What are they?
Audiences are groups of people with specific similar interests, intents, and demographics. You can select from a wide range of categories such as fans of sports and travel, people shopping for cars, or even people that have visited your site.
You can add audience targeting to ad groups and campaign and reach people based on who they are, their interests, and habits, what they're actively researching or how they've interacted with your businesses. Audience targeting can boost your campaign's performance by reaching people browsing websites, using apps, or watching videos.
Affinity = Reach users based on what they're passionate about and their habits and interests.
In-Market = Reach users based on their recent purchase intent.
Similar Audiences = Reach new users with similar interests to your website visitors and existing customers.
How To Set Up A New Audience
Go into the 'Audience' section within your Google Ads Account
Select the 'blue plus' button
Select the appropriate audiences for your business
Audiences can be applied in two ways "Targeted" or "Observation"
Targeted - Will only show your ads to people who fall into a defined audience.
Observation - Gives you extra insights into the way different people interact with your ads, but will not affect the targeting. The audiences are recommended on all search campaigns.