How To Target Audiences on Google Ads

Google AdWords may not have the deep interest targeting audiences Facebook is known for, but it certainly has as much targeting as it has data available. Google’s primary advantage is their breadth of exposure, whereas Facebook is limited to their own site.


Targeting ads is an essential part of a successful advertising campaign. You may have designed the perfect ad, but you’ll need to show it to the right people at the right time to better reach your goal. AdWords offers different ways of targeting your ads and we will walk you through on how to setup your target audiences.


For those of you who don’t know how to create a campaign in Google Adwords, check out this tutorial first. We will go directly to the device selection and then to Audiences Targeting.


Device Selection

The reason on why this device selection is very important is because you will be able to narrow your reach on certain devices. Your device may show more frequently on the devices you target.


Given that I am selling casings for Samsung S9+, or let’s say an app that would only run for that device. There is definitely no point in showing ads for people who are using their computers or using their Apple device.


1. So, once you reach the Device section, the default setup of Google Adwords is for this ad to show on all devices. Select the “Set specific targeting for devices” and there will be additional options.


2. Uncheck the devices that you don’t want your ad to be displayed.

google adwords devices


Mobile Apps Ads

The Mobile apps ads are those banner ads that appear at the bottom or at the top of your screen.


Mobile App Interstitial Ads

The Mobile App Interstitial ads are full-screen ads that cover the interface of their host app. They’re typically displayed at natural transition points in the flow of an app, such as between activities or during the pause between levels in a game.


Mobile Web Ads

Mobile Web ads are those banners or ad results that appear when you are using your mobile web browser.


3. Specify the device model and the operating system by clicking on the respective links.


4. Specify the network. I recommend that you only use Wifi and the reason behind that is if they are using their mobile data, then they might be driving or out for a walk or doing something else and doesn’t have time to view your ad.


Frequency Capping

This is on how often the ad is going to be displayed to the same user on the selected device and network.


Input the number of impressions or on how often this ad will show up. Indicate the frequency and the level about where you want this to take effect.

google adwords frequency capping


Location Options

Location Options is pretty self-explanatory. Use the recommended setup which is to Target people who show interest in your targeted location. As well as Exclude the people who show interest in your excluded location.

google adwords location options


If you know how to make a data feed, then you can enable Dynamic Ads.


Content Exclusions

For Content Exclusions, I recommend in putting a check on DL-PG: or Most Audiences with Parental Guidance. Well, those are kids, so what’s the use in showing an ad for them, unless if you are selling toys or anything for kids.

google adwords content exclusion



 The Audiences section is where you can you can remarket, in-market or indicate certain habits or interest. Just click the link and put a check mark on the desired trait or a certain interaction or a similar interaction from your typical buyer.

google adwords audiences



On the demographics section, just uncheck those who you don’t want to include. I typically uncheck Lower 50% or unknown household income. Well if they don’t have enough money to spend, then they probably won’t bother your ad. Well again, this is just my personal opinion. It still depends on what you are selling.


google adwords demographics


Content Targeting

This is where you can specify a keyword that your customer placed in the search browser or search field. Remember that Search Field that says “Powered by Google Search”? If the keywords match with those that you have indicated, then that is the time that they will place your ad on top of the search results.


google adwords content targeting


You can either use the keywords that are on your website or indicate your own keywords. Just make sure that you have your website in the link field and it will automatically search for the keywords that direct people to your website.


It is up to you if you wanted to pick one of those keywords or just add all ideas.


Automated Targeting

Since we have indicated our target audiences, better disable the Automated Targeting by selecting “No Automated Targeting”. This is very important that you selected that option because if that option is not selected, then all of the settings that you’ve done earlier won’t take effect.


google adwords automated targeting


Create your Ad

After you’ve done all the targeting setup, you can now create your ad in Google Adwords. The campaign won’t run without an ad. If you want to know how to create video ads, then just visit the previous tutorial.


google adwords create ads


Everything is pretty plain and simple. Just upload the photo. Indicate the Short and Long headline as well as the description, the business name, and the final URL. The right side is where you can see how it appears when viewed on the website or in mobile. Once you are all done, just click the “create campaign” button and your all good.


google adwords confirmation


You should see your campaign listed and active. And that ladies and gents are the things that you need to know in targeting audiences in Google Adwords. I always recommend that you spend time in doing research on your target market. You also need to research more on the demographics of your typical customers. The age bracket, the income, and location. This is to ensure that your ad is going to be more effective and brings a lot of conversions or website traffic using Google Adwords.


 Want us to walk you through it? Watch the video here!



Do You Want To Expand Your E-commerce Business?

If you want to expand your e-commerce business on different platforms, check out our other E-commerce Tutorials.

Just to let you know, we have a couple of experts who have excelled in E-commerce and are willing to share their knowledge. You can out check their blogs at

If you want to hear them live, just sign up for our webinar.

New call-to-action



Gain access to our exclusive list of top rated events for e-commerce sellers


Get E-Commerce News Right To Your FB Inbox!