2. Reach prospective customers with Google's Search Audience solutions
Affinity Audiences
Affinity Audiences aggregates users who've demonstrated a qualified interest in a given topic, allowing you to access the people your product or service will most likely matter to.
Tip
Affinity Audiences, Detailed Demographics, and In-Market Audiences are auto-included and automatically used as a signal for conversion-based search bidding strategies. Even so, it's recommended that you apply these audiences to view list- and segment-specific performance and implement creative customization.
In-Market Audiences
Google's Audience solutions can tell the difference between interest and intent. Being able to identify groups that are in-market for your products and services is extremely valuable because it allows you to reach people when they're in the mindset to buy. This can result in a higher ROI than reaching customers that are only generally interested.
Detailed Demographics use case
Imagine that someone has searched for the best toys for their toddler on Google.com, recently viewed the best recipes for kids on YouTube, looked for the Children's Amusement Center on Google Maps, and installed potty training apps on their mobile device. Our system would recognize that this person is likely caring for a toddler, and would place them in a Parents of Toddler audience. An online business selling toys suitable for babies aged 1-3 can layer the Parents of Toddler audience onto their Search campaign, so when they're targeting the broad keyword "toys," they know their ads will only be shown to a relevant segment of parents.
In-Market Audiences use case
Imagine that someone watched a video review of a car, installed the AutoTrader app on their mobile device, searched for auto financing help on Google.com and looked for local car dealerships on Google Maps. Our system would recognize that this person is likely in the market for a car, and would add him to an audience list of similar people. A bank specializing in automobile financing and looking to increase loans for potential car buyers might target the generic keyword "loans" and layer that campaign with an audience that's in-market for a car. This way, only people that are potentially interested in auto financing will see their ad.
Affinity Audiences use case
Say a person regularly views videos about camping, has recently searched for the best fishing lures on Google.com, and has researched hiking trails on Google Maps. Our system would recognize that this person is likely passionate about the outdoors and would place them in an Outdoor Enthusiast affinity audience. If you were an online adventure sporting goods shop, you might like to bid on broad terms like "adventure sports," but would want to to avoid potentially irrelevant traffic. By layering the Outdoor Enthusiast affinity audience to your broad keyword targeting campaign, you'll make sure your ads are only seen by people who are truly passionate about the outdoors, increasing the relevancy of your ad and the likelihood of conversion.
How do these solutions work?
Signals Google's intelligent algorithms leverage behavior on Google.com, YouTube, Google Maps, Google Shopping, and more to identify repeated patterns of behavior. Survey Google validates this behavior using surveys and conversion data. Scale As users move between mobile and desktop, Google maintains a holistic picture of their behaviors, helping brands to reach users across device
Detailed Demographics
Using Detailed Demographics, you can reach customers based on their activities on Google.com. These activities may indicate certain things about their lives, including parental status, parenting stage, homeownership status, marital status, and education status. Parental status - Whether or not they're a parent Parenting stage - Ages of their children Homeownership - Whether they own or rent their home Marital status - Whether they're married, in a relationship, or single Education status - Level of education they've achieved or if they're currently attending college
