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hey everyone in today's video I'm going to talk about Google ads audience targeting now when you think of Google ads targeting you're probably thinking of keywords and what a lot of people don't realize is that when you combine keywords and audiences within Google ads it's pretty much like a match made in heaven because when someone's typing in a keyword within Google they're already showing intent but what if you can apply an audience on top of that so that you make sure that you target specific people that are typing in the keywords that you are trying to bid on now the first thing that I would say when it comes to audience targeting is um there are three different Google segments um and I'm going to show you how to apply them to your campaign so once you've logged into your Google ad account you want to select the campaign that you want your ads to um to have the audience apply to and then click on audiences once you're on click on audiences in the left panel you're going to be presented with the audience page and then you'll be prompted to click on ADD audience segments and then once you select that you will select campaign because that means you want to apply the audience onto the campaign um and then from here you'll click on browse so you can see all the different Google audience segments now there are five different segments here but the top three are really the Google audience segments and the bottom two are audience segments that you can create um on your own which we're not going to be touching on in this video because it's a lot of content I'm only going to be focusing on the top three that we have here so Google has these three different pre-packaged audiences which all advertisers have access to and it's the easiest and fastest way to pretty much get your feet wet with audiences so let's go ahead and dive in with detailed demographic this goes beyond the basic age gender um demographics and lets you dig deeper into parental status marital status education homeownership status and employment so let's say that you only want to Target homeowners then you can go in here and click homeowners and then you would apply this audience onto your campaign so basically whenever someone's typing in your keywords they they have to also be a homeowner in order to see it and that's called targeting now if you're just doing observation mode and you're just observing homeowners on the campaign you can do that as well which I'll talk about in a bit but just wanted to show you with homeowners um that you can apply it here you can also add negative audiences so let's say you don't want any renters to see your act you can actually add these those negative audiences as well now going back here within the other bucket of Google audiences is Affinity so Affinity audience targeting refers to people that have similar interests hobbies and habits so generally these are stable over time and really great for awareness marketing so under Affinity these are people that have interest in all these different areas now you can choose any of these but if you wanted to get a little bit more granular you can select the drop down and they will be more specific into what the specific audience is and if you wanted to get a more detailed description you can just hover over it and then it will show who an avid investor is so these are people actively looking to invest their money follow financial markets and so forth so you can add that in here now another audience that you can leverage within Google that's also super powerful is called in-market audiences so these are what people are actively researching or planning so this is great because people are looking to actually make a purchase or planning to make a purchase so this is really great for a high intent prospecting campaigns so what you can do is click on that and see all the people in these audiences that would potentially be in market for autos and vehicles and then you can even drill down to oh are they specific and are they interested in specifically a motor vehicle or maintenance and then within this you can dig deeper and say okay are they looking into used or new and you can go go even deeper and select the brand that they'd be interested in so this is really powerful because not only are you just Target not only do you you have the ability to Target just people looking to buy a motor vehicle but you can Target someone that's looking to buy a specific brand which is super powerful now you can just go ahead and select the audiences that you want to add and then click save so earlier I had mentioned about targeting and observation so you have two options within audience targeting in Google ads so you can Target these audiences mean you only show your ads to people that are interested in Affinity infinity or Hyundai vehicles that are searching for your um that are searching or you have observation mode which I recommend at the beginning of a campaign so pretty much you're just observing observing how infinity and Hyundai and Market audiences perform on your specific ads and based off of that you can adjust the bids on those audiences so if you're seeing the Hyundai audiences are performing better than infinity you can add a bid adjustments onto those audiences and or you can even just change the audience targeting to just set to targeting instead of observation now if you have any questions feel free to drop them in the comments and I'm happy to answer them thank you very much