About audience reports in Search Ads 360

To help reach your intended audience, you can see how your ads perform for specific demographic groups, audience categories assembled by Google, remarketing lists collected by Campaign Manager 360, and remarketing lists collected by Google Ads. Once you understand which audiences are responding to your ads, you can adjust keywords, ad copy, or the content on your site to better match customer intent.

For example, you review an audience report for your back-to-school campaigns and see that women between the ages of 25 and 50 are responsible for the most conversions. You can then create campaigns with messages that appeal to women in the various age groups.

Floodlight conversions for all engine accounts

Search Ads 360 provides audience characteristics for Floodlight conversions (such as Actions, Trans, Revenue), which means that audience reports are available for all engine types that Search Ads 360 supports, as long as you're using Floodlight tags to track activity on your site.

Search Ads 360 doesn’t provide audience reports for other conversion tracking systems such as Google Ads Conversion Tracking, Google Analytics, or Baidu conversion tracking.

See additional compatibility information, such as how cross-environment data, attribution models, and engine metrics affect the availability of audience reports.

Available audience characteristics

You can view conversion metrics for the following audiences:

• Gender (male or female)

• Age groups: 18-24, 25-34, 35-44, 45-54, 55-64, and 65+
  Audience members under the age of 18 are reported in the Unknown age group.

• Affinity categories: Interest groups such as Auto Enthusiasts, Foodies, Movie Lovers, Travel Buffs, and Shutterbugs. See the complete list of affinity categories.
  
  Search Ads 360 uses data from Floodlight to attribute conversions to affinity categories. Search Ads 360 only reports on the affinity categories created by Campaign Manager 360. Search Ads 360 does not report on affinity or other audience targeting you may be using in Google Ads or other engines. For example, if you sign into Google Ads and target an ad group to a specific affinity group, Search Ads 360 does not show the affinity targets.

• In-market segments: Customers who are researching products and actively considering buying a service or product in particular business verticals such as “Travel/Hotels & Accommodations” or “Consumer Electronics/Mobile Phones”. See the complete list of in-market segments.
  
  Search Ads 360 uses data from Floodlight to attribute conversions to in-market segments. Search Ads 360 only reports on the in-market segments created by Campaign Manager 360. Search Ads 360 does not report on in-market segments or other audience targeting you may be using in Google Ads or other engines. For example, if you sign into Google Ads and target an ad group to a specific in-market segment, Search Ads 360 does not show in-market segment targets.

• Display remarketing:

  If you use Campaign Manager 360 to manage your display advertising, you can sign into Campaign Manager 360 and create audience lists of visitors who complete a Floodlight activity on your site. In Search Ads 360, you can see which Campaign Manager 360 audience lists are also responding to your search ads. If you see that a display audience generates paid search conversions at a significantly different rate from other audiences, you may be able to increase the efficiency of your search campaigns by setting up search remarketing targets for this audience.

  For example, Campaign Manager 360 collects an audience of visitors who land on the "Winter jackets sale" page. If Search Ads 360 shows that this audience later clicks your search ads and converts at a significantly lower cost, you may see more conversions if you use search remarketing targets to increase bids for this audience.

• Google Ads remarketing lists for search ads (Engine remarketing lists):
  You can create and report on the remarketing targets in Search Ads 360. The remarketing lists can be set up in Search Ads 360 or in Google Ads.

Types of audience reports in Search Ads 360

You can view audience reports in a couple of different ways:

• Segments: To see which campaigns and ad groups perform better or worse for particular audiences, you can segment campaign and ad group reports by audience.
  
  For example, you may see that the "Weeknight - ABC" ad group in the "Google Ads - Central" engine account generated more conversions from "TV Comedy Fans" than "Weeknight - ABC" in "Google Ads - Pacific".
  

• Dimensions: To see which audiences a particular campaign or ad group is reaching the most, you can group (dimension) reporting data by audience.
  
  For example, you may see that the "Weekend - late" ad group generated more conversions from "Action & Adventure Movie Fans" than "Comedy Movie Fans".