Custom Affinity Audience

Custom Affinity Audience gives you the flexibility to reach exactly the audience you want to target. It lets you define who you want to reach across the Google Display Network.

Custom Affinity Audience lets advertisers factor in the target audience’s most recent passions and ongoing interests or websites they have visited.

A Custom Affinity Audience is an audience you build yourself. You tell Google to tailor your audience for your business based on your audience’s most recent search & surf behaviour.

The great thing about CAA is that the audience size is large and you can really scale your campaign in a big way.

The other good thing about CAA is that very few advertisers in Google AdWords use this or know how to use it!

When To Use Custom Affinity Audience

  • It is more controlled & targeted on GDN
  • For branding
  • To increase incremental conversions


Video Transcript

Hello, in this video I’m going to show you how to set up your Custom Affinity Audience for Google Display Network campaigns.

Hello, I’m Uzair and thanks for joining in. In this video, I’m going to show you how to set up your Custom Affinity Audience for your Google Display Network campaigns. It’s a great way to target a set of audience who like your product or services, but they haven’t been to your website. So, they may have gone to other similar websites, perhaps your competitor websites within your niche or market. So we can really target those audiences on the Internet using the GDN network.

So let’s get started and show you how to set up an audience like this one. So all you need to do is to go to your campaign tab first. Add New. And now we’re going to set up a Display Network. I’m going to select website traffic and just the standard Display campaign is fine, put in your website address.

Once it loads up, you put in your name. So I’m just gonna call it a GDN. Usually, I name it after a service or the product, so I’m going to call it AdWords Ninja, which is my online training course. Location, I’m going to target the UK or you can choose your own language. English is fine for me.

Bidding, always start with manual CPC and uncheck the Enhanced CPC. Because I want to keep control of my bidding and not give control to Google right now. Budget, you can put in whatever you like. Delivery. I always keep as standard to start with.

Under additional settings. You’ve got your add schedule, start dates, devices. So I’m going to keep it on all devices. I attend to keep frequency capping to about three per day, per campaign. Because over here you can also set up an ad group. Now if you’ve got multiple ad groups, then potentially somebody can see your ads loads over time.

So I’m going to cap it to three, location target I’m going to select these two in my targeted area. I’m not worried too much about the campaign URL, dynamic ads. For the content exclusion are will uncheck some of the sites where I don’t want my ads to show through. So, on the games, live streaming, embedded videos, G-mob, parked and you can choose whichever one you want. I’m going to call it the ad group name and I’m going to call it Custom Affinity Audience and this is how you set up your Customer Affinity Audience.

You go into Affinity and then if you scroll down a bit, you will see there’s a tab which is called Custom Affinity Audience and over here is how we set up the Audience. So, what you need to do is to enter at least five items of interest, URLs, places or apps. So, what I want to do is I want to target, let’s say those visitors who may potentially go to my competitors’ website. So, let’s say if I’m in the web hosting business, so I want to target visitors to other websites like GoDaddy, Hostgator, and so on.

So, all I would do is I’m going to call my audience name as ‘Web Hosting Visitors’ and you can put in a description if you want. From here, you can select the URL, so I’m going to put it in, Hostgator is another one. So, I know on these websites there’s a huge amount of traffic and I want to leverage that traffic.

In the UK, there is one more which is So, four or five is fine. You don’t need loads and loads and then I’m going to put in an interest as well. Web Hosting, Web Servers, Domain Names as well is a good interest because it’s relevant to my niche.

So that’s how I would enter the interest and the URLs. So, now I’ve entered them in, I can also get an estimate and see how big the audience size is. So, it’s huge. And Google has also recognised what I put in here by giving me the top upside topics which are Website Hosting and Domain Registration and web services, which is my target audience.

And you also get to see the demographics number. I’m not too worried about the gender and the parental status, but what I do tend to do is to take out the younger audience from my demographics because they may not be the right target audience. So I’m happy with all this and I’m going to create it. And once it’s done, you’ll see web hosting is there or you can name it whatever you want.

You can then change the demographics or the content targeting. I’m going to keep that automatic targeting as conservative. Then all you do is set up your ad group. Create your ad. You can either set up as a Responsive ad, upload your new one or copy existing ads. So, I’m just going to upload a new one and all you do is you need to create some banners, image ads.

I’m just going to drag and drop it here. It’s going to upload it. There you go, add to the ad group, and you create your campaign. And that’s how easy it is to target very relevant and highly targeted audience for your business. So if you have a local business and you’re just serving in the local community or the local areas what I would do if I was you is to enter the URL or the web addresses of all your competitors’ website.

So what we are telling Google is I want to show my ad to those kinds of people who go to my competitor’s website. That is leveraging their audience. Now I’m not saying that they will be exactly the same ones, but Google will then build up a theme of audiences which are very relevant to your business as well.

And you will start to see that you are getting targeted traffic to your website. So, that is for this video. I hope you enjoyed it. If you would like me to create similar videos like this one, then drop in the comments box below any questions or problems you may have and I will do my best to create a video for you. I thank you for your time. I really do appreciate it and I look forward to seeing you in the next one. Bye for now.

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