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Google combines custom affinity and intent with custom audiences



With an update announced this week, Google has streamlined audience options for display, discovery, Gmail, and YouTube campaigns. Previously, advertisers could set their audiences to “Custom Intent” and “Custom Affinity.”

Today, these are simply referred to as “custom audiences.” These are at the campaign or ad group level[オーディエンス]Set in the section.

You can also set these audience types in the Audience Manager section of your Google Ads account. This is the top right[ツール]>[共有ライブラリ]It is in.

Audiences created there are available through the interfaces shown below.

Use a previously created audience

When you create a new audience with any of the above campaign types, you’ll see a screen with many options. When you open Audience Spain, it expands into three sections: Ideas, Search, and References.

[参照]Select to change the screen to a list of options. The one you created earlier is displayed. Hover over each audience to see their components.


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If your existing custom affinity or custom intent audience contains keywords, they are treated as follows:

Custom Affinity for All Campaigns: Audiences will be “people with these interests or purchase intents”. Display campaign custom intents: “People with these interests or purchase intents”. Custom intents for YouTube, Gmail, and Discovery campaigns: You’re now included in “Users who searched for any of these terms in Google properties (such as or YouTube).” Create a new custom audience

You also have the option to create a new custom audience by clicking the blue prompt at the bottom.


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When users enter keywords that interest them, they find those who are interested or who have indicated a purchase intent related to those terms. As always, these are the “clues” for Google to target your ads.

You also have the option to add specific search terms. These are tailored to the users who searched for those terms or related terms on Google or YouTube.

Keyword-driven, beyond-focus targeting

Subsequent options are also available for other on-screen targeting methods by clicking the extension link at the bottom. These include:

People who browse certain types of websites People who use certain types of apps People who visit specific places


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When an option is added to any of these sections, the estimated audience size will be displayed on the right. Each item displayed can be expanded for further insight, but at this time it is not expanded for app usage or placement options. Only visible for search terms and URL targeting options.

How Google Chooses Audiences

The right audience is selected based on your campaign goals, along with your bidding strategy. High-priority Google optimizes your audience selection, giving you more choice in reach, performance, or considerations.


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Advertisers can use the options above to help Google identify a more specific audience. The input is treated as a list of criteria that the user chooses, not as a group that must meet all the criteria.

In my example above, the user may be interested in the phone case or Apple, but not necessarily both.

Google’s announcement is here, and a broader help article is here.

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