Google AdWords: Reaching Your Ideal Audience With Ad Targeting

When it comes to setting up a Google AdWords campaign, most businesses are focused on ensuring that they are competing for the right keywords with the proper ad groups.
What most individuals don’t think about when setting up Google Ads is how they can use the account to target specific audiences. This is because a lot of businesses aren’t aware that Google Ad targeting exists within Google Ad campaigns.
While this is no fault of your own, it is definitely something that should not be overlooked because it can help you reach your ideal audience and boost conversions.

Let’s do a deep dive into Google Audiences and ad targeting.

What is Google AdWords and What Does it Do?

If you are familiar with the Google AdWords keyword tool, then you understand that placing keywords on your advertisements is what helps you rank higher for that keyword – permitting that you get clicks on it. But, these keywords also serve another purpose. When you place keywords on your advertisements, you are directly targeting an audience that specifically searches for these keywords on Google.

Why does this matter?

Google collects information about the people who are being served your keywords. Google also collects information about your business based on the actions your business takes online. This allows you to use Google AdWords keyword planner for two things, demographic targeting and in-market targeting. These audiences are known as affinity audiences and in-market audiences.

What’s The Difference Between Target Demographics & In-Market Audiences?

The audience known as Google affinity audiences is those who are searching directly for a keyword that is related to their job or things they are interested in. The second audience, in-market audiences, is Google’s way of defining people who are actively searching for a certain product solution related to that keyword.

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