Google Ads enabled affinity audiences for search ads

In the past, we have been able to use affinity audiences only to target customers with our display and video ads. Recently, Google announced that we are now able to target affinity audiences with search campaigns as well. This can have a big impact on whom our ads are shown to. When used effectively, affinity audiences can be a powerful tool for your marketing campaigns.


What are affinity audiences?

Affinity audiences are targeted based on user interest, and they are determined by a user’s browsing habits. This feature allows us to reach potential customers in a more personalised way. For example, if you are selling headphones, we can now target audiences like audiophiles to highlight our related products to the user’s interests. By using affinity audiences, we can complement user experience by providing searchers with the things that they want and need – your relevant products and services.


Application and use

Google Ads offers broad categories to apply to ads. When we target a group based on a broad category, all of its subcategories are automatically applied as well.The broad categories are below:

  • Banking & Finance
  • Beauty & Wellness
  • Food & Dining
  • Home & Garden
  • Lifestyles & Hobbies
  • Media & Entertainment
  • News & Politics
  • Shoppers
  • Sports & Fitness
  • Technology
  • Travel
  • Vehicles & Transportation


If we want to narrow our reach, Google Ads also offers more specific subcategories. Some of these subcategories go even further, and they have their own specific audiences as shown below. If you want to see the entire list available, plus their associated subcategories, see our list here.

Google Ads - Affinity Audiences

We can see the various categories Google Ads offers.
Ex. Media & Entertainment -> Gamers -> Casual & Social Gamers


With other audiences, we can observe them or use them to target ads to potential customers. They can be applied on ad group or campaign level. Lastly, these audiences are cross-device compatible, and they work on mobile and in-app ads as well.

By using affinity audiences, we can connect with customers and clients that are already passionate about the types of products and services you offer, which can lead to better conversion rates and improved brand awareness. If you are curious about how affinity audiences can benefit your marketing goals, contact your account manager now.

Optimanova Solutions
Optimanova Solutions
Optimanova Solutions is an International Digital Marketing agency with over 15 years of experience in PPC and SEO and certified partners of Google, Facebook and Microsoft Ads