Our solutions for every business

Take the guesswork out of connecting with your audience to achieve your business objectives with Google’s Audience Solutions.

Build awareness

  • Affinities / Custom affinity

    You can reach unique audiences tailored specifically to your brand instead of going broad and generic to reach TV-like affinity audiences. "Avid Marathon Runners," for example are a more specific set of customers than "Sports Program Viewers," and therefore more valuable to a running shoe company. Explore more affinities here.

    How you can use this
    • Start by choosing a preset affinity audience, or define your own custom audience by entering a combination of keywords, URLs, locations, and/or apps (find more information here).
    • This is available on your YouTube campaigns on Reserve, Trueview, & Bumpers.
    • Start today on AdWords.
    Signals Used
    YouTube, GDN, Search, Map, Apps
    Use cases by vertical
    Beauty

    Specifically target “Beauty Mavens” for an upcoming hair styling product launch.

    Auto

    Promote awareness of an upcoming auto show among “Auto Enthusiasts.”

    Travel

    Inspire “Luxury Travel Buffs” to take their next trip by telling them about your new packages for 2018.

Change Perception

  • Similar Audiences

    Leverage existing remarketing lists to find people who share the same characteristics with your site visitors - perfect if you want to reach new and qualified potential customers, or improve your conversion targets.

    How you can use this
    • Search: Add Similar Audiences for Search lists to your Search campaigns and adjust your bids based on performance. In order for us to create a Similar Audiences list, you will need to create a Remarketing list first. Find more information here.
    • YouTube: When a Similar Audience is available, the list size shows on each available network in your "Audiences > Shared Library” table. Once it's active, it can be added to targeting. If a list says "Unavailable" in one of the columns, that means the list isn't eligible to target on that property.
    Signals Used
    Search, YouTube
    Use cases by vertical
    Retail

    Target people who have visited places similar to those visited by customers who have browsed your hair salon website.

    Auto

    Promote new car models to those who have purchased cars in the past, leveraging both the power of Google and your own CRM data.

    Travel

    Promote brand-new travel packages to people who view travel content on YouTube similar to that viewed by people who have visited your travel blog.

  • Life Events

    Your customers’ behaviour or habits are likely to change when they are on the cusp of life-changing events such as graduation, marriage, parenthood, or a career change. Engage with users at these critical moments through YouTube and Gmail.

    How you can use this
    • Start by choosing a Life Event—marriage, graduation, or even a new job—available on YouTube and Gmail. Find more information here.
    • Start today on AdWords.
    Signals Used
    Search, YouTube, Maps
    Use cases by vertical
    Retail

    Help parents-to-be prepare for the upcoming change by helping them choose the right crib, stroller, or baby formula.

    Auto

    Introduce entry-level cars to fresh graduates.

    Travel

    Promote your beach resort to would-be honeymooners with special offers.

  • Consumer Patterns

    Reach people on YouTube and Gmail based on their consumption habits - what they regularly buy, where they shop or how often they go out to eat.

    How you can use this
    • This is available under Affinity segments on your YouTube campaigns, Trueview, & Bumpers.
    • Start today on AdWords.
    Signals Used
    Search, YouTube, Maps
    Use cases by vertical
    Retail

    Highlight in-store offers, giving “Frequent Department Store Shoppers” an offer they can’t refuse.

    Auto

    Promote sports cars to “Luxury Store Shoppers.”

    Travel

    Showcase new in-hotel restaurants to foodies in Singapore and tourists abroad.

Drive results

  • In-market

    If conversions from likely buyers matter most to you, consider reaching out to customers in the moment that they are actively considering purchasing a product like yours. Our algorithms differentiate interest from intent in real time, allowing you to close conversions, and improve remarketing performance.

    How you can use this
    • This is available on your YouTube campaigns on Trueview and Bumpers.
    • Start today on AdWords.
    Signals Used
    Search, YouTube, Maps, GDN
    Use cases by vertical
    Retail

    Acquire new customers by targeting lower-funnel customers actively looking to purchase makeup and cosmetics - including those thinking of buying from your competitors.

    Auto

    Reach users who are actively searching for consumer reviews and price comparison sites with a focused offer on the right car.

    Travel

    Drive more qualified traffic to your website, and additional sales or leads by engaging specifically with travelers planning an upcoming trip.

  • Custom Intent Audiences

    Go beyond pre-defined audience categories and reach the ideal audience for you business as they’re making a purchase decision.

    How you can use this
    • Display: Create a custom intent audience by picking keywords, URLs, or apps that fit a specific theme, and engage with customers as they make purchase decisions. Additionally, Google uses machine learning technology to analyze your existing campaigns and auto-create custom intent audiences. Find more information here.
    • YouTube: Start by converting and assisting keywords from your search campaigns. Use it with a performance-focused video ad format like TrueView for Action or TrueView for Shopping for optimal results.
    Signals Used
    Search and YouTube
    Use cases by vertical
    Retail

    Engage with users searching for spa services to drive conversions and increase footfall.

    Auto

    Drive efficient leads by targeting people searching for car dealers or test drives or even those comparing cars.

    Travel

    Target users searching for flights in specific sectors to drive conversions on seasonal packages or convert on special offers.

  • Remarketing

    Re-engage with indecisive customers who have engaged with your brand (e.g., site visits or video views) but haven’t yet converted. Drive action through uniquely customized ads and offers on Search, Display, and YouTube that build on past engagement.

    How you can use this
    • Search: Add your existing Remarketing lists to your Search campaigns and start adjusting your bids based on performance. Find more information here.
    • YouTube: Remarket to users who viewed any of your videos from your YouTube channel regardless of where the video is played. You can build video remarketing lists based on any of the following user actions detailed here.
    Signals Used
    Search, YouTube, Your Data
    Use cases by vertical
    Retail

    Encourage shoppers who have abandoned their carts to come back and complete a purchase.

    Auto

    Proactively reach out and re-engage with visitors who have browsed your site but have not asked for additional information.

    Travel

    Send a helpful reminder to travelers who have searched for a particular flight but haven’t yet completed their purchase.

  • Customer Match

    Combine first-party data with Google’s reach, engaging or excluding existing customers. Acquire new users resembling existing customers for greater accuracy and efficiency.

    How you can use this
    • Add your CRM lists to Search campaigns and start adjusting your bids based on performance. Find more information here.
    Signals Used
    Search, YouTube, Your Data
    Use cases by vertical
    Beauty

    Promote special repurchase offers to users whose previously purchased products are due to expire.

    Auto

    Cross-sell accessories to car owners who have previously purchased a car.

    Travel

    Promote upgrades and other perks to business travellers, earning more customer love.

  • Universal App Campaigns (UAC)

    Fully automated Google app install product solution that allows advertisers to find users relevant for their business goals across all of Google’s inventory. UAC uses machine learning to make the smartest decision for each ad, analyzing over 300 million potential signal combinations in real time, so you can show your ads to the right person in the moments that matter.

    How you can use this
    • Tell us what you want with a few basic inputs - your campaign goal, a daily budget, a target bid, and some creatives.
    • Watch as Google deploys the power of machine learning to transform this data into a variety of campaigns, testing each for effectiveness, automating targeting and bidding, and optimizing for best results.
    • More information here.
    Signals Used
    Search, YouTube, Play, Maps, Your Data
    Use cases by vertical
    Retail

    YouTube is big on fashion - UAC allows you to show your ads where they're most likely to be clicked and where your app is most likely to be downloaded.

    Auto

    Allow the Play store to suggest your app as a relevant download to customers who’ve downloaded or browsed similar apps.

    Travel

    Raise awareness about your newly upgraded airline app among customers and non-customers, for scaling for installs across search and display.

Google Audience Playbook

Download the latest playbook to learn more about behavioral signals audience solutions.