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What Do You Need To Know About Google Ads Audiences In 2023? 

Google Ads are one of the most effective ways to promote a brand. Your brand will be displayed to millions of people that use the search engine worldwide. To get the best from your Google Ads, it’s essential to learn about ad audiences. This piece will break down the meaning of Google ads audience, its types, and how to determine your targeting audience.  

What are Google Ads Audiences? 

Google Ads audiences are groups of users who share common characteristics and interests, allowing advertisers to target their ads to specific segments of the audience. These audiences are created based on various factors, including demographics, interests, online behavior, and intent.  

Google Ads offers multiple ways to create audiences. Some common methods include: 

  • Demographic targeting: Audiences can be created based on age, gender, household income, parental status, etc. 
  • Interest targeting: Audiences can be based on users’ interests and behaviors from their search history, website visits, and interactions with Google services. 
  • Remarketing: Audiences can be created by targeting users who have previously interacted with a website, app, or specific actions like adding items to a shopping cart. 
  • Similar audiences: Audiences can be expanded by targeting users who share similar characteristics or behaviors with an existing audience. 

What are the Audiences in Google Ads? 

When Google Ads are run, they collect and categorize data based on the information they collect. These data may include; demographic features, personal interests, etc. People that search on Google generate information for other Google tools. Brands that rely on Google ads enjoy a rich data pool called Google Ads Audiences. There are two types of Google Ads Audiences; users who have interacted with your brand previously and those who might be interested in your brand. 

Types of Google Ads Audiences 

Here are some commonly used Google Ads audience types: 

Affinity Audiences 

These are broad audiences created based on users’ long-term interests and habits. Google analyzes users’ browsing behavior, search history, and other data to determine their interests and then groups them into relevant affinity audiences. 

In-Market Audiences 

In-market audiences consist of users actively searching and considering purchasing products or services within a specific category. Google identifies these audiences based on recent search queries, website visits, and other behavioral signals. 

Remarketing Audiences 

Remarketing audiences consist of users who have previously interacted with an advertiser’s website or app. These audiences are created by placing a tracking pixel on the advertiser’s website or using data from a mobile app to target ads specifically to people who have shown previous interest. 

Custom Intent Audiences 

Custom intent audiences allow advertisers to create their audiences based on specific keywords and URLs. Advertisers can input relevant keywords or URLs related to their products or services, and Google will identify users who have recently shown interest in those keywords or visited those URLs. 

Similar Audiences 

Similar audiences are created by analyzing the characteristics and behavior of existing remarketing audiences or customer lists. Google finds users who share similar interests and demographics with the original audience, expanding the reach of the advertiser’s targeting

Demographic and Location Targeting 

Google Ads also allows advertisers to target specific demographic groups, such as age, gender, income, and parental status. Additionally, location targeting enables advertisers to focus their ads on users in specific geographic regions. 

How does Google Determine Audiences? 

Google determines its audiences through user data, behavior analysis, and machine learning algorithms. Here are some key factors that Google uses to determine its audiences: 

  • Browsing Behavior 
  • Search History 
  • App Usage 
  • Location Data 
  • Device Information 
  • Account Data 
  • Machine Learning Algorithms 

How Can We Help on Google Ads 

At Premia TNC, we’re here to support you in achieving your advertising goals and maximizing the effectiveness of your Google Ads campaigns. We are a top-rated business consultancy firm poised to help you unlock your potential. How can we assist you today?  

Are you looking to create an impactful advertising campaign? Our team of experts can provide guidance and strategic insights to help you develop a comprehensive campaign strategy. We’ll work with you to define your target audience, set campaign objectives, choose the proper ad formats, and optimize your budget for maximum results

Our dedicated account managers are here to provide personalized support and guidance throughout your Google Ads journey. Whether you have questions, need assistance with technical issues, or want advice on optimizing your campaigns, our team is just a call or email away. We are committed to your success and are ready to help you achieve your advertising objectives. 

Contact our team today to discuss your needs and learn more about how we can help you succeed with Google Ads. We’re excited to collaborate and drive exceptional results for your business! 


What are Google Ads audiences, and why are they important?

Google Ads audiences are users with specific characteristics or interests that advertisers can target with their ads. They are essential because they allow advertisers to reach the right people with their ads, increasing the chances of engagement, conversions, and overall advertising effectiveness.

Can I exclude audiences from my Google Ads campaigns?

Yes, you can exclude certain audiences from your campaigns to ensure your ads are not shown to specific groups of users. Exclusion lists can be created based on remarketing lists, demographic criteria, or specific interests to refine your targeting and optimize ad spend.

How can I measure the performance of Google Ads audiences?

Google Ads provides various metrics and reports to measure the performance of your audiences. Key performance indicators (KPIs) to consider include impressions, clicks, click-through rates (CTR), conversion rates, and cost per acquisition (CPA).

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