Add audience targeting to an ad group or campaign

To provide a comprehensive and consolidated view of your Audiences and make audience management and optimization simpler, you’ll see the following improvements in Google Ads:

  • New audience reporting
    Detailed reporting about audience demographics, segments, and exclusions is now consolidated in one place, the “Audiences” tab within the left page navigation menu. You can also easily manage your Audiences from this report page. Learn more About Audience reporting
  • New terms
    We’re using new terms on your audience report and throughout Google Ads. For example, “audience types” (these include similar, custom, in-market, and affinity) are now referred to as audience segments and “remarketing” is now referred to as “your data”. Learn more about the Updates to Audience terms and phrases

You can show your ads to specific audience segments based on who they are, their interests and habits, what they’re actively researching, or how they've interacted with your business. Simply follow these step-by-step instructions to add audience segments like these (and more) to your ad groups.

The ability to show your ads online to people with specific interests can help you reach the right customers. You can do this in Google Ads by adding audience segments to your ad groups.

This article explains how to add audience segments to your ad group or campaign and copy audience segments from one ad group to another. Keep in mind that audience targeting is not available for all campaign types.

Instructions

Add audience targeting to your campaign or ad group

  1. Sign in to your Google Ads account.
  2. Click Audiences in the page menu.
  3. In the “Audiences segment” module, click Edit Audience segments.
  4. Click Select an ad group and then select a campaign and ad group from the list that appears. You can also search for the campaign or ad group you want to update.
  5. Select the audience segments you want your campaign to reach.
    • For Search campaigns
      • Your data: People who previously interacted with your business
    • For Display campaigns
      • Affinity: Groups of people based on their lifestyles, buying habits, and long-term interests
      • Intent: People actively researching products or services
      • Your data: People who previously interacted with your business
    • For Video campaigns
      • Affinity: Groups of people based on their lifestyles, buying habits, and long-term interests
      • Intent and life events: People actively researching products or shifting purchasing behavior and brand preferences change during life milestones like moving, graduating from college, or getting married
      • Your data: People who previously interacted with your business
      • Detailed demographics: Groups of people that share common traits, such as college students, homeowners, or new parents.
    • For Hotel campaigns
      • Your data: People who previously interacted with your business (website visitors, app users, similar segment, custom combined segment, and customer lists)
  6. Click the checkbox next to the segment you'd like to add. This will add them to your targeting.
  7. Click Save.

Audience search and ideas

Audience search helps you quickly find your audience across all segments, without having to enter specific categories. Audience search is available for all campaigns supporting audience targeting or observation. Using Audience search, you can find additional audience segments that are also related to your search terms. You can see the audience segments you have recently selected in the space below “Audience search.”

Audience ideas can help you select the right audience segment for your product or brand and improve your reach by surfacing segments in your target market. You can see these suggestions in the “Search” tab. Your suggestions may, for example, be based on your audience selection, website, Search campaigns, and other advertisers like you. Suggestions use large amounts of aggregated advertising data, which can help you reach the audience segments that are best for your ads and potentially discover new segments.

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