How local businesses can use audiences in Google Ads

What are Google Ads audiences?

Google Ads audiences allow you to target users who show the same markers as your typical customers. Based on previous activity online Google splits users into categories. These categories are either affinity (have an interest) or are in-market (have an intent to buy a product or service). Audiences can be set to be either observational or actively targeted. 

What are the benefit of Google Ads audiences?

If you knew someone searching for your services or product online was more likely to convert than someone else, would you pay slightly more to ensure you were top of the search results? Of course your would. Google Ads audiences allows this to happen. In the same way, if you know a searcher is at the start of their search process and unlikely to convert, you can spend a little less trying to win their visit.