For a while, it seemed that nobody was ever going to catch up to Facebook from a targeting standpoint. Facebook’s ability to pinpoint specific users based on their behavior, demographics, or interests is still unmatched, but with the seemingly constant rollback of Facebook targeting options and advancements in targeting from Google Ads, that gap appears to be closing.
Google’s audience targeting has improved exponentially over the past few years. Customizable ‘Custom Intent’ audiences have been a godsend, affinity audiences have gotten better, and Google Ads’ remarketing can’t be beaten.
When it comes to YouTube and Gmail ads specifically, Google has some meticulous audience options that you may not know about.
- Life events
- Detailed demographics
These audiences will not work on Display or Search but may help you dial in your Tube/Gmail ad efforts. Everything mentioned below can be found within the Audiences section within a campaign:
So, let’s take a look at these lesser-known audiences found within Google Ads audiences.
When it was initially launched in Summer 2018, life events targeting on Google Ads (then still AdWords) was sparse. There were only three categories of life events to target – college graduation, marriage, and moving. Since then, the Google team has implemented 6 all-new categories and 14 new life events to target.
It should also be noted that either the parent or the child life event can be chosen. Here is the current list in its entirety:
- Recently Started a Business
- Starting a Business Soon
- Graduating Soon
- Recently Graduated
- Recently Renovated Home
- Renovating Home Soon
- Recently Started New Job
- Starting New Job Soon
- Getting Married Soon
- Recently Married
- Moving Soon
- Recently Moved
- Adding Cat to Household Soon
- Adding Dog to Household Soon
- Recently Added Cat to Household
- Recently Added Dog to Household
Purchasing a Home
- Purchasing a Home Soon
- Recently Purchased a Home
- Recently Retired
- Retiring Soon
That’s it, all the current life events that you can use for targeting on YouTube and Gmail ads. Stay tuned for more changes and updates as Google has already greatly expanded targeting opportunities in this area.
Similar to life events targeting but with one key difference, detailed demographics allow you to target users who have already experienced certain milestones. These allow you to leverage more granular demographic data on YouTube and Gmail ads that aren’t available with other Google Display products.
- Parents of Infants (0-1 years)
- Parents of Toddlers (1-3 years)
- Parents of Preschoolers (4-5 years)
- Parents of Grade-schoolers (6-12 years)
- Parents of Teens (13-17 years)
- In a Relationship
- Current College Students
Highest Level of Educational Attainment
- High School Graduate
- Bachelor’s Degree
- Advanced Degree
That’s it! If you haven’t dipped your toes into detailed demographics or life events before, we hope there is some targeting that may help your campaigns.
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