Google Ads Audiences Targeting: Specific Explanation 2024

Currently, Google Ads Audiences Targeting provides you with a variety of targeting options. If you are active or want to advertise your products/services on Google, you must understand it clearly. more than anyone. Regarding Audiences Targeting, it is extremely different from other paid advertising platforms today. Join me to learn more specifically about Audiences in Google Ads so you can clearly understand the concept, genres, and how to use it effectively.

Google Ads Audiences Targeting

Google Ads Audiences Targeting

What Are Audiences In Google Ads?

Imagine you’re showing off your delicious homemade cookies to everyone on the street. That might not be the best way to find people who actually want cookies!

In Google Ads, “audiences” are like your perfect cookie-loving crowd. It’s a group of potential customers who might be interested in what you’re selling. You can pick who’s in this group based on different things, like:

  • What they’re interested in: Do they love sports, fashion, or maybe even baking cookies like you?
  • What they’ve done online: Have they visited your website before, or searched for things related to your product?
  • Just basic details: How old are they? Where do they live?

By choosing the right audience, your ads can reach people who are more likely to care about what you have to offer. This means you’re not wasting money showing your ads to people who wouldn’t be interested anyway.

What are Audiences in Google Ads

What are Audiences in Google Ads?

So, instead of shouting your message to everyone, Google Ads Audiences let you target the right people with the right message, making your advertising more effective.

All Types Of Audiences Google Ads

Google Ads offers you many types of Google Ads Audiences. You need to read clearly about each type and really understand it so you can know which type you should use in any case to run Google Ads effectively and with good performance.

Site Visitors 

This is the type of audience that has visited your website before. When you target this audience, you can use it for many purposes. This type of audience is especially suitable for remarketing, attracting them to return to your website and take the action you desire.

Site vistors

Site vistors

  • Who: People who have browsed your website.
  • Why: Reach users who already interacted with your brand, showing relevant ads based on their browsing behavior.
  • Example: Retarget visitors who viewed a product page but didn’t purchase with a special offer.
  • Benefit: Increase conversions by reminding interested users about your products.

In-market Google Ads Audiences

You can reach people who are interested in purchasing products or services related to your business. Google Ads will analyze their search and shopping behavior to display appropriate ads. Google Ads will focus on audiences with the highest purchase rate to suggest ads to them. This is an audience with a very high conversion potential, suitable for advertisers who want to increase conversion rates.

In market audiences Google Ads

In-market audiences Google Ads

  • Who: Users actively researching or considering purchases related to your product/service.
  • Why: Reach users with a high likelihood of buying by understanding their browsing behavior.
  • Example: Advertise running shoes to users searching for athletic footwear.
  • Benefit: Optimize campaign efficiency by targeting users close to making a purchase decision.

>>>See details: Google Ads In-Market Audiences: Unlock Your Sales Potential

Affinity Google Ads Audiences

When you choose Affinity Audience, you can target groups of people with similar interests and hobbies to your products or services. This type is very special because it can use existing information that you provide, or it can also be information that you create yourself in the “Audiences” section on Google Ads. Overall very flexible.

Affinity Google Ads Audiences

Affinity Google Ads Audiences

  • Who: Users are categorized based on interests and lifestyle choices.
  • Why: Connect with users who share common interests likely aligned with your product.
  • Example: Promote cooking utensils to users interested in food and recipes.
  • Benefit: Enhance brand awareness and attract potential customers with a natural interest in your offerings.

>>> See details: What Are Affinity Audiences Google Ads? How To Target Them?


Show ads to people who have interacted with your business on Google (it could be a website, landing page, ad, video, etc.) but haven’t yet created a specific action (they haven’t yet). conversion order). Remarketing helps increase the likelihood that they will return to your website and complete the action.



Who: Users who interacted with your brand beyond your website (videos, app downloads).

Why: Re-engage past customers and remind them about your offerings.

Example: Offer discounts to users who abandoned their shopping cart or signed up for your newsletter.

Benefit: Boost sales by prompting users who already know your brand to return and complete actions.

>>> See details: What Is Google Ads Audience Lists? How To Use It Effective?

Custom combination audience

This is the type of audience where you can combine many different targeting criteria to create the most complete and accurate audience group. The use of Custom Combination often appears when advertisers want to test ads or want to run on audiences that have specific information in advance.

Custom combination audience

Custom combination audience

Who: User segments created by combining various targeting criteria.

Why: Build highly specific audience groups with tailored interests and demographics.

Example: Target men aged 25-35, interested in technology, living in New York City.

Benefit: Achieve laser-focused targeting for maximum campaign effectiveness.

>>> See details: How To Run Google Ads Combined Audiences Effective 2024?

Youtube Users

Show ads on Youtube to people whose interests and video viewing behavior are related to your product or service. When targeting Youtube Users, you can only run Video ads that appear on the Youtube platform. It can be Youtube Shorts, News Feed, instant ads, etc.

Youtube Users

Youtube Users

  • Who: People based on YouTube channels watched, specific videos viewed, or general YouTube interests.
  • Why: Target users actively consume content related to your products or services.
  • Example: Advertise sports equipment to viewers of workout video channels.
  • Benefit: Raise brand awareness and attract potential customers with high purchase intent.

Customer Match

When choosing Customer Match, you can upload your customer data (customer email list) to Google Ads to display ads to them on Google platforms (Search, Youtube, Gmail, etc.). Google Ads will suggest similar audiences that match that data.

Customer match

Customer match

  • Who: Users on your email list or with whom you have a customer relationship.
  • Why: Reconnect with existing customers and promote relevant products or services.
  • Example: Offer exclusive discounts to loyal customers who haven’t purchased recently.
  • Benefit: Boost customer loyalty and drive repeat business.

>>> Cannot miss: Understand Audience Signals Google Ads For PMax Campaign

Life Event Audience

Target people going through important life events. Basically, you can target audiences with characteristics related to special life events such as people who are far from family, far from home, or have a birthday coming up.

Life Event

Life Event

  • Who: Users experiencing life milestones (birthdays, graduations, weddings).
  • Why: Deliver products or services relevant to their current life stage needs.
  • Example: Advertise wedding photography services to soon-to-be-married couples.
  • Benefit: Generate additional sales by targeting users with specific needs related to life events.

Lookalike Audiences

When you choose Google Ads Lookalike Audience, Google Ads will search for people with similar characteristics and behaviors to your current customers and display ads to them. It helps you reach new potential customers who are highly likely to convert (because they have information, interests, and behaviors that are quite similar to customers who have already purchased from you).

Lookalike audiences

Lookalike audiences

  • Who: New users similar to your existing high-performing customer segments.
  • Why: Expand your reach to potential customers with characteristics that convert well.
  • Example: Find new users likely to be interested in your products based on your current customer base.
  • Benefit: Discover new customer segments with a high potential for purchase.

Custom Intent

It sounds interesting, but the gist of it is that it can help you target based on user search intent. For purchase intents, you can also use Custom Intent to target your ads to them.

Custom Intent

Custom Intent

  • Who: Users searching for specific keywords related to your offerings.
  • Why: Reach users actively researching products or services similar to yours.
  • Example: Display travel ads when users search for “beautiful tourist destinations.”
  • Benefit: Increase conversions by targeting users with high purchase intent.

>>> Read now: Custom Audience Google Ads: All Things That You Must Know

Detailed Demographics

Target by age, gender, income, education level, occupation. It’s very basic but also requires you to really understand important demographic information so you can build relevant ads in the future.

Detailed demographics

Detailed demographics

  • Who: Users are targeted based on demographics like age, gender, income, and education.
  • Why: Reach a broad audience segment with basic but relevant characteristics.
  • Example: Advertise children’s toys to women with young children.
  • Benefit: Establish a foundation for audience targeting by defining basic user characteristics.

App Users

App users are the people who use your mobile application. If you already own an app and want to target them, it’s super simple and you can just use this audience type in Google Ads.

App Users

App Users

  • Who: Users of your mobile app.
  • Why: Encourage existing app users to engage more and potentially make in-app purchases.
  • Example: Promote new features or offer exclusive deals to active app users.
  • Benefit: Enhance user retention and drive in-app revenue.

>>> You cannot miss: How To Use Observation Audiences Google Ads Properly 2024?

How To Use Audiences In Google Ads?

Using Google Ads Audiences requires you to take the time to learn carefully about each Google Ads Audience Segments. To use this feature, you can access your Google Ads account and access the Audiences section as shown in my image below:

Set up Google Ads Audiences Targeting

To set up Google Ads Audiences Targeting, you need to access your Google account, access the Audiences section as shown below:

Steps to Add Audience Segments

Steps to Add Audience Segments

Next, you need to deal with the “New Audience” window, which includes a lot of options. These options are mainly based on audience information that you have learned in advance. If you want to target more broadly, you can do that too. But you must care about Google Ads Audience Size before using it. If you want to exclude certain Google Ads Audiences, you can also add it to the “Exclusions” section.

New Audience window

“New Audience” window

Using Audience Manager

Using Audience Manager to process Audience Lists or upload Audience Lists that you want to use to run Google Ads is something you also need to understand. Here, I will guide you to access Audience Manager through the following image:

Creating or uploading Audience Lists

Creating or uploading Audience Lists

Next, you can start creating or uploading Audience Lists by clicking on the blue plus sign of each section. You can also can use some useful technique like Audience Expansion Google Ads or Exclude Audience Google Ads.

Using Google Agency Account

Why do professional advertisers today trust using agency account rental services? Let me break it down specifically for you to understand. First, using a regular account to advertise will cause many inadequacies. Personal advertising accounts often have account errors and ads are not approved.

Using Google Agency Account

Using Google Agency Account

Next, Google Agency Account Rent from GDT Agency both receives priority and has great exclusive features that will be an important key to help you rise up and beat your competitors. Some advantages of the account include:

  • Prioritize ad review, review ads very quickly.
  • Optimize your budget, have the ability to advertise with an unlimited budget.
  • Unlimited number of Ad Groups and Ad Campaigns.
  • No need to pay advertising tax.
  • Every new feature is proposed as soon as possible.

Some Notes For You When Using Google Ads Audiences

By understanding and utilizing these diverse Google Ads Audiences, you can create highly targeted campaigns that reach the right people at the right time, ultimately maximizing your advertising return on investment (ROI). However, in the process of running Google Ads and handling Audience issues, you will likely encounter the situation of Audience Overlap Google Ads. To understand and handle this issue, please refer to that article.

Besides that, while using Google Ads Audiences, if you do not monitor, optimize, and measure effectiveness, it will be difficult for you to develop and appear high-performance ads. The most important thing here is diligently monitoring advertising effectiveness to detect abnormalities and provide timely solutions. 

Wrap Up

To summarize the article about Google Ads Audiences, if you want your paid advertising on Google to be truly effective, you need to take the time to read this article carefully and learn more about some of the knowledge in Google Ads Blog. I share very specific knowledge related to Targeting, Audience, and advertising optimization. Hope you will have a satisfying experience using Google Ads. All of your questions will be answered if you contact GDT Agency advertising expert team through the information below:

GDT Agency Contact Information

Hotline: +84 352 368 898



Address: 3rd Floor, Building C, Golden Land Apartment, 275 Nguyen Trai Street, Thanh Xuan Trung, Thanh Xuan, Hanoi, Vietnam 10000.

Working Hours: Monday to Saturday (Morning: 8:00 AM – 12:00 PM, Afternoon: 1:30 PM – 5:30 PM)

Henry Duy
Henry Duy

Mr. Henry Duy is the CEO of GDT Agency (7 years of experience in the marketing, specifically in paid advertising). He has expertise in managing and optimizing numerous high-budget paid advertising campaigns for businesses.