Add similar audiences to your targeting

Similar audiences targeting allows you to show ads to people who share characteristics with people on your existing remarketing lists. This article explains how to add this type of targeting to your campaigns.

Before you begin

Similar audiences targeting is available for both Search and Display Networks campaigns. To learn more about where these lists come from, read about similar audiences on the Display Network and about similar audiences for Search.

Instructions

The new Google Ads experience is now the exclusive way for most users to manage their accounts. If you’re still using the previous AdWords experience, choose Previous below. Learn more

For Search Network and Shopping campaigns:

  1. Under the Campaigns tab, click the Audiences tab.
  2. Below, click the + Targeting button.
  3. Under "Add to" select Campaign or Ad group, depending on which level you want to add your targeting.
  4. Click the Add campaign targeting or Add ad group targeting drop-down menu and select Interests & remarketing.
  5. Click the Select categories drop-down menu and select Similar to remarketing lists.
  6. Click the double arrows » next to each similar audience you want to add. Your audiences will appear in the "Selected audiences" column.
  7. When you're finished, click Close and then Save.

For Display Network campaigns:

  1. Sign into your AdWords account
  2. Under the Campaigns tab, click the Display Network tab.
  3. Below, click the + Targeting button.
  4. Select the ad group of a "Display Network only" campaign with the marketing objective "Buy on your website." You can also select ad groups of "Display Network only – All features" or "Display Network only – Remarketing" campaigns.
  5. Click the "Add targeting" drop-down menu and select "Interests & remarketing."
  6. If you're in a campaign with the objective "Buy on your website" or a "Display Network only - Remarketing" campaign, select the "Show similar audiences" checkbox. If you're in a "Display Network only - All features" campaign, select "Similar audiences" from the drop-down menu.
  7. Click the double arrows » next to each similar audience you want to add. Your audiences will appear in the "Selected audiences" column.
  8. When you're finished, click Close and then Save.

Setting an audience bid or bid adjustment

You can get higher return on investment and increase the chances to show your ads to the likeliest buyers by using smart bidding: tCPA or tROAS. Learn more About Smart Bidding.

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