Introduction
In our campaign audits, we often see advertisers limiting themselves to keywords or demographic targeting. However, Google Ads' advanced audiences are a powerful tool for improving the relevance and profitability of your campaigns. As a Google Partner agency, we implement daily strategies combining in-market, remarketing, and similar audiences to maximize performance.
This article explains how these audiences work, how to use them, and why they are essential for your Google Ads campaigns .
What is an advanced audience?
An advanced audience groups internet users based on their behavior, purchasing intentions, or interactions with your brand.
According to official Google documentation , these audiences allow you to deliver more relevant ads based on behavioral and transactional signals.
In-market audiences: capturing purchase intent
In-market audiences target people who actively express interest in a product or service.
Examples: car insurance, household appliances, B2B software.
They are ideal for:
-
Display campaigns targeting hot prospects.
-
Max Performance Campaigns where AI leverages these signals to refine targeting.
Remarketing Audiences: Win Back Your Visitors
Remarketing targets people who have already interacted with your website, videos, or app.
It is an essential lever for bringing back to conversion those who already know your offer.
Examples of campaigns:
-
Shopping campaigns displaying recently viewed products.
-
YouTube campaigns to remind people of an offer or benefit.
Remarketing is particularly effective in BOFU (bottom of the funnel), when the Internet user is close to purchasing.
Read Google's best practices on remarketing
Lookalike Audiences: Expanding Your Reach
Similar audiences are generated by Google from your existing lists (customers, visitors, subscribers).
They allow you to reach new Internet users whose behavior is similar to that of your best customers.
Common uses:
-
Display campaigns to expand your prospect base.
-
Discovery campaigns to inspire an audience close to your current targets.
How to combine these audiences for better performance
|
Objective |
Recommended audiences |
Example campaign |
|---|---|---|
|
Generate awareness (TOFU) |
Similar audiences |
Display, YouTube |
|
Strengthen interest (MOFU) |
In-market |
Max Performance, Discovery |
|
Convert (BOFU) |
Remarketing |
Shopping, research |
By cross-referencing these audiences with your keywords and bidding signals, you increase the relevance of each impression and optimize your return on investment.
Integration into your Google Ads campaigns
-
Add in-market audiences to your ad groups to better target prospects who are ready to buy.
-
Create remarketing lists in Google Analytics 4 and sync them with your campaigns.
-
Test similar audiences to expand your markets while staying aligned with your existing customer profiles.
Expert support for your advanced audiences
We analyze your data and goals to build powerful audience combinations. With our experience and certified Google Partner status, we help you deploy advanced strategies that maximize the effectiveness of your campaigns.
Conclusion
Advanced audiences like in-market, remarketing, and lookalike audiences are powerful tools for smarter targeting and maximizing your advertising results. By integrating them into your Google Ads campaigns , you can reach the right people at the right time while optimizing your budget. To go further, leverage our expertise and turn your audiences into growth drivers.
