Depending on the campaign type, there are seven target group options available in Google Ads:
Target groups with common interests: Ads are served to users with specific interests and habits. Google offers a wide range of interest areas.
Detailed demographics: Ads can be displayed based on age
and the gender or household income of the users.
Life events: Target group segments make it possible to address users who are close to an important life event such as buying a house or an upcoming wedding.
Ready-to-buy target groups: With this option, ads can be targeted to people who are classified by Google as ready to buy based on their search and usage behavior. These segments are also provided predefined by Google.
Custom segments: If none of the pre-built audience options are suitable, you can create your own audiences based on self-defined interests, purchase intentions, search terms used, websites visited or apps used.
Self-collected data: This segment option is often referred to as remarketing audiences. Here you can provide Google with user data that you have collected yourself and, for example, retarget website visitors or existing customers. Of course, all applicable data protection guidelines must be observed.
Combined segments: This option allows you to combine target groups to make them even more specific or to exclude certain characteristics from a target group segment.