How to Use Google’s Custom Affinity Audiences

by | May 2, 2018 | Digital Marketing | 9,472 comments

How to Use Google’s Custom Affinity Audiences

Narrowing your target audience can be a challenge, especially when working within Google’s Display Network.

AdWords offers helpful targeting tools, but what happens when the defined target audience is too broad and remarketing is not available?

Welcome to Custom affinity audiences, a tool that lets you define your target based on interests and URLs that are likely relevant to the audience you want to reach. Custom Affinity Audiences gives you the ability to tell Google which type of audience you want to go after. Google creates these audiences based on people’s recent search behavior, sites visited, and actions on these sites. The following are some of the scenarios where custom affinity audience can help.

Create a Niche Target

If you’re in a niche industry or targeting a distinct audience, the flexibility of custom affinity targeting can help you build the right target audience. For example, say I’m an e-commerce bike retailer who’s ready to a run a brand awareness campaign around my new elite mountain bike selection. It’s important to narrow my targeting since most people shopping for a new bike are probably not looking to spend $2,500 to $7,000 on an elite mountain bike. To find this small group of people who are can be challenging, considering the closest related audience Google offers is “bicycles and accessories.”  

With custom affinity, however, I can create an audience bucket using URLs of industry publications that are popular among mountain bikers. Another audience could be created using URLs of other mountain bike retailers. I can then test the two to find the better performer.

Target Your Competitors

If you’re a new business trying to break into a market or introduce a new product, custom affinity could help get your ad in front of users who frequent your competitors’ websites. To be clear, custom affinity doesn’t act like a remarketing list. Currently, there is no way of remarketing to your competitors’ audiences. Instead, Google will build an interest list based on your competitors’ keywords and URLs. Custom affinity lists will be more effective if the URLs, interests, and keywords you plug in follow a consistent theme. Also, if your competitors are large companies, you might want to consider creating several custom affinity audiences for each competitor.

Build Your Custom Affinity Audiences

(Old AdWords Interface)

 

  1. Navigate to the the Display Network tab, and click “+ Targeting.”
  2. Once there, click “Add targeting,” and select the targeting segment “Interests & remarketing.”

  3. Use the drop-down menu to choose the second option, “Custom affinity audiences.”

  4. Now you can begin to define your audience by adding the URLs, interests, or keywords you determined important for your custom audience.

  5. Don’t forget to save.

Build Your Custom Affinity Audiences

(New AdWords Interface)

  1. Select your ad group, click the Audiences tab, then click “+ Audiences” to create a new audience.

  2. Click Affinity and then select “+ Custom Affinity Audience,” located below the “Affinity audiences” menu.
  3. Now you can begin to define your audience by adding the URLs, interests, or keywords you determined important for your custom audience.

  4. Don’t forget to save.

 

Final Note

Custom affinity audiences is a useful tool when you’re operating on a limited budget and trying to get your ad in front of a particular pool of customers. You can also further narrow your targeting by layering it with display keywords and demographic targeting.

I encourage any digital marketer to experiment with custom affinity audiences to see if it can help your campaigns reach the right customers.

9,472 Comments

  1. EverettMot
    EverettMot on January 7, 2020 at 7:09 pm

    Hello, thank you in spite of word! ed pills that work better than viagra http://viapwronline.com I repost in Facebook.
    viagra help

    Reply
    • psyxgo
      psyxgo on December 25, 2023 at 7:52 pm

      Ars adeo latet arte sua — Искусство таково, что его не заметно.
      http://batmanapollo.ru

      Reply
  2. Peterbow
    Peterbow on January 12, 2020 at 12:09 pm

    Hello, attention you http://cialisxtl.com in resentment of word! cialis canada
    over counter viagra walgreens

    Reply
    • mozgme
      mozgme on December 24, 2023 at 11:54 am

      Ad discendum, non ad docendum — Для изучения, но не для поучения.
      http://batmanapollo.ru

      Reply
  9. Robertindet
    Robertindet on January 31, 2020 at 6:38 am

    buy viagra online new york viagra cheap india where to buy cialis in uk

    Reply
  29. serialryc
    serialryc on February 2, 2020 at 8:11 pm

    Русские сериалы все серии Фильмы – смотреть онлайн бесплатно в хорошем качестве

    Reply
  39. serialwkg
    serialwkg on February 4, 2020 at 8:58 am

    Новые сериалы сериал серия Фильмы – смотреть онлайн бесплатно в хорошем качестве

    Reply
  43. serialmfr
    serialmfr on February 4, 2020 at 5:19 pm

    Русские сериалы серия в HD. Новые видео смотреть в HD Сериалы

    Reply
    • vizggo
      vizggo on December 26, 2023 at 5:08 am

      Contra contrariis curantur — Противное излечивается противным.
      http://batmanapollo.ru

      Reply
  54. serialpod
    serialpod on February 6, 2020 at 2:31 am

    Русские сериалы все серии Бесплатные фильмы и сериалы смотреть онлайн

    Reply
  58. Robertindet
    Robertindet on February 6, 2020 at 12:55 pm

    how much does cialis cost at walmart generic.cialis.pills viagra buy ireland

    Reply
  61. Robertindet
    Robertindet on February 9, 2020 at 2:29 pm

    how much does cialis cost buy viagra tablets buy quality viagra online

    Reply
  62. wrolouck
    wrolouck on February 13, 2020 at 10:59 pm

    discount viagra professional daily use of cialis can you order viagra online in canada

    Reply
  64. wrolouck
    wrolouck on February 16, 2020 at 10:26 pm

    generic cialis buy online lowest price cialis viagra for sale philippines

    Reply
    • vizgbobo
      vizgbobo on December 22, 2023 at 7:59 am

      Ad impossibilia nemo tenetur — Нельзя заставлять выполнить невозможное.
      http://batmanapollo.ru

      Reply
    • vizggogo
      vizggogo on December 22, 2023 at 7:45 pm

      Ad impossibilia nemo tenetur — Нельзя заставлять выполнить невозможное.
      http://batmanapollo.ru

      Reply
  128. wrolouck
    wrolouck on March 3, 2020 at 3:46 am

    cheap viagra uk buy viagra online buy generic viagra online canada

    Reply
  146. wrolouck
    wrolouck on March 6, 2020 at 12:41 am

    buy viagra jelly online uk viagra online how much is cialis

    Reply
    • psydodo
      psydodo on December 22, 2023 at 3:07 am

      Consumor aliis inserviendo — Изнуряю себя, работая на благо других.
      http://batmanapollo.ru

      Reply
    • mozgyou
      mozgyou on December 22, 2023 at 4:27 am

      Confessus pro judicato habetur — прав. Сознавшийся считается осуждённым.
      http://batmanapollo.ru

      Reply
    • psylolo
      psylolo on December 25, 2023 at 11:34 pm

      Contumacia cumulat poenam — прав. Упорство усугубляет наказание.
      http://batmanapollo.ru

      Reply
  183. wrolouck
    wrolouck on March 12, 2020 at 10:01 am

    generic viagra cheap cialis – buy levitra 10mg

    Reply
    • vizgme
      vizgme on December 26, 2023 at 8:00 pm

      Contraria sunt complementa — Противоположности дополняют друг друга.
      http://batmanapollo.ru

      Reply
    • vizgi
      vizgi on December 28, 2023 at 5:31 am

      Aut non tentaris, aut perfice — Или не берись, или доводи до конца.
      http://batmanapollo.ru

      Reply
  201. wrolouck
    wrolouck on March 15, 2020 at 5:06 am

    cheap discount viagra cheap cialis – cialis best buy

    Reply
  203. drug store
    drug store on March 15, 2020 at 12:00 pm

    canadian pharcharmy
    canadian pharmacies shipping usa
    prescription drugs canada

    Reply
    • vizghert
      vizghert on December 24, 2023 at 3:46 am

      Aut prodesse volunt aut delactare poetae — Поэты желают быть или полезными, или приятными.
      http://batmanapollo.ru

      Reply
    • razumdodo
      razumdodo on December 24, 2023 at 2:11 am

      Aut prodesse volunt aut delactare poetae — Поэты желают быть или полезными, или приятными.
      http://batmanapollo.ru

      Reply
    • Maisie Loveless
      Maisie Loveless on December 25, 2023 at 10:48 pm

      Психическое здоровье включает в себя наше эмоциональное, психологическое и социальное благополучие. Это влияет на то, как мы думаем, чувствуем и действуем. Оно также помогает определить, как мы справляемся со стрессом, относимся к другим и делаем здоровый выбор.
      Психическое здоровье важно на каждом этапе жизни: с детства и подросткового возраста до взрослой жизни.ние) — специалист, занимающийся изучением проявлений, способов и форм организации психических явлений личности в различных областях человеческой деятельности для решения научно-исследовательских и прикладных задач, а также с целью оказания психологической помощи, поддержки и сопровождения.

      Reply
  236. wrolouck
    wrolouck on March 21, 2020 at 4:28 am

    cheap viagra safe generic cialis – cialis super active for sale

    Reply
    • vizgi
      vizgi on December 22, 2023 at 11:16 am

      Aequam memento rebus in arduis servare mentem — Помни, старайся сохранять присутствие духа в затруднительных обстоятельствах.
      http://batmanapollo.ru

      Reply
    • psygo
      psygo on December 25, 2023 at 6:28 pm

      Confessus pro judicato habetur — прав. Сознавшийся считается осуждённым.
      http://batmanapollo.ru

      Reply
  247. clenbuterol
    clenbuterol on March 22, 2020 at 1:37 pm

    where to buy clenbuterol in melbourne

    Reply
  248. clenbuterol
    clenbuterol on March 22, 2020 at 5:56 pm

    buy clenbuterol liquid online australia

    Reply
  251. clenbuterol
    clenbuterol on March 23, 2020 at 8:09 am

    clenbuterol for sale bodybuilding

    Reply
  253. wrolouck
    wrolouck on March 23, 2020 at 9:22 pm

    splitting cialis pills levitra online – cialis sale toronto

    Reply
    • Susana Albertson
      Susana Albertson on December 27, 2023 at 7:27 am

      Психическое здоровье включает в себя наше эмоциональное, психологическое и социальное благополучие. Это влияет на то, как мы думаем, чувствуем и действуем. Оно также помогает определить, как мы справляемся со стрессом, относимся к другим и делаем здоровый выбор.
      Психическое здоровье важно на каждом этапе жизни: с детства и подросткового возраста до взрослой жизни.ние) — специалист, занимающийся изучением проявлений, способов и форм организации психических явлений личности в различных областях человеческой деятельности для решения научно-исследовательских и прикладных задач, а также с целью оказания психологической помощи, поддержки и сопровождения.

      Reply
    • vizgi
      vizgi on December 26, 2023 at 7:48 pm

      Amicus cognoscitur amore, more, ore, re — Друг познаётся по любви, нраву, лицу, деянию.
      http://batmanapollo.ru

      Reply
  271. cigree
    cigree on April 1, 2020 at 3:38 pm

    For a quote on a custom suite, we kindly ask that you please fill out the questionnaire below with as much detail as possible and we will put together a proposal within 2-5 business days.
    write my papers The lack of time to do their student papers due to work overloads, some have too many assignments to cope with every week, and others desire to spend more hours with family members and new friends so choose to buy a paper online.

    Reply
    • mozgme
      mozgme on December 25, 2023 at 2:02 pm

      Contra vim mortis non est medicamen in hortis — Против силы смерти в садах нет лекарств.
      http://batmanapollo.ru

      Reply
  282. sonexeft
    sonexeft on April 2, 2020 at 12:44 pm

    Elements of fiction essay examples how to write my hobbies essay, what is the average essay score on act, essay on man is born free but everywhere he is in chains.
    write my papers To erase all your doubts or anxiety about the outcome of using our service, you can request a draft of your essay as soon as our writer has completed its first page.

    Reply
  314. 20mg cialis
    20mg cialis on April 5, 2020 at 4:15 pm

    altogether wife [url=http://cialisles.com/#]20mg cialis[/url] extremely
    worth super yesterday cialis online pharmacy automatically pizza
    20mg cialis frequently show http://cialisles.com/

    Reply
  318. TorsCofe
    TorsCofe on April 5, 2020 at 9:00 pm

    Such consistent encouragement from our customers can come only due to consistently providing refined work, and we are determined to continue this tradition of excellence for all time to come. custom paper Although you might be tempted to get to work or keep up with your regular routine, doing everyday activities when you are under the weather will only prolong recovery.

    Reply
  319. uneteow
    uneteow on April 5, 2020 at 9:23 pm

    Take a peek at our customer reviews to see what people are saying about us and you will see for yourself how highly regarded our writers and custom writing services are. write my paper for me If you let us select your writer, we will assign a writer who is qualified to write your paper, and if your deadline is last minute, we will make sure it goes to one of our writers who enjoys working fast and meeting tight deadlines.

    Reply
  321. Edgelf
    Edgelf on April 6, 2020 at 12:47 am

    The unfortunate thing is that they sometimes find themselves in the hands of agencies that are just out to make money and not to give the learners value for their hard-earned money. custom paper Essay on railway station in hindi for class 5 example of argumentative essay about curfew, essay titles about body image, argumentative essay on money causes more harm than good, essay about learning materials.

    Reply
  332. Fraums
    Fraums on April 7, 2020 at 3:29 am

    Google is proud to partner with libraries to digitize public domain materials and make them widely accessible. ketosuccessacademy B in developing its organisational structure and promotes the work of its partners in the member states on related processes and strategies.

    Reply
  339. scesee
    scesee on April 7, 2020 at 1:15 pm

    All products at our site are available to be shipped – that means we have them in stock and can ship them to you within 1-2 business days after payment clearance. fron tech nigeria It purports if the variety is entertaining enough so that you have a fun and accurate time slots journey gift code you want.

    Reply
  345. Alerine
    Alerine on April 7, 2020 at 11:39 pm

    Resveratrol has mild estrogenic activity and until more is known, women with cancers and other conditions that are estrogen sensitive should seek medical advice before taking resveratrol. ketosuccessacademy They use focus groups, site metrics reports, and usability lab data to design each page to work harder.

    Reply
    • psyi
      psyi on December 28, 2023 at 4:13 am

      Amant alterna Camenae — Музам приятны перемежающиеся песни.
      http://batmanapollo.ru

      Reply
  351. donfoulk
    donfoulk on April 8, 2020 at 12:43 pm

    The joy, to collide every week with her passion for growth, left me with just such a fulfilled experience. saqa community Media-marketing-budget keine haftung daf r, socially responsible investment dass ehrliche bankkunden auf zwei.

    Reply
  357. Gropata
    Gropata on April 9, 2020 at 12:38 am

    Articles are invited forconsideration from those involved in research or wishing to discuss anysubject bearing on the problems both of carrying out and interpretingresearch in this area. institutosomosiguais Streaming films and music, scrolling through social media, and using cloud-based storage services are everyday activities now.

    Reply
  361. Fraums
    Fraums on April 9, 2020 at 11:32 am

    For a specific biocide monitoring those biocidal substances should be investigated which were identified by the here proposed procedure as relevant for the respective environmental compartment. thewriteacademy On the analysis side handling of quantifier scope and distributivity, modal verbs, and different sentence types is featured.

    Reply
  555. bruilla
    bruilla on April 25, 2020 at 11:30 am

    There are cultures treatments from much foods, with every of them utilizing a medical trypanosoma of addresses. buy cialis online se reserva el exclusivo derecho de modificar las Condiciones de Uso y Politicas de Privacidad. La ultima modificacion a las Condiciones de Uso y Politica de Privacidad fueron efectuadas el 01 de marzo de 2012.

    Reply