About audience expansion

Audience expansion allows you to reach the audience that you want in a simple, goal-based way. With audience expansion, it’s easier for advertisers to reach more people that matter to their business and achieve their marketing goals with Google.

It’s simple: move the control to the right to expand and reach more people, or move it left to more closely match the explicit campaign audience targeting criteria. By enabling audience expansion, we can open up additional inventory by expanding to additional, relevant audiences.


  • Simplifies audience targeting and optimization for advertisers
  • Expansion works across various networks and audience types
  • Gives advertisers the opportunity to expand their reach to more potential customers

How it works

Audience expansion is enabled by an on/off control. Learn how to use audience expansion.

This control helps you find the right balance to meet your goals by showing your ads to users other potential customers your ads would not have reached otherwise. You can change the number of people your ads reach by sliding from left (“Off”) to right (“Expanded reach”). 

For direct response campaigns, expanding your reach lets your ads reach more people by targeting additional audiences that will likely increase performance of your campaign. For brand campaigns, audience expansion allows you to reach more people who are like those in your existing audience.

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