Custom intent audiences are audiences you can define in Google Ads, enabling you to reach users who are actively interested in specific topics, products, or services. Unlike broader audience segments, custom intent allows advertisers to build more targeted campaigns by combining keywords, URLs, and apps that relate closely to the audience's current interests and search behaviors. By pinpointing users who are actively searching for similar products or topics, marketers can increase ad relevance and improve their chances of conversion.

Google introduced custom intent audiences to give advertisers more control over who sees their ads. Instead of relying solely on predefined interest categories, advertisers can precisely target users who have recently shown an intent to purchase or engage in specific types of content, whether through online searches, websites visited, or app usage.

Custom Intent Audience vs. Target Audience

A target audience is a broad group of individuals identified by demographic, geographic, or psychographic characteristics, representing those most likely to be interested in a brand's products or services. In contrast, a custom intent audience is a more specific subset, defined by active online behaviors such as recent searches, site visits, or app usage that indicate a strong, immediate interest in a particular topic or product. 

While a target audience is a general outline of potential buyers, a custom intent audience captures users who are closer to making a purchase, allowing marketers to reach high-intent individuals with personalized ads tailored to their current interests.

When to Use Custom Intent Audiences

Custom intent audiences are ideal for brands seeking to connect with high-intent users in the research or purchase phase of their journey. Here are some scenarios where custom intent audiences can provide a significant advantage:

• Product Launches: If you’re launching a new product, custom intent audiences can help you reach users actively interested in that product category, maximizing initial awareness and conversion potential.
• Competitive Targeting: With URLs from competitor websites included in your audience setup, custom intent lets you engage users who are comparing your offerings with competitors, helping you attract a competitive audience with relevant offers.
• Seasonal Campaigns: Custom intent is effective for seasonal promotions or special events, allowing you to capture users searching for gifts, holiday-specific products, or seasonal services. By updating keywords and URLs for each campaign, you can keep your reach timely and relevant.
• Lead Generation: For industries focused on generating leads, such as real estate or financial services, custom intent audiences can help connect you with users actively researching or comparing service providers, allowing you to capture leads with high conversion potential.

Examples of Custom Intent Audiences in Action

To illustrate how custom intent audiences can benefit specific campaigns, here are a few scenarios:

Example 1: Fitness Equipment Store

A fitness equipment retailer can target users searching for “home gym equipment,” “best treadmills,” or related terms. By setting keywords and URLs from fitness blogs or popular e-commerce sites, they can engage users interested in making a purchase, likely boosting conversions.

Example 2: Travel Agency

A travel agency might create an audience based on searches like “affordable vacations,” “best summer destinations,” or competitor sites. This approach attracts users actively planning trips, increasing engagement with relevant travel offers.

Example 3: SaaS Business

For a SaaS provider, keywords like “best CRM software” or “project management tools” help reach professionals actively researching software solutions. URLs from software review platforms can also help target decision-makers evaluating solutions.

How to Create a Custom Intent Audience

Creating a custom intent audience in Google Ads involves selecting attributes that represent the audience’s interests and intents. Here’s a step-by-step guide to help you:

1. Log into Google Ads and navigate to your campaign settings.
2. Choose the Audience tab for your chosen ad group, where you’ll have the option to select or create an audience.
3. Click “Custom Audiences” and then select “Create a Custom Intent Audience.”
4. Add keywords and URLs related to your audience’s interests. These keywords should be closely tied to search terms, products, or services your potential customers are looking for. For instance, if you’re advertising running shoes, include keywords like “best running shoes,” “marathon shoes,” or URLs of popular sports retail sites.
5. Refine your audience with apps or app usage, particularly useful for mobile-focused campaigns. Select apps related to your audience’s interests, increasing the chances of reaching them across multiple devices.
6. Name your audience and save it. Once saved, this custom intent audience is ready to be applied to relevant ad groups and campaigns, letting you engage with users based on their unique, real-time intent signals.

Best Practices for Custom Intent Audiences

• Use Relevant Keywords and URLs: Keep your keyword list specific to the intent you’re targeting. Too many broad or unrelated keywords may reduce relevance and engagement.
• Update Regularly: Monitor audience performance and update keywords and URLs as needed to match shifting user interests or seasonality. Regular updates keep your audience aligned with the most recent trends.
• Combine with Other Targeting Options: Custom intent works well when combined with other targeting layers, such as geographic or device targeting, to further refine audience reach.
• Test Variants: Consider testing different custom intent audiences for various products or ad formats. Each product or campaign may benefit from a unique custom intent audience, improving performance based on specific audience signals.

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