Audience Targeting (Google)

Google provides powerful tools for reaching specific audiences based on user data. You can target audiences by age, gender, parental status, and other demographics for your paid advertising campaigns in Search, Display, Discovery, and YouTube.

Campaign Targeting Options

When adding targets, you can choose from various options to define your audience. Note: You can use tags for certain targets: [Named Audiences], [YouTube Channel Tag], [YouTube Video Tag], and [User Interests Tag].

Age Range: Select specific age groups like 18-24, 25-34, and 35-44.
Content Labels: Choose labels like Embedded Video, Live Stream Video, Social Issues, Profanity, etc.
Devices: Target users on computers, mobile phones, tablets, or TV screens.
Genders: Focus on female, male, or unknown users.
Income Ranges: Target specific income ranges like top 10%, 11-20%, 21-30%, etc.
IP Addresses: Exclude users from specific IP ranges or data tags.
Named Audiences: Use custom audiences you've created in the Manage section of Backpack. Note: To use multiple rules, add additional "Named Audience" targets.

User Interests: Specify interests like Affinity, Brand, Geo, In-Market, etc.

For Display campaigns only:

Mobile Application: To exclude a mobile app, enter a mobile app id (e.g., Google Play apps: mobileapp::2-com.example.app, iOS apps: mobileapp::1-123456789).
Parental Status: Parent, Not a Parent, Undetermined
Placements: Website where your ad can appear on YouTube or the Google Display Network.

For YouTube campaigns only:

YouTube Channel
YouTube Video

You can also include multiple targets within one category. For example, you can create multiple targets for "Named Audiences" using matching values (see image below). You can both exclude and include words at the same time.

Adding Targets

You can add targets in either Blueprints or Manage in Backpack:

Adding Targets in Blueprints

Go to Blueprints in the top menu.
Select a Blueprint from the list—then a campaign. Targets are available for the following campaign types: Search, Display, Shopping, Discovery, or YouTube campaign.
If relevant, select an ad group.
Expand the Targeting & Negative Keywords section.
Click + Add Target and choose a type of target.
Click the dropdown and select the target range.
Input the relevant preferences—for example, select Increase by or Decrease by and add a % number. You can also select Exclude.
Republish if applicable.

Adding Targets in Manage

Go to Manage in the top menu.
Select an account from the list.
Go to the Campaigns tab and select a Search, Display, Shopping, Discovery, or YouTube campaign from the list.
Click Campaign Settings on the top right.
Click the Targets tab to apply targeting options with respective bid amounts.
Click Save to apply the target rules to the campaign.

Note: Target rules and capabilities can change based on the campaign type. For example, Search campaigns cannot target by household income or parental status. See Google Help for more details.

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