When you think of Google Ads targeting, you probably think of keywords. What you probably don’t think of right away is audiences or content targeting:

This means showing ads to people based on who they are rather than what they’re searching for.

Let’s break down what type of audiences & content targeting does Google have.

https://youtu.be/yq2A5ogrFK4?feature=shared

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🎯 Audience Targeting

• Audiences are one of the most powerful and underutilized targeting strategies in Google Ads
  • you can target audiences in all campaigns types except Performance Max
  • Performance Max uses audiences signals
    • this isn't a guarantee that ads will be served to only users within these audiences
• I’m going to cover all of the Google Ads audience targeting options you have so you can determine which is right for your next campaign.

The table below summarizes which audience segment type is available for each campaign type:

The easiest way to understand Google’s audience targeting capabilities is to divide them into four categories:

1. Google’s audience segments

   Detailed demographics, in-market, affinity, life events.

2. Your data segments

   Remarketing audiences, similar audiences.

3. Custom segments

   Search term-based, website-based, app-based

4. Other segments

   Combined segments, optimized targeting, audience expansion.

📂 Google audience segments

• This type of audience targeting goes beyond the basic age/gender/parental status information & provides deeper targeting options based on life and career stages.
• Examples:
  • Employment - Construction industry
  • Homeownership status - Renters