Definition

Google Ads audiences are one of several ways to target potential customers with ads and reach them with the message the advertiser wants to share. An audience can be defined as a group of people or internet users. This users share the same or similar interests or purchase intentions.

Description

In Google Ads, we use so-called Audience Segments to segment people and create audiences. We can add these segments to individual ad groups in campaigns to reach users based on who they are, their interests and habits, what they actively search for, or how they interact with your business.

When interacting with a business, we talk about what we call Remarketing Audiences, and that’s the audiences they fall into, whether they’re visitors to the site over a certain tracking period or people who have already made a purchase or other type of conversion on the site. 

Audience segments can boost campaign performance by using them to reach people browsing websites, using apps, or watching videos.

Example

These can be the audience above segments based on interests and purchase intentions, but we can also define segments at the level of:

  • Life Events, 
  • Detailed demographics,
  • based on specific search terms or
  • different types of remarketing audiences.