Google Combines Custom Affinity and Custom Intent Into Custom Audiences

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Google Combines Custom Affinity and Custom Intent Into Custom Audiences

Recently, Google has combined Custom Affinity and Custom Intent and it is now simply known by the term Custom Audiences. You can set up this in the Audiences section at the Campaign or Ad Group level. You can even set up these audience types in the Audience Manager section of your Google Ads account. This option can be accessed by navigating to Tools -> Shared Library. Previously created audiences: When you create a new audience, you can see the Ideas, Search, and Browse options on the Audience screen. Choosing the Browse option will give the next set of options. Here you will see the Previously-created audiences. Suppose the existing audience has the Custom affinity or Custom Intent keyword as a part of it, those audiences will be treated in the following ways. Custom Affinity on all campaigns - They become ‘People with any of these interests or purchase intentions.’ Custom Intent on YouTube, Gmail, and Discovery campaigns - The audiences become ‘People who searched for any of these terms on Google properties like Google.com or YouTube.’ Custom Intent on the Display campaigns - They will become ‘People with any of these interests or purchase intentions.’ New custom audiences: You can even create a new custom audience. This option is located at the bottom of the screen. Users can now input keywords of their interest. This makes others to find it easily with those related interests. It is somewhat similar to the previous version. These keywords are like clues for Google about whom you wish your ads to target. There is an option available for adding specific search terms. These are very helpful for users who have searched on YouTube. Keyword-driven focus: Some other targeting methods are also available and that includes the following.

  • People who browse certain types of websites
  • People who use certain types of apps
  • People who visited certain places
If you add these options, all the estimated audience size can be seen in the right panel. Selection of an audience by Google: Audience selection is based on the goals of your campaign and the bidding strategy. These will drive the option for performance, reach, or consideration.