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.

Note: Audience signals can only be applied at the ad group level. It can take up to 2 weeks for Google’s machine learning models to fully integrate and optimize the new audience signals.

On this page

• Steps to add audience signals
• Optimize campaigns with audience signal inputs

---

Steps to add audience signals

1. Go to Audiences within the Campaigns menu .
2. Go to the "Audiences" section beneath your asset group.
3. If you've already created audiences, choose Select an Audience. If not, select Create an Audience.
4. Create a unique name for your audience.
5. Add your data.
6. Add custom segments.
7. Select Save Audience.

Tip: You can use the “Additional segments” option to further customize your audience. To enhance machine learning, use search term based custom segments.

---

Optimize campaigns with audience signal inputs

Below are audience signal inputs that you can use with your campaigns to customize your ads to the right audience and maximize reach.

Your customers' interactions with your business

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

Try adding data from the sources below:

• Website visitor lists
• App user lists
• Customer lists (for example, email and subscription lists)
• Video viewer lists
• Firebase lists

Learn more About your data segments.

Note: To avoid issues in using audience signals, ensure your lists follow the requirements below:

• Lists should match the campaign operating system type. For instance, an iOS campaign requires a list of iOS device IDs.
• Ensure your lists are refreshed every 540 days to maintain optimal performance.
• Lists must have more than 1000 active and eligible users.

Your custom audience segments

Custom audience segments help you reach your ideal audience by using relevant keywords, URLs, or apps that you add. Add the keywords or phrases that represent your targeted audience. Use URLs from websites that are similar to your website. Enter the names of apps that your ideal customer is likely to use.

Learn more About custom segments.

Demographics

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.

Although Demographics can be used to refine your audience in Performance Max campaigns, App campaigns for installs won’t use those exclusions. This means that even if you specify certain demographics to exclude, your ads may still reach people outside those parameters.

Additional audience segments

Add other segments to reach people based on who they are, their interests and habits, and what they’re actively researching. These signals help you reach the right audience at the right time.

Try adding targets from these areas:

• Detailed demographics: Reach user groups based on long-term life facts.
• Life events: Reach user groups when they're in the midst of important life milestones.
• Affinity: Reach user groups based on what they're passionate about and their habits and interests.
• In-market: Reach user groups based on their recent purchase intent.

Learn how to Create audience segments of your app users.

---

Related links

• About App campaigns
• About audience signals in App campaigns for installs
• Create an App campaign for installs