You can create and target [audiences](https://support.google.com/google-ads/answer/11421388) and [audience
segments](https://support.google.com/google-ads/answer/2497941) to reach users based on who they are, their
interests and habits, what they are actively researching, or how they've
interacted with your business.

[Using your data](https://support.google.com/google-ads/answer/2453998) lets you advertise to users who have
previously visited your website, used your mobile app, or who are in your
databases such as [Customer Match](https://support.google.com/google-ads/answer/6379332), by showing them
relevant ads when they visit other sites or search with Google.

| Feature | `Audience` | Audience segments (`UserList`) |
|---|---|---|
| Composition | Combines segments, demographics, exclusions | Groups of people based on interests, data, interactions |
| Campaign support | Performance Max (signals), Demand Gen, App | Display, Search, Video, Hotel, Standard Shopping |
| API resource | [`Audience`](https://developers.google.com/google-ads/api/reference/rpc/v26/Audience) | [`UserList`](https://developers.google.com/google-ads/api/reference/rpc/v26/UserList) |
| Primary use case | Layered targeting, persona building | Direct targeting of specific groups |

## Audiences

An [`Audience`](https://developers.google.com/google-ads/api/reference/rpc/v26/Audience) (identified by the resource name
`customers/{customer_id}/audiences/{audience_id}`) is an effective targeting
option that lets you intersect different segment attributes, such as detailed
demographics and affinities, to create groups that represent sections of your
target segments. Audience targeting is supported for [Demand Gen](https://support.google.com/google-ads/answer/9176876)
and [App campaigns](https://support.google.com/google-ads/answer/6247380). For Performance Max campaigns, audiences are
attached as audience signals using [`AssetGroupSignal`](https://developers.google.com/google-ads/api/reference/rpc/v26/AssetGroupSignal).

Audiences are made up of audience segments and other audience dimensions,
including age, gender, household income, and parental status.

See the [Audiences guide](https://developers.google.com/google-ads/api/docs/remarketing/audiences) to get started on creating and
targeting audiences.

## Audience segments

[Audience segments](https://support.google.com/google-ads/answer/2497941), also known as user lists, are
groups of people with specific interests, intents, and demographic information,
as estimated by Google. Audience segment targeting is supported for Display,
Search, Video, Hotel, and Standard Shopping campaigns.

You can target audience segments directly by creating and targeting a
[`UserList`](https://developers.google.com/google-ads/api/reference/rpc/v26/UserList). See the [Get started with audience
segments](https://developers.google.com/google-ads/api/docs/remarketing/audience-segments/getting-started) guide to learn how to create and target audience
segments.

### Configure targeting settings

You can use the targeting setting on your ad group or campaign to specify
whether to narrow your ad group or campaign to only show to specific audience
segments or on specific content you've selected.

Configuring the targeting setting for "Observation" mode lets you monitor and
set custom bids for an audience segment without restricting your reach. Refer to
the [Targeting settings](https://developers.google.com/google-ads/api/docs/targeting/targeting-settings) guide for more information.

## Dynamic remarketing

[Dynamic remarketing](https://support.google.com/google-ads/answer/3124536) lets you further customize your
audience targeting by showing previous visitors ads that contain products and
services they viewed on your site. With messages tailored to your audience,
dynamic remarketing helps you build leads and sales by bringing previous
visitors back to your site or app to complete what they started. Dynamic
remarketing is available for Display Network, Performance Max, and App
campaigns.

See the [Dynamic remarketing overview](https://developers.google.com/google-ads/api/docs/dynamic-remarketing/overview) guide to get
started with dynamic remarketing campaigns in the Google Ads API.

## What's next

- [Create and manage audiences](https://developers.google.com/google-ads/api/docs/remarketing/audiences)
- [Get started with audience segments](https://developers.google.com/google-ads/api/docs/remarketing/audience-segments/getting-started)
- [Dynamic remarketing overview](https://developers.google.com/google-ads/api/docs/dynamic-remarketing/overview)