Audience management

You can create and target audiences and audience segments to reach users based on who they are, their interests and habits, what they are actively researching, or how they've interacted with your business.

Remarketing lets you advertise to users who have previously visited your website, used your mobile app, or who are in your databases such as Customer Match, by showing them relevant ads when they visit other sites or search on Google.


  • Sensitive information about users can't be used to build remarketing lists. Before setting up a remarketing campaign and placing the remarketing tag on your website or app, review our policy for advertising based on interests and location.

  • You can target or exclude user lists at both the ad group and campaign levels. However, positive (biddable) user lists cannot be set at both levels at the same time. Positive user list criteria must be removed from all ad groups within a campaign before one can be set for the campaign.

  • Positive targeting by user list is only supported for Search campaigns. For Display campaigns, the only option at the campaign level for user_list on CampaignCriterion is to exclude those criteria.

  • In Search and Shopping campaigns, user list targets don't support setting the following fields:

  • User lists are not supported in test accounts and are automatically closed upon creation.

  • List ownership or list type determines if a user list is read-only. For example, a user list is read-only if it is owned and shared by another Google Ads client account in the same manager account hierarchy, or if its UserListType is SIMILAR.


An Audience is a reusable collection of focused segments, demographic targeting, and exclusions. Audience targeting is supported for Performance Max campaigns.

Check out the Audiences guide to get started on creating and targeting audiences.

Audience segment types in a UserList

You can remarket and target with a UserList. The list can be constructed from different audience types:

Visitors to your website
This is done through advertiser-defined rules. A rule can be as simple as including all visitors to your website.
Visitors to specific pages
This is done by targeting users that have visited a URL that contains or equals a given value.
Visitors who took specific actions
This can include actions such as a purchase on your website or app.
Multiple user lists
This is done by combining two or more user lists.
Similar audiences
Users who share similar interests and behaviors with those in other user lists.
Customer Match with email address, address, or user ID
A user list of uploaded customer emails.
Additional user list options
This is done by combining user lists to create even more sophisticated targeting.

Custom audiences

You can create custom audiences to reach your ideal audience by entering relevant keywords, URLs, or apps.