Google Ads Custom Intent Audiences

Google Ads Custom Intent Audiences are a way of getting your ads to the right place at the right time. You need the correct people to see your ads if they are going to have the desired impact. In this article, we’re going to be looking at some of the information that you need to know about this topic, so keep reading if you want to find out more. There is also a video which gives you a more in-depth explanation about this that can be found here

What Are Custom Audiences?

Custom audiences exist in order to help you reach your target audience. You need to get your ads in front of people who are more likely to purchase whatever you are selling, which means you need to get to your ideal audience. You can do this by using relevant keywords, apps and even URLs. 

To set up a custom audience, you will need to go into your Display, Discovery, Gmail and Video campaigns. You should then add URLs, apps and relevant keywords that are related to your product or service somehow. Once you have done this, Google Ads will then use this custom audience and show these people your ads. This will be done on pages, apps and videos that would indicate they are interested in the product or service. 

The custom audience will interpret all of the signals from your campaign goals and bidding strategy to move towards Reach, Consideration or Performance. This will help to bring efficiency to your account management, making everything that much easier for you to manage. The good news for those who have created custom audiences before is that there is no need to do this again. If you’ve done this through custom intent and custom affinity in the past, then there’s no need to change a thing, Google Ads will sort everything else out. 

How Does A Custom Audience Work?

With custom audiences, it is possible to automatically select the best possible audience that will match your campaign perfectly. The audience chosen will be based on numerous key factors, including campaign goals and your bidding strategy. The audience selected will be focused on consideration, performance or reach. 

So, for instance, a business could be interested in exploring a particular audience for their product. They can do this by entering keywords, apps, or URS. By including interests or URLs connected to that audience, they will be able to find the perfect target group. 


There are numerous inputs for audiences which can be used to reach people with certain interests or browsing habits. 

Businesses can use keywords to reach people with ads based on interests or behaviours. When you enter the interests or behaviours, Google will provide you with different ways that the information can be interpreted. It will allow you to target any individuals with these interests or those who searched for these interests on key Google properties like Youtube. 

Alternatively, inputs can also be based on people who browse websites similar to a specific URL. Here, you will be able to input a key URL that a target customer might visit. Ads will then appear to audiences that would visit similar sites. Similarly, you can also input certain apps that your audience might be interested in, and your ad will appear to audiences that use similar apps. It’s worth noting that your ad won’t appear in the app or on the website itself. 

How Does Audience Targeting Work?

It’s important that you learn to target your ads if you want to see success with your advertising campaigns. It doesn’t matter how good your ad is if it isn’t getting in front of the right people at the right time. One of the ways that you can do this is through audience targeting. There are a number of different considerations here. One of them is demographics, and this one bases it on how well your product or service does with users in certain age groups, ages, locations, etc. Another one is through remarketing. This is where users who have already interacted with your ads in some way are targeted so that they will do so more often. It doesn’t matter at what stage of conversion they got to. If they have been on your site before, even for a second, they will be targeted here. 

As well as this, you can target through similar audiences. This targets users who have similar interests or ones that are related to the users you have on your remarketing list right now. While these users aren’t going to be looking for your products, their related interest may lead to them interacting with your ad anyway. 

If you want to learn more about Google Ads Custom Intent Audiences, then check out these links for more information.

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