Using audiences in Search to improve performance?

• A. Use audience targeting to tailor bids and ads (In-market, Custom Intent, Remarketing lists) for more relevant users and better conversion rates
• B. Audiences have no effect on performance
• C. Only use audiences for video campaigns
• D. Use audiences to replace keywords

Answer: (A)

Using audiences in Search campaigns lets you apply signals about who you’re reaching to adjust bids and tailor ads. This makes your bids more aggressive for users likely to convert and lets your ad copy align with their interests, which tends to raise relevance, click-through, and conversion rates. For example, remarketing lists reach people who’ve already interacted with your site, so you can bid higher for past visitors or show messages that address their previous activity. In-market audiences capture people actively researching or comparing products in your category, enabling you to reflect their intent in your bids and messaging. Custom Intent audiences let you define specific signals around what people are currently searching for, even if they haven’t visited your site yet. When used alongside keywords, these audiences help you reach the right people at the right moment and can improve performance by delivering more relevant ads and stronger conversion potential. They should be layered with keywords rather than replacing them, and you can apply bid adjustments or tailored creative to further optimize outcomes.