Affinity audiences are useful to advertisers who are looking to raise awareness and drive consideration among affinity groups that have a strong interest in their products.
Add affinity audiences to your audience targeting to reach people based on their specific interests as they browse pages across the web. Select from a wide range of lists—from "auto enthusiasts" and "sports fans" to "luxury travelers" and "fashionistas"—to show ads to people who are likely to be enthusiasts.
Audiences are determined by people’s activity using Google products and third-party websites, or estimated based on content certain groups of people are likely to be interested in. Activity and content on third-party websites are primarily used for audience segments on third-party websites, and activity and content on Google products are primarily used for audience segments on those products.
Would targeting affinity categories be useful for you?
You should consider targeting affinity audiences if you are interested in expanding your target audience to users more likely to convert based on their interests. For example:
- If your advertiser is a movie studio promoting the latest action flick, you could target the "action movie lovers" affinity audience.
- If your advertiser is a cosmetics company promoting a "green" line of makeup, you could target "women who love makeup" and are "passionate about the environment."
- If you're running a co-branded ad from a fast food company sponsoring a car race, you could use affinity audiences to reach "performance car enthusiasts."
With affinity audiences, you can connect with target audiences that are consistent with the audiences you might buy for offline or TV campaigns. Reaching a wide variety of relevant users is as simple as choosing a brand category and optionally overlaying with demographics.
Users are allocated into audience categories for targeting on third-party websites and apps based primarily on their activity on third-party websites and apps. Users are allocated into audience categories for targeting on Google’s own products based primarily on their activity on these products.
Target affinity audiences
To target affinity audiences, navigate to a line item's Audience targeting, then search for the name of the affinity category you want to target.