The Basics Of Audiences

Posted 27.05.2020

By Luke Pickering

Let’s start off at the very beginning, what is an audience? If you’re investing in digital marketing currently it is likely that you know what an audience is. Audience targeting is available on Google Analytics and Google Ad Platforms. But in general, an audience is a group of people that all have things in common.

Different types of audiences

Google Ads has a number of methods in place for you to be able to reach your target audience. We’ll be using this blog post to break down all of the different types of audiences and marketing methods that you can use:

Remarketing audiences

Google allows you to reach out to people who have previously engaged with your business’ products or services. This is a great method of getting people further down the conversion funnel. The likely chance is if they’ve viewed your site and looked at products then they are interested in buying one of your products. So with a bit of remarketing, you might be able to get those users to finally convert into paying customers. This is one of the best ways of using Google Ads.

Custom intent

Custom intent audiences are a way of targeting people who are looking for a certain product or service that you are offering. This method of targeting uses specific keywords, URLs and apps related to the products and services the user is researching allowing you to reach a specific ideal buyer.

This is an excellent way of marketing as you can actually use your competitor’s data for targeting. This means that you’re actually able to market your business to your competitors’ audience, maybe in an attempt to sway them to making a switch to your brand.


Maybe one of the simplest but most effective ways of marketing is through the building of user profiles. You’re able to reach a population that all share a number of common interests, whether that’s employment status, homeowners or parents. There is a large in-depth list that you are able to use to go into detail on to build the perfect buyer for your product. This means you’re correctly able to market your product without having to worry about marketing to people that aren’t going to be bothered about what you’re selling.

Affinity and custom affinity audiences

With using affinity audiences you’re able to reach people based on their lifestyles, hobbies and habits. Which allows a marketer to advertise to people that are going to have a big interest in what you’re offering.

When it comes to custom affinity you can create audiences that are more tailored to your business and service offerings. So you can use a number of different factors to reach the people you want, for example:

  • Their interests, as keywords
  • The places that they’d be interested in
  • Hobbies
  • Apps that your ideal customer might be interested in
    • This doesn’t mean that your advert will appear on this app but it does mean that if you’re marketing a fitness product then you might want to advertise to people who have Google Fit on their device.

If you’re looking for some help with your marketing then don’t hesitate to get in touch with our digital marketing experts…

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