Add audience signals

Audience signals allow you to share demographics, interests, and behaviors of your customers to help Google AI find the most relevant audience.

Add audience signals

In the "Audiences" section beneath your asset group:

  1. Choose Select an Audience if you’ve already created audiences. If you haven’t created audiences, choose Create an Audience.
  2. Create a unique name for your audience.
  3. Add your data, then add custom segments.
  4. Choose Save Audience.

Audience signal examples

Review the details below to determine what inputs work best for you.

Your customers' interactions with your business

You can leverage first-party customer and marketing data you already have from desktop and mobile visitors, page and social views, and past converters.

Learn more About your data segments.

Your custom audience segments

Custom audience segments help you reach your ideal audience by using relevant keywords, URLs, or apps that you add.

Learn more About custom segments.


When you use Demographics, you can narrow the focus of your custom audience segment by using certain identifiers to focus your campaign on specific qualities of your audience.

Additional audience segments

Add other segments to reach people based on who they are, their interests and habits, and what they’re actively researching, for example, life events, affinity, or in-market purchase intent.

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