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 campaigns:

  1. Sign into your Google Ads account
  2. From the navigation bar on the left, click on Search campaigns or the name of the specific campaign you are adding targeting to. 
  3. From the page menu to the right of the navigation bar, click on Audiences.
  4. Click the pencil Edit icon.
  5. The "Edit audiences" section will appear. In that section, click Select an ad group or the pencil Edit icon next to it.
  6. In the "All audiences" box, click on Remarketing and then on the type of your list.
    • You can expand the similar audience or YouTube users sections to make this easier.
    • You may also use similar audiences for dynamic prospecting.
  7. Click the box next to the name of each list to select it.
  8. Beneath the list names, click Save.

For Display campaigns:

  1. Sign into your Google Ads account
  2. From the navigation bar on the left, click on Display campaigns or the name of the specific campaign you are adding targeting to. 
  3. From the page menu to the right of the navigation bar, click on Audiences.
  4. Click the pencil Edit icon.
  5. The "Edit audiences" section will appear. In that section, click Select an ad group or the pencil Edit icon next to it.
  6. In the "All audiences" box, click on Remarketing and then on the type of your list.
    • You can expand the similar audience or YouTube users sections to make this easier.
    • You may also use similar audiences for dynamic prospecting.
  7. Click the box next to the name of each list to select it.
  8. Beneath the list names, click 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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