Using audience expansion

With audience expansion, you can reach more people similar to your existing audience segment. For campaigns with audience expansion, you may find an increase in impressions, views, clicks, and conversions.

To use audience expansion for your Video campaigns, only select "Product and brand consideration" or "Brand awareness and reach" as your campaign goal. If you want to use optimized targeting, select "Sales”, "Leads", or "Website traffic" as your campaign goal. Learn more About optimized targeting.

In this article, you’ll learn how to enable audience expansion in your campaign.


Instructions

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.

Enable audience expansion for new campaigns

  1. In your Google Ads account, create a new campaign by clicking the create button Create Button.
  2. Click Campaign.
  3. Choose Product and brand consideration or Brand awareness and reach as your goal and continue.
  4. In the "People" section of campaign creation, click the Audience segments section.
  5. Add audience targeting by selecting audience segments.
  6. After selecting audience segments, you’ll find the "Audience expansion" checkbox.
  7. Click the checkbox to enable audience expansion.

UI screen depicting audience expansion for new Ads campaigns

Enable audience expansion for existing campaigns

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Audiences, keywords, and content drop down in the section menu.
  3. Click Audiences.
  4. In the “Audiences segment” module, click Edit audience segments.
  5. Click 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.
  6. Select the audience segments that you want your campaign to reach. Learn more About audience targeting.
  7. Click the checkbox next to the segment you'd like to add to your targeting.
  8. Click Save.

Find audience expansion reporting

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Audiences, keywords, and content drop down in the section menu.
  3. Click Audiences.
  4. On the "Audiences" page, scroll to the bottom of the “Audience segments” table or the “Demographics” table.
  5. Click Show Table.
  6. When the table expands, continue scrolling down until you find a row labeled "Total: Expansion and optimized targeting".

Audience expansion performance should be compared as a contribution to achieving overall goals of a given campaign.


Estimates for weekly impressions

When creating a campaign, Google Ads estimates the available impressions that your campaign is expected to receive on the right side of the page. When you enable audience expansion, you’ll find an increase in the number of estimated impressions.


Effects of audience expansion on your campaigns

Audience expansion finds more users who look like your selected audience to increase your campaign's reach while maintaining your CPM and CPV bids. Additional reach depends on the available budget and the size of your audience.


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