• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
    • Follow
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Display Advertising

Google custom audiences, the combo of custom affinity and custom intent audiences, now live

How custom audiences work for Display, Discovery, Gmail and YouTube campaigns.

Ginny Marvin on September 15, 2020 at 4:48 am
  • More

Last year at Google Marketing Live, Google said it would be unifying custom affinity and custom intent audiences under a custom audience option. Custom audiences are available now in Google Ads for Display, Discovery, Gmail and YouTube campaigns.

How custom audiences work. You no longer create custom affinity or intent audiences. Now, when you set up a new custom audience from the Custom Audiences tab on the top menu of Audience Manager, you’ll have the option of building it based on either:

  1. People with any of these interests or purchase intentions.
  2. People who searched for any of these terms on Google properties (such as Google.com and YouTube).

You can then click the links below to expand the targeting with URLs, apps from a list, and/or also types of places they visit such as Video Game Stores or Financial Services, also from a dropdown list.

For example, I could create an audience based on people who use an app like TikTok OR visit places like Colleges & Universities OR Vegetarian Restaurants to expand my audience:

As you build out a new custom audience reach estimates will appear in the right column. Though reach estimates aren’t available for mobile apps and places now.

Custom audiences then target for Reach, Consideration or Performance, depending on your campaign goal and bidding strategy.

Your targeting must comply with Google’s advertising on personalization and beware that sensitive keywords will serve only contextually or not at all.

Existing custom audiences. Any existing custom intent or custom affinity audiences you have will automatically be migrated into custom audiences.

Custom affinity audiences with keywords will convert to “People with any of these interests or purchase intentions,” as will Display custom intent audiences. Custom intent audiences on YouTube, Gmail and Discovery campaigns will convert to “People who searched for any of these terms on Google properties.”

Note that you can identify your old custom affinity or Display custom intent audiences that have been converted because they’re labeled as “Custom audience Search terms” in the Type column.

Important to note. Custom audiences can give you more flexibility and specificity with your targeting and are designed to automatically choose the right audience based on the inputs you provide and your campaign goal and bid strategy. It’s important to note, though, that the expansions for URLs, apps and places are in fact expansions rather than refinements — these are OR commands rather than AND commands.

This story first appeared on Search Engine Land.

https://searchengineland.com/google-custom-audiences-combo-of-custom-affinity-custom-intent-audiences-now-live-340620


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Ginny Marvin
Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

Channel: Display AdvertisingDisplay AdvertisingGoogleGoogle Ads

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

February 23, 2021: SMX Report

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

October 2021: SMX Advanced Europe

December17, 2021: SMX Code

Available On-Demand: SMX

×


Learn More About Our SMX Events

White Papers

  • Digital Marketing Report Q4 2020: Benchmarks and Insights for 2021
  • Data SEO – The Next Big Adventure
  • Getting Started with Email Marketing Automation
  • The State of Local Marketing Report 2020-2021
  • Quality CRM Data: The Key to Delivering Great Customer Experiences
See More Whitepapers

Webinars

  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
  • Meet BIMI: The brand-boosting email security marketers must have for 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

h
Receive daily marketing news & analysis.
Marketing Land
Download the Marketing Land app on iTunes Download the Marketing Land App on Google Play

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference
  • Search Marketing Expo

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • Youtube
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok