Get started with 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.

Using your data 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 with Google.


An Audience is an effective targeting option that lets you intersect different segment attributes, such as detailed demographics and affinities, to create groups that represent sections of your target segments. Audience targeting is supported for Performance Max and Discovery campaigns.

Audiences are made up of audience segments and other audience dimensions, including age, gender, household income, and parental status.

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

Audience segments

Audience segments, also known as user lists, are groups of people with specific interests, intents, and demographic information, as estimated by Google. Audience segment targeting is supported for Display, Search, Video, Hotel, and Standard Shopping campaigns.

You can target audience segments directly by creating and targeting a UserList. Check out the Get started with audience segments guide to get started on creating and targeting audience segments.

Targeting settings

You can use the targeting setting on your ad group or campaign to specify whether to narrow your ad group or campaign to only show to specific audience segments or on specific content you've selected.

Configuring the targeting setting for "Observation" mode lets you monitor and set custom bids for an audience segment without restricting your reach. Visit the Targeting Settings guide for more information.

Dynamic remarketing

Dynamic remarketing lets you further customize your audience targeting by showing previous visitors ads that contain products and services they viewed on your site. With messages tailored to your audience, dynamic remarketing helps you to build leads and sales by bringing previous visitors back to your site or app to complete what they started. Dynamic remarketing is available for Display Network, Performance Max, and App campaigns.

Check out the Dynamic Remarketing guide to get started with dynamic remarketing campaigns in the Google Ads API.