily used for audience segments on third-party websites, and activity and content on Google products are primarily used for audience segments on those products.
Would targeting affinity categories be useful for you?
You should consider targeting affinity audiences if you are interested in expanding your target audience to users more likely to convert based on their interests. For example:
- If your advertiser is a movie studio promoting the latest action flick, you could target the "action movie lovers" affinity audience.
- If your advertiser is a cosmetics company promoting a "green" line of makeup, you could target "women who love makeup" and are "passionate about the environment."
- If you're running a co-branded ad from a fast food company sponsoring a car race, you could use affinity audiences to reach "performance car enthusiasts."
With affinity audiences, you can connect with target audiences that are consistent with the audiences you might buy for offline or TV campaigns. Reaching a wide variety of relevant users is as simple as choosing a brand category and optionally overlaying with demographics.
Users are allocated into audience categories for targeting on third-party websites and apps based primarily on their activity on third-party websites and apps. Users are allocated into audience categories for targeting on Google’s own products based primarily on their activity on these products.
- Banking & Finance
- Banking & Finance » Avid Investors
- Beauty & Wellness
- Beauty & Wellness » Beauty Mavens
- Beauty & Wellness » Frequently Visits Salons
- Food & Dining
- Food & Dining » Coffee Shop Regulars
- Food & Dining » Cooking Enthusiasts
- Food & Dining » Cooking Enthusiasts » 30 Minute Chefs
- Food & Dining » Cooking Enthusiasts » Aspiring Chefs
- Food & Dining » Fast Food Cravers
- Food & Dining » Foodies
- Food & Dining » Frequently Dines Out
- Food & Dining » Frequently Dines Out » Diners by Meal
- Food & Dining » Frequently Dines Out » Diners by Meal » Frequently Eats Breakfast Out
- Food & Dining » Frequently Dines Out » Diners by Meal » Frequently Eats Dinner Out
- Food & Dining » Frequently Dines Out » Diners by Meal » Frequently Eats Lunch Out
- Home & Garden » Do-It-Yourselfers
- Home & Garden » Home Decor Enthusiasts
- Lifestyles & Hobbies
- Lifestyles & Hobbies » Art & Theater Aficionados
- Lifestyles & Hobbies » Family-Focused
- Lifestyles & Hobbies » Fashionistas
- Lifestyles & Hobbies » Frequently Attends Live Events
- Lifestyles & Hobbies » Green Living Enthusiasts
- Lifestyles & Hobbies » Nightlife Enthusiasts
- Lifestyles & Hobbies » Outdoor Enthusiasts
- Lifestyles & Hobbies » Pet Lovers
- Lifestyles & Hobbies » Pet Lovers » Cat Lovers
- Lifestyles & Hobbies » Shutterbugs
- Lifestyles & Hobbies » Thrill Seekers
- Media & Entertainment
- Media & Entertainment » Book Lovers
- Media & Entertainment » Comics & Animation Fans
- Media & Entertainment » Gamers
- Media & Entertainment » Gamers » Action Game Fans
- Media & Entertainment » Gamers » Adventure & Strategy Game Fans
- Media & Entertainment » Gamers » Casual & Social Gamers
- Media & Entertainment » Gamers » Driving & Racing Game Fans
- Media & Entertainment » Gamers » Hardcore Gamers
- Media & Entertainment » Gamers » Roleplaying Game Fans
- Media & Entertainment » Gamers » Shooter Game Fans
- Media & Entertainment » Gamers » Sports Game Fans
- Media & Entertainment » Light TV Viewers
- Media & Entertainment » Movie Lovers
- Media & Entertainment » Movie Lovers » Action & Adventure Movie Fans
- Media & Entertainment » Movie Lovers » Comedy Movie Fans
- Media & Entertainment » Movie Lovers » Family Movie Fans
- Media & Entertainment » Movie Lovers » Romance & Drama Movie Fans
- Media & Entertainment » Movie Lovers » Sci-Fi & Fantasy Movie Fans
- Media & Entertainment » Movie Lovers » South Asian Film Fans
- Media & Entertainment » Music Lovers
- Media & Entertainment » Music Lovers » Blues Fans
- Media & Entertainment » Music Lovers » Classical Music Enthusiasts
- Media & Entertainment » Music Lovers » Country Music Fans
- Media & Entertainment » Music Lovers » Electronic Dance Music Fans
- Media & Entertainment » Music Lovers » Folk & Traditional Music Enthusiasts
- Media & Entertainment » Music Lovers » Indie & Alternative Rock Fans
- Media & Entertainment » Music Lovers » Metalheads
- Media & Entertainment » Music Lovers » Pop Music Fans
- Media & Entertainment » Music Lovers » Rap & Hip Hop Fans
- Media & Entertainment » Music Lovers » Rock Music Fans
- Media & Entertainment » Music Lovers » Spanish-Language Music Fans
- Media & Entertainment » Music Lovers » World Music Fans
- Media & Entertainment » TV Lovers » Family Television Fans
- Media & Entertainment » TV Lovers » Game, Reality & Talk Show Fans
- Media & Entertainment » TV Lovers » Sci-Fi & Fantasy TV Fans
- Media & Entertainment » TV Lovers » TV Comedy Fans
- Media & Entertainment » TV Lovers » TV Drama Fans
- News & Politics
- News & Politics » Avid News Readers
- News & Politics » Avid News Readers » Avid Local News Readers
- News & Politics » Avid News Readers » Avid Political News Readers
- News & Politics » Avid News Readers » Entertainment News Enthusiasts
- News & Politics » Avid News Readers » Men's Media Fans
- News & Politics » Avid News Readers » Women's Media Fans
- Shoppers
- Shoppers » Bargain Hunters
- Shoppers » Luxury Shoppers
- Shoppers » Shoppers by Store Type
- Shoppers » Shoppers by Store Type » Convenience Store Shoppers
- Shoppers » Shoppers by Store Type » Superstore Shoppers
- Shoppers » Value Shoppers
- Sports & Fitness
- Sports & Fitness » Sports Fans » American Football Fans
- Sports & Fitness » Sports Fans » Australian Football Fans
- Sports & Fitness » Sports Fans » Baseball Fans
- Sports & Fitness » Sports Fans » Basketball Fans
- Sports & Fitness » Sports Fans » Boating & Sailing Enthusiasts
- Sports & Fitness » Sports Fans » Cricket Enthusiasts
- Sports & Fitness » Sports Fans » Cycling Enthusiasts
- Sports & Fitness » Sports Fans » Fight & Wrestling Fans
- Sports & Fitness » Sports Fans » Golf Enthusiasts
- Sports & Fitness » Sports Fans » Hockey Fans
- Sports & Fitness » Sports Fans » Olympics Fans
- Sports & Fitness » Sports Fans » Racquetball Enthusiasts
- Sports & Fitness » Sports Fans » Rugby Enthusiasts
- Sports & Fitness » Sports Fans » Running Enthusiasts
- Sports & Fitness » Sports Fans » Skiing Enthusiasts
- Sports & Fitness » Sports Fans » Soccer Fans
- Sports & Fitness » Sports Fans » Swimming Enthusiasts
- Sports & Fitness » Sports Fans » Tennis Enthusiasts
- Sports & Fitness » Sports Fans » Water Sports Enthusiasts
- Technology
- Technology » Mobile Enthusiasts
- Technology » Social Media Enthusiasts
- Technology » Technophiles
- Technology » Technophiles » Audiophiles
- Technology » Technophiles » Cloud Services Power Users
- Technology » Technophiles » High-End Computer Aficionados
- Technology » Technophiles » Home Automation Enthusiasts
- Travel
- Travel » Business Travelers
- Travel » Travel Buffs
- Travel » Travel Buffs » Family Vacationers
- Travel » Travel Buffs » Luxury Travelers
- Vehicles & Transportation
- Vehicles & Transportation » Auto Enthusiasts
- Vehicles & Transportation » Auto Enthusiasts » Motorcycle Enthusiasts
- Vehicles & Transportation » Auto Enthusiasts » Performance & Luxury Vehicle Enthusiasts
- Vehicles & Transportation » Auto Enthusiasts » Truck & SUV Enthusiasts
- Vehicles & Transportation » Transportation Modes » Public Transit Users
- Vehicles & Transportation » Transportation Modes » Taxi Service Users
Target affinity audiences
To target affinity audiences, navigate to a line item's Audience targeting, then search for the name of the affinity category you want to target.
Frequently asked questions
Does targeting affinity categories work with mobile impressions?Yes. Targeting affinity categories is supported for mobile web and in-app inventory.