Tech SEO Google Combines Custom Affinity and Intent Into Custom Audiences

Google Combines Custom Affinity and Intent Into Custom Audiences

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Google streamlined its viewers choices for Display, Discovery, Gmail and YouTube campaigns in an replace introduced this week. Previously, advertisers might set up audiences to be “custom intent” and “custom affinity.”

These are actually merely known as “custom audiences.” They are set up within the Audiences part on the Campaign or Ad Group degree.

These viewers varieties can also be set up within the Audience Manager part of a Google Ads account. This is positioned within the higher right part under Tools > Shared Library.

Google Combines Custom Affinity and Custom Intent Into Custom Audiences

Audiences constructed there are then obtainable by way of the interface noted below.

Using Previously-Created Audiences

Within any of the marketing campaign varieties noted above, creating a new viewers offers you a display screen with many choices. Opening up the Audience pane expands it into three sections: Ideas, Search, and Browse.

Google Combines Custom Affinity and Custom Intent Into Custom Audiences

Choosing Browse then modifications the display screen to a list of choices. Previously-created ones will show. Hovering over every viewers will show you what it’s comprised of:

Google Combines Custom Affinity and Custom Intent Into Custom Audiences



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If a previously-existing customized affinity or customized intent viewers has key phrases as half of it, they are going to be handled within the following methods:

  • Custom affinity on all campaigns: The viewers turns into “People with any of these interests or purchase intentions”
  • Custom intent on Display campaigns: They grow to be “People with any of these interests or purchase intentions.”
  • Custom intent on YouTube, Gmail and Discovery campaigns: They will now be inside “People who searched for any of these terms on Google properties (such as and YouTube)”

Creating New Custom Audiences

There is also an choice to create a new Custom Audience by clicking the blue immediate on the backside.

Google Combines Custom Affinity and Custom Intent Into Custom Audiences



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Users now enter key phrases of interest, which is able to find customers with these pursuits, or those that’ve proven buy intentions associated to these phrases. Much like before, these are “clues” for Google about who you want your adverts to target.

There is also the choice to add particular search phrases. These will align to customers who have searched on Google or YouTube for these phrases, or associated ones.

Targeting Beyond Keyword-Driven Focus

Subsequent choices are also obtainable for different focusing on strategies on the display screen by hitting the enlargement hyperlinks on the backside. These embody:

  • people who browse sure varieties of web sites
  • people who use sure varieties of apps
  • people who visited sure locations


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As choices are added to any of these sections, the estimated viewers measurement will populate on the right. Each merchandise that seems might be expanded for additional insights, but it won’t do that for the choices on app utilization or placements at this point; it is going to solely show it for the search phrases and URL focusing on choices.

Google Combines Custom Affinity and Custom Intent Into Custom Audiences

How Google Will Choose an Audience

The right viewers is chosen based mostly off the goals of your marketing campaign, alongside together with your bidding technique. These drive the choice for attain, efficiency, or consideration as the precedence Google optimizes viewers selections for.


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Advertisers assist Google pinpoint a more particular viewers utilizing the choices noted above. It treats the inputs as a list of standards to choose from, not as a group the place a consumer should meet all the standards.

In my instance above, the consumer may very well be concerned with cellphone instances OR Apple – but not essentially both.

Google’s announcement is right here, with a more intensive assist article right here.


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