What are Google Custom Audiences?

Google Custom Audiences is a Google Ads feature that allows advertisers to create specific audiences specific to their campaigns. These custom audiences are created based on user interactions and behavior, allowing businesses to serve ads to users who are most likely to engage, convert or take action based on need.

How do Google Custom Audiences work?

The idea behind Google Custom Audiences is simple:

  • Data collection: Google collects and aggregates data about user interactions across multiple platforms and services. This information includes activities such as website visits, app usage, video views, and ad interactions.
  • Audience Segmentation: Advertisers can use this information to create a target audience. These segments are defined based on specific criteria, such as users who visited a specific page on your site or users who abandoned their shopping cart.
  • Ad Targeting: After defining the custom audience, advertisers can adjust their ad targeting to specific groups as needed. Google’s advertising platform, which includes Google Ads and Display & Video 360, allows advertisers to target messages to the right audience.


What are the benefits of Google Custom Audiences?

  • Increase relevance

One of the key benefits of Google Custom Audience is the ability to serve relevant ads to your target audience. By targeting users based on their past interactions and interests, you can create campaigns that are more relevant to them and increase engagement and the likelihood of conversion.

  • Improving Conversion Rate

Place your ads to clearly target the audience that will convert. This audience includes people who have already shown interest in your product or service, making them prime candidates for conversion.

  • Cost Efficiency

Targeting the right audience with your ads can reduce unnecessary expenses. Google Custom Audiences help you generate more revenue by maximizing your ad budget by targeting users who are more likely to convert.

  • Cross-Platform Reach

Google’s extensive platform network, including Google Search, YouTube, Gmail, and the Google Display Network, allows you to reach tailored audiences across multiple channels. Communicate to increase your brand’s awareness and impact.


How do we create a custom target audience?

  • Define your target audience

Identify specific audience patterns. Website visitors, app users, user lists, YouTube viewers, etc. You can create audiences based on Define the best parameters for your target audience.

  • Create conversions

To generate good custom visitors, make sure there are conversions on your website or app. This tracking records user interactions and behavior, allowing you to effectively segment your audience.

  • Create a custom audience list

Go to Audience Manager in Google Ads and select Customers. Here you can create and analyze the customer list by design.

  • Targeting campaign

Once you create an audience list, you can include it in your advertising plan. Customize your ads and targeting options to fit your chosen audience.


Google Custom Audiences are a powerful tool that helps advertisers reach their ideal audiences accurately and effectively. Using user data and behavior, businesses can create the most effective ads that increase engagement, conversion and performance.