When should you use custom audiences?
Have you ever searched for something using a “keyword”? When you did that, you were likely provided a long list of searches that involve that keyword in one way or another. This is one way that advertisers create custom audiences that include other users with similar interests as you. There are a variety of factors that advertisers should consider when creating custom audiences based on affinity. I think demographics, knowledge of the audience’s interests, and display are the most important factors. How could you create a custom audience without really knowing who your audience is?
Here are some important factors to consider: