Custom Affinity Audiences allow businesses like yours to create groups of users based on their interests and activities and target Google Ads to these groups.

For example, a small business that sells organic produce might want to create a Custom Affinity Audience based on users who use keywords such as “organic food”, “healthy eating”, and “sustainable farming” in their searches.

By targeting your ads to this audience, you can reach users who are interested in organic and healthy food, and are more likely to be interested in their products.

A further example would be another small business that, this time, sells handmade jewellery. They might create a Custom Affinity Audience based on keywords such as “handmade jewellery,” “artisan jewellery,” and “unique jewellery.”

By targeting their ads to this audience, the business can reach users who are interested in handmade and unique jewellery, and are more likely to be interested in their products now and in the future.

Overall, Custom Affinity Audiences can be a valuable tool for small businesses to reach a more targeted and relevant audience on Google Ads, and can help improve the performance of their campaigns. Combining groups of searchers together enables you to target larger groups of people at the same time with more efficiency resulting in far better performance.

How to setup Custom Affinity Audiences

To set up Custom Affinity Audiences for a Google Ads search campaign, follow these steps:

  • Sign in to your Google Ads account and click on the “Campaigns” tab.
  • Select the campaign you want to edit and click on the “Audiences” tab.
  • Click on the “+” button next to “Affinity audiences” to create a new audience.
  • Give your audience a name and enter a list of keywords, interests, or topics that are relevant to your audience.
  • Use the “Audience size” tool to estimate the number of users likely to be part of your audience.
  • Click on the “Save” button to create your audience.
  • Once your audience has been created, you can add it to your ad group by selecting it from the “Audiences” tab and clicking on the “Apply” button.
  • Your ads will now be shown to users who match the criteria you specified for your Custom Affinity Audience.

Note: To use Custom Affinity Audiences, you must have a Google Ads account with a payment method on file. Additionally, your campaigns must be set to “All features” mode, and your ad groups must be set to “Standard” mode.

Using sophisticated targeting techniques such as custom audiences can be a gold mine