Reaching the right people with the right message at the right time—that’s the magic of Google Ads. But with so many targeting options, it can be overwhelming to know which one to choose. Whether you're trying to build brand awareness, capture high-intent shoppers, or re-engage past visitors, choosing the right audience type can make all the difference in your campaign’s success.
Think of audience targeting like running a store inside a busy shopping mall. Not every person walking by will be the right customer, but the way they interact with the mall can help you identify who is worth targeting. Some people are casually browsing, some are actively looking for something specific, and others have been in your store before but left without buying. Understanding these behaviors will help you focus on the right customers and maximize your marketing efforts.
Let’s break it down.
1. Affinity Audiences
Affinity audiences are groups of people who have demonstrated a long-term interest in specific topics. These individuals show a sustained interest or passion about a particular subject, whether it's sports, fashion, technology, or health. Google identifies these people based on their behavior, including search history and browsing activity. These are the people who love shopping and visit the mall regularly, but they aren’t necessarily looking for anything specific. They have a strong interest in certain types of products, but they’re mostly there for the experience and to see if something catches their eye.
Best Used For
Affinity audiences are best for broad, awareness-driven campaigns. They help you reach potential customers who are generally interested in what you're offering but may not yet be actively shopping. This audience is ideal for brand awareness and getting the word out to people who are likely to be long-term customers.
Example
If you're selling eco-friendly products, your affinity audience might be “Green Living Enthusiasts.” These people regularly search for sustainable products, read eco-conscious blogs, and are likely to engage with content related to reducing their environmental footprint.
2. In-Market Audiences
In-market audiences consist of people who are actively searching for or considering products and services similar to what you offer. These individuals are in the “consideration phase” of their buying journey and come to the mall with a purpose: actively browsing specific stores, comparing products, and getting closer to making a purchase.
Best Used For
In-market audiences are best for campaigns focused on driving conversions. Since these users are already in the process of considering a purchase, targeting them can help you capture more qualified leads and push people closer to making a decision.
Example
If you run a travel agency, your in-market audience could include individuals who have recently searched for car rentals, or vacation packages. These people are actively planning a trip and are likely to make a purchase soon.
3. Custom Audiences
Custom audiences allow you to create highly tailored audience segments by combining different attributes such as interests, demographics, and online behavior—similar to custom audiences you can build in Meta. With custom audiences, you can define people based on a combination of data points that matter most for your business. These shoppers have unique habits and preferences—you might notice some always go straight to luxury boutiques, others only buy organic beauty products, and some always stop by the tech store first.
Best Used For
Custom audiences are perfect when you want to reach a very specific group of people who fit a particular behavior or interest pattern. This is especially useful for businesses with niche products or services who want to fine-tune their targeting.
Example
If you sell luxury watches, you might create a custom audience of people who have shown interest in high-end fashion, followed specific watch brands, and recently visited premium jewelry websites. You can tailor this audience as narrowly as you want to focus on people likely to purchase luxury goods.
4. Remarketing Audiences
Remarketing is like targeting mall visitors who walked into your store, looked at a few products, but left without buying anything. Google Ads tracks user interactions on your website and lets you reach out to these potential customers with tailored ads as they browse other sites or use apps.
Best Used For
Remarketing is ideal for re-engaging people who have shown interest in your products or services but have not yet taken action. It’s a powerful tool for increasing conversions by targeting users who are already familiar with your brand.
Example
Suppose someone clicked on your ad then visited your online clothing store but left before making a purchase. In that case, you can use remarketing to show them targeted ads for the products they viewed, or even offer a discount to encourage them to complete the purchase.
5. Demographic Audiences
Demographic audiences allow you to target people based on broad demographic information such as age, gender, household income, and parental status. This can be represented by the photography and specific models featured in the signage outside of a retail shop.
Best Used For
Demographic targeting works well when you know that specific groups are more likely to purchase your product or service due to their demographic profile. It’s especially useful for businesses that cater to specific age groups, income brackets, or family structures.
Example
A high-end fashion retailer might target high-income households so that they can target users who are in a place financially to invest in their products.
6. Life Event Audiences
Life event audiences target people based on significant life changes, such as moving to a new home, getting married, having a baby, or graduating from college. Google identifies these changes using signals such as searches and online behaviors that indicate a major life milestone.
Best Used For
Life event audiences are effective for businesses that offer products or services related to major life changes. These are high-intensity events where consumers are often looking for new solutions or ready to make purchases that are directly related to these life-changing events. These are the mall shoppers going straight to a specific store
Example
A moving company might target users who are about to move to a new home, or a wedding planner could focus on people who have recently gotten engaged.
7. Geographic Audiences
Geographic audiences allow you to target people based on their location, whether at the city, region, or country level. You can also narrow your focus to specific neighborhoods or even a radius around a physical location. In a shopping mall, some stores thrive on attracting local customers while others specifically target tourists who are visiting the area.
Best Used For
Geographic targeting is crucial for local businesses or any company that wants to focus on specific geographic areas. It’s also useful for global businesses looking to target specific countries or regions based on demand.
Example
A local coffee shop might target ads to people who are within a few miles of its location. Alternatively, an international brand may focus on users located in countries or regions where their products are available.
8. Customer Match Audiences
Customer Match allows you to upload your first-party data, such as email lists, phone numbers, or mailing addresses, into Google Ads. Google then matches those details to users across its network, allowing you to target ads specifically to your existing customers or leads. Customer Match is like recognizing familiar faces—shoppers who’ve been to your store before and have signed up for your loyalty program. You can send them special offers, birthday discounts, or new product announcements tailored just for them.
Note that different Google Ads campaign types require customer lists to be certain sizes to be approved and work most effectively:
- Google Display Network: must have a minimum of 100 active visitors or users within the last 30 days.
- Google Search Network: must have a minimum of 1,000 active visitors or users within the last 30 days, unless it is a customer list. Customer lists must have a minimum of 100 active visitors or users within the last 30 days.
- YouTube: Must have a minimum of 1,000 active visitors or users within the last 30 days, unless it is a customer list. Customer lists must have a minimum of 100 active visitors or users within the last 30 days.
Best Used For
Customer Match is excellent for targeting your existing customers with tailored messages. This is particularly useful for remarketing or creating personalized offers that encourage repeat business or customer loyalty.
Example
If you have a list of email subscribers, you can upload that list to Google Ads and serve them ads promoting a new product or special offer tailored specifically to them.
9. Topics & Placement Targeting
While not a traditional “audience type,” topics and placements allow you to target websites, YouTube channels, or specific content that is related to your business. You can also select topics or categories that align with your audience’s interests, allowing your ads to show on relevant pages. It’s like choosing to set up your store in a section of the mall that attracts your ideal audience or advertising on a billboard near popular stores that align with your products.
Best Used For
This method is best when you want to align your ads with content that is highly relevant to your audience. It's particularly useful when you know the types of websites or content your target customers are engaging with and want to ensure your ads are shown in those contexts.
Example
If you're selling a photography course, you might choose to display your ads on websites or YouTube channels related to photography tips or creative hobbies.
Conclusion
With so many audience types to choose from, it's clear that Google Ads provides a wealth of options to help you reach the right people at the right time. Whether you’re looking to build brand awareness, drive conversions, or re-engage past customers, understanding how each audience type works and what it's best used for can make a big difference in your campaign’s performance. By strategically selecting the right audience types, you can ensure your ads are seen by the people who are most likely to convert, ultimately boosting your return on investment.
Rachel was born and raised in southern NH, and became an official Mainer in 2016. With an academic background in psychology, she brings to flyte a passion for people and a fascination with what motivates them. This, combined with her artistic skillset, made the decision to pursue a career in marketing a no-brainer.
With a big sense of humor and sentimental nature, she becomes the “morale booster” of whatever group she’s in.
Outside flyte Rachel can usually be found doodling in her sketchbook, doing spot-on impressions (if she does say so herself), or binging the latest Netflix competition show.