Complete List of Affinity and Google Ads In-Market Audiences

October 27, 2018

Affinity and Google Ads In-Market Audiences

Ever since its introduction in 2003, Google Ads (ex AdWords) has been an ever-changing landscape of new, industry-changing development in the world of marketing and advertising. One of the biggest developments was the introduction of Affinity Audiences and Google Ads In-Market Audiences which were unveiled on the platform in 2012. With the establishment of these new audience options, Google made it easier for companies to work with the upper levels of their sales funnel, drawing in more potential buyers and therefore optimizing ad spend. At least for those who know how to navigate these tools and to use them correctly.

What Are Affinity and In-Market Audiences

Affinity Audiences are often compared to television markets in that the audience is fairly broad and meant to be a top-of-funnel awareness tool. The main difference is that, with Affinity Audiences, you are able to dial in a much clearer picture of exactly what type of people you want your client’s ad to be shown to. However, with television, there are certain stations that have a particular target audience, which advertisers can choose accordingly. Even still, that audience is vastly diverse and will include people from all over the map in terms of interests and location. A group of people can love Breaking Bad or Game of Thrones equally but only one third of them like Cheerios or are looking for a home in your client’s area.

So with an Affinity Audience you are able to select a fairly broad and generalized yet slightly more focused market to begin the funnel and generate awareness for a client’s brand or product.  Custom Affinity Audiences are similar but you are able to dial in the audience a bit more by choosing specific websites, channels, interests and more.

Google Ads In-Market Audiences are the next level in the funnel. With In-Market Audiences you are able to dial in more closely to an audience that is already searching for what’s being sold. Because of this, it is possible to make advertisements that are much more tailored to the type of people who would buy the service or product, increasing the likelihood of conversion. This tool takes advantage of Google’s continuously gathered data to determine what individual people are in the market for, using details from search history, clicks and time spent on particular websites. This data is then processed, in which marketers are able to choose from select Google Ads In-Market Audiences that best apply to a particular service or product.

Why You Should Use Them

Taking advantage of such tools have several advantages, one of which is optimizing your ad spend and overall budget. When you use the sales funnel appropriately and run the most efficient ad types for Affinity Audiences and Google Ads In-Market Audiences, your cost per conversion is likely to be improved. In addition, the organization of these audience levels helps ensure the process of bringing awareness to outside customers and converting them into buyers – higher conversions.

Keeping up to date and learning to utilize such tools is an important part of executing your client’s SEO and digital marketing efficiently and effectively.  

List of All the Currently Available Affinity and Google Ads In-Market Audiences

To help understand and learn the current options available through Google Ads Audiences, here is a complete and comprehensive list:

Affinity Audiences

1.Banking & Finance

  1. Avid Investors

 2.Beauty & Wellness

  1. Beauty Mavens
  2. Frequently Visits Salons

3.Food & Dining

  1. Coffee Shop Regulars
  2. Cooking Enthusiasts
    1. 30 Minute Chefs
    2. Aspiring Chefs
  3. Fast Food Cravers
  4. Foodies
  5. Frequently Dines Out
    1. Diners by Meal
    2. Frequently Eats Breakfast Out
    3. Frequently Eats Dinner Out
    4. Frequently Eats Lunch Out

4.Home & Garden

  1. Do-It-Yourselfers
  2. Home Decor Enthusiasts

5.Lifestyles & Hobbies

  1. Art & Theater Aficionados  
  2. Business Professionals
  3. Family-Focused
  4. Fashionistas
  5. Frequently Attends Live Events
  6. Green Living Enthusiasts
  7. Nightlife Enthusiasts
  8. Outdoor Enthusiasts
  9. Pet Lovers
    1. Cat Lovers
    2. Dog Lovers
  10. Shutterbugs
  11. Thrill Seekers

6.Media & Entertainment

  1. Book Lovers  
  2. Comics & Animation Fans
  3. Gamers
    1. Action Game Fans
    2. Adventure & Strategy Game Fans
    3. Casual & Social Gamers
    4. Driving & Racing Game Fans
    5. Hardcore Gamers
    6. Roleplaying Game Fans
    7. Shooter Game Fans
    8. Sports Game Fans
  4. Light TV Viewers
  5. Movie Lovers
    1. Action & Adventure Movie Fans
    2. Comedy Movie Fans
    3. Family Movie Fans
    4. Horror Movie Fans
    5. Romance & Drama Movie Fans
    6. Sci-Fi & Fantasy Movie Fans
    7. South Asian Film Fans
  6. Music Lovers
    1. Blues Fans
    2. Classical Music Enthusiasts
    3. Country Music Fans
    4. Electronic Dance Music Fans
    5. Folk & Traditional Music Enthusiasts
    6. Indie & Alternative Rock Fans
    7. Jazz Enthusiasts
    8. Metalheads
    9. Pop Music Fans
    10. Rap & Hip Hop Fans
    11. Rock Music Fans
    12. Spanish-Language Music Fans
    13. World Music Fans
  7. TV Lovers
    1. Documentary & Nonfiction TV Fans
    2. Family Television Fans
    3. Game, Reality & Talk Show Fans
    4. Sci-Fi & Fantasy TV Fans
    5. TV Comedy Fans
    6. TV Drama Fans

7. News & Politics

  1. Avid News Readers
    1. Avid Business News Readers
    2. Avid Local News Readers
    3. Avid Political News Readers
    4. Avid World News Readers
    5. Entertainment News Enthusiasts
    6. Men’s Media Fans
    7. Women’s Media Fans
  2. Shoppers
    1. Bargain Hunters
    2. Luxury Shoppers
    3. Shopaholics
  3. Shoppers by Store Type
    1. Convenience Store Shoppers
    2. Department Store Shoppers
    3. Superstore Shoppers
  4. Value Shoppers

8. Sports & Fitness

  1. Health & Fitness Buffs
  2. Sports Fans
    1. American Football Fans
    2. Baseball Fans
    3. Basketball Fans
    4. Boating & Sailing Enthusiasts
    5. Cycling Enthusiasts
    6. Fight & Wrestling Fans
    7. Golf Enthusiasts
    8. Hockey Fans
    9. Motorsports Enthusiasts
    10. Racquetball Enthusiasts
    11. Running Enthusiasts
    12. Skiing Enthusiasts
    13. Soccer Fans
    14. Swimming Enthusiasts
    15. Tennis Enthusiasts
    16. Water Sports Enthusiasts
    17. Winter Sports Enthusiasts

9. Technology

  1. Mobile Enthusiasts  
  2. Social Media Enthusiasts
  3. Technophiles

10. Travel

  1. Business Travelers
  2. Travel Buffs
    1. Beachbound Travelers
    2. Family Vacationers
    3. Luxury Travelers
    4. Snowbound Travelers

11. Vehicles & Transportation

  1. Auto Enthusiasts
    1. Motorcycle Enthusiasts
    2. Performance & Luxury Vehicle Enthusiasts
    3. Truck & SUV Enthusiasts

In-Market Audiences

  1. Apparel & Accessories
    1. Activewear
    2. Costumes
    3. Eyewear
      1. Sunglasses
    4. Formal Wear
      1. Bridal Wear
      2. Suits & Business Attire
    5. Handbags
    6. Jewelry & Watches
      1. Fine Jewelry
      2. Watches
      3. Wedding & Engagement Rings
    7. Lingerie
    8. Luggage
  2. Men’s Apparel

    1. Outerwear
    2. Shoes
    3. Swimwear
    4. Wallets, Briefcases & Leather Goods
  1. Women’s Apparel

    1. Outerwear
    2. Shoes
    3. Swimwear
    4. Wallets, Purses & Handbags
  1. Autos & Vehicles
    1. Auto Parts & Accessories
      1. Auto Exterior Parts & Accessories
      2. Auto Interior Parts & Accessories
    2. Automotive Electronic Components
    3. Car Batteries
    4. Car Brakes
    5. Engine & Transmission
    6. High Performance & Aftermarket Auto Parts
    7. Wheels & Tires
    8. Auto Repair & Maintenance
      1. Brake Service & Repair
      2. Collision & Auto Body Repair
      3. Glass Repair & Replacement
      4. Oil Changes
      5. Transmission Repair
    9. Motor Vehicles
      1. Motor Vehicles (New)
      2. Motor Vehicles (Used)
      3. Motor Vehicles by Brand
        1. Acura
        2. Alfa Romeo
        3. Audi
        4. BMW
        5. Buick
        6. Cadillac
        7. Chevrolet
        8. Chrysler
        9. Citroën
        10. Dodge
        11. Fiat
        12. Ford
        13. GMC
        14. Honda
        15. Hyundai
        16. Infiniti
        17. Isuzu
        18. Jaguar
        19. Jeep
        20. Kia
        21. Land Rover
        22. Lexus
        23. Lincoln
        24. Maserati
        25. Mazda
        26. Mercedes-Benz
        27. Mini
        28. Mitsubishi
        29. Nissan
        30. Peugeot
        31. Porsche
        32. Ram Trucks
        33. Renault
        34. SEAT
        35. Scion
        36. Subaru
        37. Suzuki
        38. Tesla Motors
        39. Toyota
        40. Vauxhall-Opel
        41. Volkswagen
        42. Volvo
      4. Motor Vehicles by Type
        1. Classic Vehicles
      5. Compact Cars
        1. Compact Cars (New)
        2. Compact Cars (Used)
      6. Convertibles
        1. Convertibles (New)
        2. Convertibles (Used)
      7. Coupes
        1. Coupes (New)
        2. Coupes (Used)
      8. Crossovers
        1. Crossovers (New)
        2. Crossovers (Used)
      9. Diesel Vehicles
        1. Diesel Vehicles (New)
        2. Diesel Vehicles (Used)
      10. Hatchbacks
        1. Hatchbacks (New)
        2. Hatchbacks (Used)
      11. Hybrid & Alternative Vehicles
        1. Hybrid & Alternative Vehicles (New)
        2. Hybrid & Alternative Vehicles (Used)
      12. Luxury Vehicles
        1. Luxury Vehicles (New)
        2. Luxury Vehicles (Used)
      13. Microcars & Subcompacts
        1. Microcars & Subcompacts (New)
        2. Microcars & Subcompacts (Used)
      14. Motorcycles
        1. Motorcycles (New)
        2. Motorcycles (Used)
      15. Off-Road Vehicles
        1. Off-Road Vehicles (New)
        2. Off-Road Vehicles (Used)
      16. Pickup Trucks
        1. Pickup Trucks (New)
        2. Pickup Trucks (Used)
      17. SUVs
        1. SUVs (New)
        2. SUVs (Used)
      18. Scooters & Mopeds
        1. Scooters & Mopeds (New)
        2. Scooters & Mopeds (Used)
      19. Sedans
        1.  Sedans (New)
        2. Sedans (Used)
      20. Sports Cars
        1. Sports Cars (New)
        2. Sports Cars (Used)
      21. Station Wagons
        1. Station Wagons (New)
        2. Station Wagons (Used)
      22. Vans & Minivans
        1. Vans & Minivans (New)
        2. Vans & Minivans (Used)
      23. Vehicles (Other)
    10. Bicycles & Accessories
    11. Boats & Watercraft
    12. Campers & RVs
    13. Commercial Vehicles
  2. Baby & Children’s Products
    1. Baby & Children’s Apparel
    2. Baby & Toddler Apparel
    3. Children’s Apparel
    4. Child Car Seats
    5. Childcare & Education
      1. Childcare
      2. Early Childhood Education
    6. Diapers & Baby Hygiene Products
    7. Infant & Toddler Feeding
      1. Infant Feeding Supplies
      2. Toddler Meals
    8. Strollers & Baby Carriages
    9.  Toys & Games
  3. Beauty Products & Services

    1. Bath & Body Products
    2. Face Care Products
    3. Hair Care Products
    4. Makeup & Cosmetics
    5. Perfumes & Fragrances
    6. Spas & Beauty Services
    7. Tanning & Sun Care Products
  4. Business Services

    1. Advertising & Marketing Services
    2. SEO & SEM Services
    3. Business Financial Services
    4. Business Printing & Document Services
    5. Business Technology
    6. Enterprise Software
    7. CRM Solutions
    8. Collaboration & Conferencing Tools
    9. ERP Solutions
    10. Helpdesk & Customer Support Solutions
    11. Network Systems & Services
    12. Hosted Data & Cloud Storage
    13. Network & Enterprise Security
    14. Network Equipment & Virtualization
    15. Network Management
    16. Web Services
      1. Domain Registration
      2. Web Design & Development
      3. Web Hosting
    17. Corporate Event Planning
  5. Office Supplies

    1. Office Furniture
    2. Payment Processing & Merchant Services
      1. Payroll Services
      2. Staffing & Recruitment Services
    3. Computers & Peripherals
    4. Computer Accessories & Components
      1. Computer Monitors
      2. Memory & Storage
    5. Computers
      1. Desktop Computers
    6. Laptops & Notebooks
    7. Tablets & Ultraportable Devices
    8. Printers, Scanners & Faxes
    9. Consumer Electronics
  6. Audio

    1. Headphones & Headsets
    2. Pro Musician & DJ Equipment
    3. Speakers
    4. Stereo Systems
  7. Camcorders

    1. Cameras
    2. Camera Lenses
    3. Digital SLRs
  8. Game Consoles

    1. Nintendo Consoles
    2. Sony PlayStation
    3. Xbox
  9. Home Theater Systems

    1. Mobile Phone Accessories
    2. Mobile Phones
    3. Televisions
  10. Education

    1. Foreign Language Study
    2. Post-Secondary Education
    3. Arts & Design Education
    4. Business Education
    5. Cosmetology Education & Training
    6. Technology Education
    7. Primary & Secondary Schools (K-12)
    8. Study Abroad Programs
    9. Test Preparation & Tutoring
  11. Employment

    1. Accounting & Finance Jobs
    2. Career Consulting Services
    3. Clerical & Administrative Jobs
    4. Education Jobs
    5. Executive & Management Jobs
    6. Government & Public Sector Jobs
    7. Health & Medical Jobs
    8. IT & Technical Jobs
    9. Internships
    10. Legal Jobs
    11. Resumes & Portfolios
    12. Retail Jobs
    13. Sales & Marketing Jobs
    14. Temporary & Seasonal Jobs
  12. Event Tickets

    1. Concert & Music Festival Tickets
    2. Performing Arts Tickets
    3. Broadway & Theater Tickets
    4. Sports Tickets
      1. American Football Tickets
      2. Baseball Tickets
      3. Basketball Tickets
      4. Hockey Tickets
      5. Soccer Tickets
  13. Financial Services

    1. Banking Services
    2. Debit & Checking Services
    3. Savings Accounts
    4. Credit & Lending
    5. Auto Loans
    6. Business Loans
    7. Credit Cards
    8. Credit Reports & Monitoring Services
    9. Mortgage
    10. Home Equity Loans
    11. Home Purchase Loans
    12. Mortgage Refinancing
    13. Personal Loans
    14. Student Loans
    15. Financial Planning
    16. Estate Planning
    17. Retirement Planning
  14. Insurance

    1. Auto Insurance
    2. Health Insurance
    3. Home Insurance
    4. Life Insurance
    5. Travel Insurance
    6. Investment Services
    7. Tax Services
  15. Gifts & Occasions

    1. Flowers
    2. Gift Baskets
    3. Holiday & Seasonal Items
      1. Christmas Items & Decor
      2. Halloween Items & Decor
      3. Valentine’s Day Items & Decor
    4. Party Supplies & Planning
      1. Event Planning Services
      2. Party Supplies
      3. Personalized Gifts
      4. Photo & Video Services
        1. Event Photographers & Studios
        2. Photo Printing Services
      5. Wedding Planning
  16. Home & Garden

    1. Home & Garden Services
    2. Architectural Services
    3. Carpet Installation
    4. Door & Window Installation
    5. Electrician Services
    6. Flooring Services
    7. General Contracting & Remodeling Services
    8. Home Cleaning Services
    9. Home Inspection Services
    10. Interior Design & Decorating Services
    11. Landscape Design
    12. Locksmith Services
    13. Painting Services
    14. Pest Control Services
    15. Plumbing Services
    16. Roofing Services
    17. Home Appliances
      1. Cooking Ranges & Stoves
      2. Dishwashers
      3. Microwaves
      4. Refrigerators
    18. Small Appliances
      1. Coffee & Espresso Makers
      2. Juicers & Blenders
      3. Mixers
      4. Vacuums
      5. Washers & Dryers
    19. Home Decor
    20. Bedding
    21. Curtains & Window Treatments
    22. Fireplaces
    23. Lights & Fixtures
    24. Rugs & Carpets
    25. Home Furnishings
    26. Bedroom
      1. Beds & Bed Frames
      2. Mattresses
    27. Home Office
    28. Home Storage & Shelving
    29. Kitchen & Dining Room
    30. Living Room
    31. Nursery
    32. Home Improvement
    33. Flooring
    34. Kitchen & Bathroom Cabinets
    35. Kitchen & Bathroom Counters
    36. Paint
    37. Plumbing Fixtures
    38. Tools
    39. Home Security
    40. Outdoor Items
      1. BBQs & Grills
      2. Garden & Outdoor Furniture
      3. Lawn Mowers
      4. Pools & Spas
  17. Real Estate

    1. Commercial Properties
    2. Commercial Properties (For Rent)
    3. Commercial Properties (For Sale)
    4. Moving & Relocation
    5. Residential Properties
    6. Residential Properties (For Rent)
    7. Apartments (For Rent)
    8. Houses (For Rent)
    9. Residential Properties (For Sale)
    10. Apartments (For Sale)
    11. New Apartments (For Sale)
    12. Pre-owned Apartments (For Sale)
    13. Houses (For Sale)
    14. New Houses (For Sale)
    15. Pre-owned Houses (For Sale)
  18. Software

    1. Antivirus & Security Software
    2. Audio & Music Software
    3. Business & Productivity Software
    4. Design Software
    5. Drawing & Animation Software
    6. Photo Software
    7. Tax & Accounting Software
    8. Video Software
    9. Sports & Fitness
    10. Fitness Products & Services
  19. Exercise Equipment

    1. Fitness Classes & Personal Training Services
    2. Gyms & Athletic Clubs
    3. Outdoor Recreational Equipment
  20. Camping & Hiking Equipment

    1. Fishing Equipment
    2. Sporting Goods
    3. Golf Equipment
    4. Winter Sports Equipment & Accessories
  21. Telecom

    1. Cable & Satellite TV Providers
    2. Internet Service Providers
    3. Mobile Phone Service Providers
  22. Travel

    1. Air Travel
    2. Air Travel by Class
      1. Business & First Class
      2. Economy Class
    3. Bus & Rail Travel
    4. Car Rental
      1. Economy, Compact & Mid-size Car Rental
      2. Full-size & Standard Car Rental
      3. Luxury, Convertible & Specialty Car Rental
      4. Minivan & SUV Rental
    5. Cruises
    6. Hotels & Accommodations
    7. Hotels by Star Rating
      1. 1 & 2 Star Hotels
      2. 3 Star Hotels
      3. 4 Star Hotels
      4. 5 Star Hotels
    8. Vacation Rentals
    9. Sightseeing Tours & Tourist Attractions
    10. Trips by Destination
      1. Trips to {city name}
      2. Trips to {country name}
      3. Trips to {region name}
    11. Vacation Package


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