The power of segmented marketing via Google Affinity Audiences

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Every aspect of campaign management, from the creative process to budget planning to statistical targeting, connects in some way to addressing three major goals: designing an effective message, attracting the right people, and providing the message to those people at the right time.

Today we’ll focus on a tool meant to optimise attracting the right people – Google Affinity Audiences. 

What Are Google Affinity Audiences?

Affinity Audiences recognise how a person’s passions, habits, and interests show as consumer behaviour. 

Advertisers can employ affinity audiences to boost awareness and encourage consideration among affinity groups that have a strong interest in their products.

When you first set up your Google Ads campaign, you select the Affinity Audiences you want to target. They were initially limited to Video and Display advertisements, but have now been expanded to encompass Search, Gmail, Discovery, and Shopping campaigns as well.

Add affinity audiences to your audience targeting to reach people who have special interests while they surf web pages.

Advantages of Google Affinity Audiences

Affinity audiences can assist businesses in identifying the market and who are more likely than the typical individual to notice or respond to their advertisements. 

Flexible Ads Configuration

Flexible reach is a Google Ads feature that enables you to target or monitor the performance of various themes, locations, audiences, demographics, statuses, or earnings. 

You will no longer have to worry about listing the possible elements that you want to include in targeting your potential customers. It guarantees you the ability to track these different specifications depending on your required metric. 

These factors can all be adjusted to targeting or observation at the ad group level, whereas audiences can be set at the campaign or ad group level.

Help You to Narrow Your Audience

Google introduced unique affinity audiences to provide marketers with more precise control over audience targeting options on the display network.

Knowing what makes your audience happy is one way to win the online battle. If you know where to shift your focus, it would be easier to connect to your marketing audience. 

Of course, you will have to start with broad audiences before you can narrow them down to potent connections. In this way, it will be faster for your target market to locate and do business with you. 

When to Use Google Affinity Audiences?

When You Need to Do Some Branding 

Let’s say you are launching a new sustainable fashion line and wanted to introduce this line, you could target “fashionistas” who are “passionate about the environment.”

When You Need More Controlled Targeting

When you target people using the keywords “travelling package” for example, you target a wide range of audiences who are looking for that keyword on SERP. But if you use an affinity audience such as “luxury travellers” you can control your ad targeting and only show your ads to that affinity group. This would be beneficial for you if your product price range is on the higher side and you have a specific target audience in mind.

When You Want to Target a Specific Group of People based on Their Interests

Add affinity audiences to your audience targeting to reach people who have special interests while they surf web pages. To show advertising to those who are likely to be enthusiasts, choose from a variety of categories ranging from “car fanatics” and “sports fans” to “luxury tourists” and “fashionistas.” If your product appeals to a diverse audience, you can customise your message based on the affinity audience’s interest groups.

How to Set Up Google Affinity Audiences 

Affinity Audiences are beneficial for all ad types, although Google recommends utilising them specifically for Display and Video campaigns aimed at the awareness stage of the marketing funnel.

  1. Begin by making a new campaign.
  2. Log in to your Google Ads account and click Campaigns from the left-hand menu.
  3. Then, to begin a new campaign, click the + button.
  4. Choose your campaign’s aim and the type of ad you wish to produce.
  5. Select a campaign subtype, then press the Continue button.
  6. Give your campaign a name and configure the Location, Languages, Bidding, and Budget options.

You’ll then build your ad group.

  1. Give your ad group a name, then navigate to the Audiences area. This is where Affinity Audiences can be found.
  2. To select your Affinity Audience, use the three tabs — Search, Ideas, and Browse. Select your target audience from the list.
  3. You can narrow it down to pick a subtype if you prefer.

Expected Result from Google Affinity Audiences 

Increased ROI

By generating display ads for affinity audiences, businesses can increase the return on investment (ROI) of their advertising expenditure.

Two things can help you with this: solidifying your brand recognition and discovering new audiences. 

Growing Brand Awareness

The quality of your brand’s internet traffic and shop visitors improves when you design display advertisements for affinity audiences based on their interests, who are more likely than most to interact with their ads and remember their brand. 

Discover new potential customers.

You can design display ads to increase sales for in-market affinity audiences. 

Display ads to these highly reactive potential clients, who are more likely than others to acquire a product or service, help you enhance your advertising ROI.

Final Thoughts 

Targeting the right audience for your brand makes a lot of difference. 

You will have the advantage of increasing your revenue and gaining more traction online. The best thing about affinity audience targeting is that it improves the possibility of revenue and closes the revenue gap between what you spend on ads and what you earn back.

We understand that reaching the perfect audience or targeting the right market is crucial to everyone in digital marketing. It is what makes everything challenging and fun at the same time. 

We are up for any challenge at Roots Digital Marketing SEM Services because finding the right audience for your brand is what we do very well every day. 

We ensure that you will get the most out of what you have invested in every ad or project by providing you with straightforward strategies. 

If you want to collaborate with us and see how we do digital marketing, you are welcome to set an appointment with us


What are Google affinity audiences?

Affinity Audiences recognise how a person’s passions, habits, and interests show as consumer behaviour. 

How do you find the audience of affinity?

To find affinity audiences, you may navigate to a line item’s Audience targeting, then search for the name of the affinity category you want to target.

About Roots Digital

Roots Digital is an award-winning digital marketing agency headquartered in Singapore, specialising in eCommerce Marketing and lead generation. We are a Google and Meta Business certified partner working to deliver the best-in-class digital marketing campaigns from large enterprises and SMEs to growing start-ups.

Some of our core digital marketing services include SEO services, SEM services, PPC services, Google Analytics Services and more.

Feel free to reach out if you’re interested in working with us. Connect with us via our service enquiry form. You may schedule a call for more information and to know more about our digital marketing services.

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Ian Ong
Ian Ong
Marketing Director @ Roots Digital, a digital marketing agency in Singapore. Aka the guy responsible for growing the digital marketing agency.
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