Google Ads - Audience Signal Walkthrough

Updated 2 min read

Here is a breakdown of the audience signal settings on Step 4 of creating your Google ad templates.

  • Keywords

    • Words that describe your offer and help Google find your target audience. Example: if you are running an offer for a new gym membership with meal planning, your keywords could include: get fit, meal planning, fitness challenge, 14 day challenge, workout program, fitness community.

  • Negative Keywords

    • Search words you want to exclude from your campaign. Example: if you are advertising for first time home buyers, you might add negative keywords like: two-story homes, multifamily units.

  • User Interests: In Market

    • A category of people who are currently in the market and actively searching for products or info on a subject. These are short-term hot prospects who are great for lead generation. Google offers many specific interest sub-categories for this audience type.

  • User Interests: Affinity

    • People with a long-term, ongoing interest in a topic. They regularly engage with content in your space. Use this audience type for people who are already deep into your niche. Google has broader interest categories for affinity audiences compared to in-market.

  • Life Events

    • Target people experiencing major life changes such as getting engaged, having a child, etc. Use this sparingly as it can shrink your audience significantly. Usually keywords and user interests provide enough targeting.

  • Detailed Demographics

    • Age, gender, education, and other demographic targeting. Typically you will have enough targeting with keywords and user interests that you will not need this. We recommend leaving this blank because it can shrink your audience too small.