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Audience solutions allow you to create audience lists to layer on your ad groups,
combining intent and insights to send the right message to the right consumer with
the right bid. This is important because today’s consumers expect frictionless
experiences across all channels, providing them with the relevant information they
seek.
Create awareness:
Detailed Demographics allows advertisers to reach users based on advanced
demographic criteria, so they can reach those most likely to be influenced by their
products or services. This is an audience solution based on the long-term status of
who they are, which includes such information as marital status, education,
parenting stage, homeownership, or company size/industry.
Affinity audiences aggregates people who have demonstrated a strong interest in a
given topic.
Drive consideration:
In-market audiences is a powerful way to drive consideration among people who are
actively researching the products or services you offer and who Google has inferred
are in-market to buy them, including those thinking of buying from other places.
Similar audiences for Search helps you find new users that share the behaviors and
characteristics of your remarketing audience segments.

variable Bidding::
What
Layer at least one audience group on top of your Search campaign, and bid
differently for that audience based on their value to your business.
How
Increase your bids on certain audiences:
If you bid higher for certain audiences, you’ll potentially have your ad shown at a
better position when people search for you. For example, using affinity audiences,
Hiroko could bid higher for consumers searching for “mountain bikes” who are also
passionate about outdoor adventure sports.
Decrease your bids on certain audiences:
Certain audiences might not have as strong a performance as others do, so you can
reduce your bids when those audiences search for you. For example, using Customer
Match, you may know that certain segments of past purchasers have a low average
order value. Bidding lower for lists that include such visitors may improve your
overall campaign performance.
Why you should care
Ad auctions are competitive, and you want to make sure you’re making the right bids
when certain groups of people are searching for you.

Keyword Expansion::
What
Expand your keyword set to larger set terms and more broad terms. Engage the mid-
and upper funnel for greater reach.
How
Create ad groups that target generic keywords and only show ads to certain
audiences. Bidding for generic keywords can be costly, as it’s not always a given
that people searching for those terms are in the market for your product.
Why you should care
For example, people searching for the term “commute options” might not be looking
for bicycles and aren’t a relevant audience for a bike shop. You may decide to
create an ad group that targets generic terms like “commute” and only have your ads
shown to people who have been added to an in-market list for "Autos & Vehicles >
Vehicles (Other) > Bicycles & Accessories," increasing the relevancy of your ad.

Creative Customization::
What
Reach different audience segments with unique messaging that will resonate best
with them. Using Google Audiences, you can tailor your ad creatives based on the
user.
How
You can build ad groups catering to specific audience lists and create bespoke text
ads for those groups of people.
For example, using Customer Match, you can create an ad that will show only to
people who have signed up to your mailing list, offering them a discount for
returning to your site.
Why you should care
The more relevant your ads, the better the user experience for your audience,
leading to a higher click-through rate and better campaign performance!
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Using My Activity, consumers can see everything they’ve searched for, visited, or
watched in a single place. It’s their one-stop shop for ad controls, including the
ability to update interest preferences and opt out of ads personalization. Google
honors muting choices whenever and wherever users are signed in, across all devices
and browsers.
How does ad muting work?
Let’s say a person isn’t into watching movies. If she wants to stop seeing movie
ads on the web, all she has to do is select the [x] in the upper righthand corner.
Her preferences will now be reflected across all of her devices.

Q:Match each item with the correct answer.

Use affinity audiences to reach users who have demonstrated in a topic related to
your product or service.
Create awareness
Use similar audiences to find new users who share the behaviors and characteristics
of your audience segments.
Drive consideration

Key takeaways
Google Audience solutions allow advertisers to create audience lists based on many
signals, then layer those lists onto ad groups as well as adjust bids, creatives,
and keywords based on various audience groups.
Audience solutions can be used to help advertisers achieve marketing objectives
like awareness, consideration, or sales, leads and loyalty.