Complete List of Google Ads Audience Targeting Options [2022]

Here’s an updated list of all targeting options for google ads, specifically speaking, In-market audiences, demographics, and affinity audiences. For each, we’ve indicated which Google ads tool is supported – Gmail, Shopping ads, search ads, display (GDN), discovery and video.

Demographics

Education

Category	Sub-Category	Display	Gmail	Discovery	Search	Shopping	Video
Current College Students		X	✔	✔	✔	✔	✔
Highest Level of Educational Attainment	Advanced Degree	X	✔	✔	✔	✔	✔
	Bachelor's Degree	X	✔	✔	✔	✔	✔
	High School Graduate	X	✔	✔	✔	✔	✔

Employment

Category	Sub-Category	Display	Gmail	Discovery	Search	Shopping	Video
Company Size	Large Employer (1k-10k Employees)	X	X	X	✔	X	X
	Midsize Employer (250-999 Employees)	X	X	X	✔	X	X
	Small Employer (1-249 Employees)	X	X	X	✔	X	X
	Very Large Employer (10k+ Employees)	X	X	X	✔	X	X
Industry	Construction Industry	X	X	X	✔	X	X
	Education Sector	X	X	X	✔	X	X
	Financial Industry	X	X	X	✔	X	X
	Healthcare Industry	X	X	X	✔	X	X
	Hospitality Industry	X	X	X	✔	X	X
	Manufacturing Industry	X	X	X	✔	X	X
	Real Estate Industry	X	X	X	✔	X	X
	Technology Industry	X	X	X	✔	X	X

Homeownership Status

Category	Display	Gmail	Discovery	Search	Shopping	Video
Homeowners	X	✔	✔	✔	✔	✔
Renters	X	✔	✔	✔	✔	✔

Marital Status

Category	Display	Gmail	Discovery	Search	Shopping	Video
In a Relationship	X	✔	✔	✔	✔	✔
Married	X	✔	✔	✔	✔	✔
Single	X	✔	✔	✔	✔	✔

Parental Status

Category	Sub-Category	Display	Gmail	Discovery	Search	Shopping	Video
Parents	Parents of Grade-Schoolers (6-12 years)	X	✔	✔	✔	✔	✔
	Parents of Infants (0-1 years)	X	✔	✔	✔	✔	✔
	Parents of Preschoolers (4-5 years)	X	✔	✔	✔	✔	✔
	Parents of Teens (13-17 years)	X	✔	✔	✔	✔	✔
	Parents of Toddlers (1-3 years)	X	✔	✔	✔	✔	✔

Affinity Audiences

Affinity marketing includes marketing measures that use the relationship of a person to a larger group with similar interests. With affinity audiences, you can reach people based on a holistic picture of their lifestyles, passions, and habits.

Banking & Finance

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Banking & Finance		✔	✔	✔	✔	X	✔
	Avid Investors	✔	✔	✔	✔	X	✔

Beauty & Wellness

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Beauty Mavens		✔	✔	✔	✔	X	✔
Frequently Visits Salons		✔	✔	✔	✔	X	✔

Food & Dining

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Coffee Shop Regulars		✔	✔	✔	✔	X	✔
Cooking Enthusiasts		✔	✔	✔	✔	X	✔
	30 Minute Chefs	✔	✔	✔	✔	X	✔
	Aspiring Chefs	✔	✔	✔	✔	X	✔
Fast Food Cravers		✔	✔	✔	✔	X	✔
Foodies		✔	✔	✔	✔	X	✔
Frequently Dines Out		✔	✔	✔	✔	X	✔
	Frequently Eats Breakfast Out	✔	✔	✔	X	X	✔
	Frequently Eats Dinner Out	✔	✔	✔	X	X	✔
	Frequently Eats Lunch Out	✔	✔	✔	X	X	✔

Home & Garden

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Home & Garden		✔	✔	✔	✔	X	✔
	Do-It-Yourself	✔	✔	✔	✔	X	✔
	Home Decor Enthusiasts	✔	✔	✔	✔	X	✔

Lifestyles & Hobbies

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Art & Theater Aficionados		✔	✔	✔	✔	X	✔
Business Professionals		✔	✔	✔	✔	X	✔
Family-Focused		✔	✔	✔	✔	X	✔
Fashionistas		✔	✔	✔	✔	X	✔
Frequently Attends Live Events		✔	✔	✔	✔	X	✔
Green Living Enthusiasts		✔	✔	✔	✔	X	✔
Nightlife Enthusiasts		✔	✔	✔	✔	X	✔
Outdoor Enthusiasts		✔	✔	✔	✔	X	✔
Pet Lovers		✔	✔	✔	✔	X	✔
	Cat Lovers	✔	✔	✔	✔	X	✔
	Dog Lovers	✔	✔	✔	✔	X	✔
Shutterbugs		✔	✔	✔	✔	X	✔
Thrill Seekers		✔	✔	✔	✔	X	✔

Media & Entertainment

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Book Lovers		✔	✔	✔	✔	X	✔
Comics & Animation Fans		✔	✔	✔	✔	X	✔
Gamers		✔	✔	✔	✔	X	✔
	Action Game Fans	✔	✔	✔	✔	X	✔
	Adventure & Strategy Game Fans	✔	✔	✔	✔	X	✔
	Casual & Social Gamers	✔	✔	✔	✔	X	✔
	Driving & Racing Game Fans	✔	✔	✔	✔	X	✔
	Hardcore Gamers	✔	✔	✔	✔	X	✔
	Roleplaying Game Fans	✔	✔	✔	✔	X	✔
	Shooter Game Fans	✔	✔	✔	✔	X	✔
	Sports Game Fans	✔	✔	✔	✔	X	✔
Light TV Viewers		✔	X	✔	✔	X	✔
Movie Lovers		✔	✔	✔	✔	X	✔
	Action & Adventure Movie Fans	✔	✔	✔	✔	X	✔
	Comedy Movie Fans	✔	✔	✔	✔	X	✔
	Family Movie Fans	✔	✔	✔	✔	X	✔
	Horror Movie Fans	✔	✔	✔	✔	X	✔
	Romance & Drama Movie Fans	✔	✔	✔	✔	X	✔
	Sci-Fi & Fantasy Movie Fans	✔	✔	✔	✔	X	✔
	South Asian Film Fans	✔	✔	✔	✔	X	✔
Music Lovers		✔	✔	✔	✔	X	✔
	Blues Fans	✔	✔	✔	✔	X	✔
	Classical Music Enthusiasts	✔	✔	✔	✔	X	✔
	Country Music Fans	✔	✔	✔	✔	X	✔
	Electronic Dance Music Fans	✔	✔	✔	X	X	✔
	Folk & Traditional Music Enthusiasts	✔	✔	✔	✔	X	✔
	Indie & Alternative Rock Fans	✔	✔	✔	✔	X	✔
	Jazz Enthusiasts	✔	✔	✔	✔	X	✔
	Metalheads	✔	✔	✔	✔	X	✔
	Pop Music Fans	✔	✔	✔	✔	X	✔
	Rap & Hip Hop Fans	✔	✔	✔	✔	X	✔
	Rock Music Fans	✔	✔	✔	✔	X	✔
	Spanish-Language Music Fans	✔	✔	✔	✔	X	✔
	World Music Fans	✔	✔	✔	✔	X	✔
TV Lovers		✔	✔	✔	✔	X	✔
	Documentary & Non-Fiction TV Fans	✔	✔	✔	✔	X	✔
	Family Television Fans	✔	✔	✔	✔	X	✔
	Game, Reality & Talk Show Fans	✔	✔	✔	✔		✔
	Sci-Fi & Fantasy TV Fans	✔	✔	✔	✔	X	✔
	TV Comedy Fans	✔	✔	✔	✔	X	✔
	TV Drama Fans	✔	✔	✔	✔	X	✔

News & Politics

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Avid News Readers		✔	✔	✔	✔	X	✔
	Avid Business News Readers	✔	✔	✔	✔	X	✔
	Aid Local News Readers	✔	✔	✔	✔	X	✔
	Avid Political News Readers	✔	✔	✔	✔	X	✔
	Entertainment News Enthusiasts	✔	✔	✔	✔	X	✔
	Avid World News Readers	✔	✔	✔	✔	X	✔
	Men's Media Fans	✔	✔	✔	✔	X	✔
	Women's Media Fans	✔	✔	✔	✔	X	✔

Shoppers

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Bargain Hunters		✔	✔	✔	✔	X	✔
Luxury Shoppers		✔	✔	✔	✔	X	✔
Shopaholics		✔	✔	✔	✔	X	✔
Shoppers by Store Type	Convenience Store Shoppers	✔	✔	✔	X	X	✔
	Department Store Shoppers	✔	✔	✔	X	X	✔
	Grocery Shoppers	X	✔	✔	X	X	✔
	Superstore Shoppers	✔	✔	✔	X	X	✔
Value Shoppers		✔	✔	✔	✔	X	✔

Sports & Fitness

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Health & Fitness Buffs		✔	✔	✔	✔	X	✔
Sports Fans		✔	✔	✔	✔	X	✔
	American Football Fans	✔	✔	✔	✔	X	✔
	Australian Football Fans	✔	✔	✔	✔	X	✔
	Baseball Fans	✔	✔	✔	✔	X	✔
	Basketball Fans	✔	✔	✔	✔	X	✔
	Boating & Sailing Enthusiasts	✔	✔	✔	✔	X	✔
	Cricket Enthusiasts	✔	✔	✔	✔	X	✔
	Cycling Enthusiasts	✔	✔	✔	✔	X	✔
	Fight & Wrestling Fans	✔	✔	✔	✔	X	✔
	Golf Enthusiasts	✔	✔	✔	✔	X	✔
	Hockey Fans	✔	✔	✔	✔	X	✔
	Motor Sports Enthusiasts	✔	✔	✔	✔	X	✔
	Racquetball Enthusiasts	✔	✔	✔	✔	X	✔
	Rugby Enthusiasts	✔	✔	✔	✔	X	✔
	Running Enthusiasts	✔	✔	✔	✔	X	✔
	Skiing Enthusiasts	✔	✔	✔	✔	X	✔
	Soccer Fans	✔	✔	✔	✔	X	✔
	Swimming Enthusiasts	✔	✔	✔	✔	X	✔
	Tennis Enthusiasts	✔	✔	✔	✔	X	✔
	Water Sports Enthusiasts	✔	✔	✔	✔	X	✔
	Winter Sports Enthusiasts	✔	✔	✔	✔	X	✔

Technology

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Mobile Enthusiasts		✔	✔	✔	✔	X	✔
Social Media Enthusiasts		✔	✔	✔	✔	X	✔
Technophiles		✔	✔	✔	✔	X	✔
	Audiophiles	X	✔	X	✔	X	✔
	Cloud Services Power Users	✔	✔	X	✔	X	✔
	High-End Computer Aficionados	✔	✔	X	✔	X	✔
	Home Automation Enthusiasts	✔	✔	✔	✔	X	✔

Travel

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Business Travelers		✔	✔	X	✔	X	X
Travel Buffs		✔	✔	✔	✔	X	✔
	Beachbound Travelers	✔	✔	✔	✔	X	✔
	Family Vacationers	✔	✔	X	✔	X	✔
	Luxury Travelers	✔	✔	X	✔	X	✔
	Snowbound Travelers	✔	✔	X	✔	X	✔

Vehicles & Transportation

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Auto Enthusiasts		✔	✔	✔	✔	X	✔
	Motorcycle Enthusiasts	✔	✔	✔	✔	X	✔
	Performance & Luxury Vehicle Enthusiasts	✔	✔	✔	✔	X	✔
	Truck & SUV Enthusiasts	✔	✔	✔	✔	X	✔
Transportation Modes		✔	✔	X	✔	X	✔
	Public Transit Users	✔	✔	X	✔	X	✔
	Taxi Service Users	✔	✔	X	✔	X	✔

In-Market Audiences

With in-market audiences, you are able to understand when someone has the intent to purchase a product as opposed to when they’re simply interested in that category. In-market tools help you connect with consumers at the exact moment when they’re considering a purchase

Apparel & Accessories

Category	Sub-Category	Display	Gmail	Discovery	Search	Shopping	Video
Active-wear		✔	✔	✔	✔	X	✔
	Running Apparel	X	X	X	✔	X	✔
	Yoga Apparel	X	X	X	✔	X	✔
Backpacks		✔	X	X	X	X	X
Costumes		✔	✔	✔	✔	X	✔
Eyewear		✔	✔	X	✔	X	✔
	Eyeglasses & Contact Lenses	X	✔	X	X	X	✔
	Sunglasses	✔	✔	X	✔	X	✔
Formal Wear		✔	✔		✔	X	✔
	Bridal Wear	✔	✔	✔	✔	X	✔
	Suits & Business Attire	✔	✔	✔	✔	X	✔
Handbags		✔	✔	✔	✔	X	✔
Hats		✔	X	X	X	X	X
Jewelry & Watches		✔	✔	✔	✔	X	✔
	Fine Jewelry	✔	✔	✔	✔	X	✔
	Fine Jewelry/Necklaces	✔	✔	✔	✔	X	✔
	Watches	✔	✔	✔	✔	X	✔
	Wedding & Engagement Rings	✔	✔	✔	✔	X	✔
Lingerie		✔	✔	✔	✔	X	✔
Luggage		✔	✔	✔	✔	X	✔
Men's Apparel		✔	✔	✔	✔	X	✔
Outerwear		✔	✔	✔	✔	X	✔
Pants		✔	X	X	X	X	X
Shirts & Tops		✔	X	X	X	X	X
Shoes		✔	✔	✔	✔	X	✔
	Athletic Shoes	✔	✔	✔	✔	X	✔
	Boots	✔	✔	✔	✔	X	✔
	Dress Shoes	✔	✔	✔	✔	X	✔
Socks		✔	✔	X	✔	X	✔
Underwear		✔	✔	X	✔	X	✔
Swimwear		✔	✔	✔	✔	X	✔
Wallets, Briefcases & Leather Goods		✔	✔	✔	✔	X	✔
Women's Apparel		✔	✔	✔	✔	X	✔

Autos & Vehicles

Category	Sub-category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Auto Parts & Accessories			✔	✔	✔	✔	X	✔
	Auto Exterior Parts & Accessories		✔	✔	✔	✔	X	✔
	Auto Interior Parts & Accessories		✔	✔	✔	✔	X	✔
	Automotive Electronic Components		✔	✔	✔	✔	X	✔
	Car Batteries		✔	✔	✔	✔	X	✔
	Car Brakes		✔	✔	✔	✔	X	✔
	Engine & Transmission		✔	✔	✔	✔	X	✔
	High Performance & Aftermarket Auto Parts		✔	✔	✔	✔	X	✔
	Wheels & Tires		✔	✔	✔	✔	X	✔
Auto Repair & Maintenance			✔	✔	✔	✔	X	✔
	Brake Service & Repair		✔	✔	✔	✔	X	✔
	Collision & Auto Body Repair		✔	✔	✔	✔	X	✔
	Glass Repair & Replacement		✔	✔	✔	✔	X	✔
	Oil Changes		✔	✔	✔	✔	X	✔
	Transmission Repair		✔	✔	✔	✔	X	✔
Motor Vehicles			✔	✔	✔	✔	X	✔
	Motor Vehicles (New)		✔	✔	✔	✔	X	✔
	Motor Vehicles (Used)		✔	✔	✔	✔	X	✔
	Motor Vehicles by Brand	Acura, Alfa Romeo, Audi, BMW, Buick, Cadillac, Chevrolet, Chrysler, Citroen,Dodge, Fiat, Ford, GMC, Honda, Hyundai, Infiniti, Isuzu, Jaguar, Jeep, Kia, Land Rover, Lexus, Lincoln, Maserati, Mazda, Mercedes-Benz, Mini, Mitsubishi, Nissan, Peugeot, Porsche, Ram Trucks, Renault, Seat, Scion, Subaru, Suzuki, Tesla Motors, Toyota, Vauxhall-Opel, Volkswagen, Volvo	✔	✔	✔	✔	X	✔
	Motor Vehicles by Type (plus old & new segmentation)	Classic Vehicles	✔	✔	✔	✔	X	✔
		Compact Cars	✔	✔	✔	✔	X	✔
		Convertibles	✔	✔	✔	✔	X	✔
		Coupes	✔	✔	✔	✔	X	✔
		Crossovers	✔	✔	✔	✔	X	✔
		Diesel Vehicles	✔	✔	✔	✔	X	✔
		Hatchbacks	✔	✔	✔	✔	X	✔
		Hybrid & Alternative	✔	✔	✔	✔	X	✔
		Luxury Vehicles	✔	✔	✔	✔	X	✔
		Microcars & Subcompacts	✔	✔	✔	✔	X	✔
		Motorcycles	✔	✔	✔	✔	X	✔
		Off-Road Vehicles	✔	✔	✔	✔	X	✔
		Pickup Trucks	✔	✔	✔	✔	X	✔
		SUVs	✔	✔	✔	✔	X	✔
		Scooters & Mopeds	✔	✔	✔	✔	X	✔
		Sedans	✔	✔	✔	✔	X	✔
		Sports Cars	✔	✔	✔	✔	X	✔
		Station Wagons	✔	✔	✔	✔	X	✔
		Vans & Minivans	✔	✔	✔	✔	X	✔
Vehicles (Other)			✔	✔	✔	✔	X	✔
	Bicycles & Accessories		✔	✔	✔	✔	X	✔
	Boats & Watercraft		✔	✔	✔	✔	X	✔
	Campers & RVs		✔	✔	✔	✔	X	✔
	Commercial Vehicles		✔	✔	✔	✔	X	✔

Arts & Crafts Supplies

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Auto Parts & Accessories		✔	✔	X	✔	X	✔

Baby & Children’s Products

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Baby & Children's Apparel		✔	✔	✔	✔	X	✔
	Baby & Toddler Apparel	✔	✔	✔	✔	X	✔
	Children's Apparel	✔	✔	✔	✔	X	✔
Child Car Seats		✔	✔	✔	✔	X	✔
Childcare & Education		✔	✔	✔	✔	X	✔
	Childcare	✔	✔	✔	✔	X	✔
	Early Childhood Education	✔	✔	✔	✔	X	✔
Diapers & Baby Hygiene Products		✔	✔	✔	✔	X	✔
Infant & Toddler Feeding		✔	✔	✔	✔	X	✔
	Infant Feeding Supplies	✔	✔	✔	✔	X	✔
	Toddler Meals	✔	✔	✔	✔	X	✔
Strollers & Baby Carriages		✔	✔	✔	✔	X	✔
Toys & Games		✔	✔	✔	✔	X	✔

Beauty Products & Services

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Beauty Products & Services		✔	✔	✔	✔	X	✔
Bath & Body Products		✔	✔	✔	✔	X	✔
Face Care Products		✔	✔	✔	✔	X	✔
	Anti-Aging Skin Care Products	✔	X	X	X	X	X
	Face Lotions & Moisturizers	✔	X	X	✔	X	✔
	Facial Cleansers & Makeup Removers	✔	X	X	✔	X	✔
Hair Care Products		✔	✔	✔	✔	X	✔
Makeup & Cosmetics		✔	✔	✔	✔	X	✔
	Eye Makeup	✔	X	X	✔	X	✔
	Face Makeup	✔	X	X	✔	X	✔
	Lip Makeup	✔	X	X	✔	X	✔
	Nail Care Products	✔	X	X	✔	X	✔
Perfumes & Fragrances		✔	✔	✔	✔	X	✔
Spas & Beauty Services		✔	✔	✔	✔	X	✔
	Manicures & Pedicures	X	X	X	✔	X	✔
Tanning & Sun Care Products		✔	✔	✔	✔	X	✔

Business & Industrial Products

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Business & Industrial Products		✔	✔	X	✔	X	✔
	Food Service Equipment	✔	✔	X	X	X	✔
	Material Handling Equipment	X	✔	X	X	X	✔
	Signage	✔	✔	X	X	X	X
	Work Safety Protective Gear	X	✔	X	X	X	✔

Business Services

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Advertising & Marketing Services		✔	✔	✔	✔	X	✔
	Email Marketing Services	X	X	X	✔	X	✔
	SEO & SEM Services	✔	✔	✔	✔	X	✔
Business Financial Services		✔	✔	✔	✔	X	✔
Business Printing & Document Services		✔	✔	✔	✔	X	✔
Business Technology		✔	✔	✔	✔	X	✔
	Enterprise Software (CRM Solutions, Collaboration & Conferencing Tools, ERP Solutions, Helpdesk & Customer Support Solutions)	✔	✔	✔	✔	X	✔
	Network Systems & Services (Hosted Data & Cloud Storage, Network & Enterprise Security ,Network Equipment & Virtualization, Network Management)	✔	✔	✔	✔	X	✔
	Web Services (Domain Registration, Web Design & Development, Web Hosting)	✔	✔	✔	✔	X	✔
Corporate Event Planning		✔	✔	✔	✔	X	✔
Office Supplies		✔	✔	✔	✔	X	✔
	Office Furniture	✔	✔	✔	✔	X	✔
Payment Processing & Merchant Services		✔	✔	✔	✔	X	✔
Payroll Services		✔	✔	✔	✔	X	✔
Physical Security & Access Control		X	X	X	✔	X	✔
Staffing & Recruitment Services		✔	✔	✔	✔	X	✔

Computers & Peripherals

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Computer Accessories & Components		✔	✔	✔	✔	X	✔
	Computer Monitors	✔	✔	✔	✔	X	✔
	Memory & Storage	✔	✔	✔	✔	X	✔
Computers		✔	✔	✔	✔	X	✔
	Desktop Computers	✔	✔	✔	✔	X	✔
	Laptops & Notebooks	✔	✔	✔	✔	X	✔
	Tablets & Ultraportable Devices	✔	✔	✔	✔	X	✔
Printers, Scanners & Faxes		✔	✔	✔	✔	X	✔

Consumer Electronics

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Audio		✔	✔	✔	✔	X	✔
	Car Audio	X	X	X	✔	X	✔
	Headphones & Headsets	✔	✔	X	✔	X	✔
	Pro Musician & DJ Equipment	✔	✔	✔	✔	X	✔
	Speakers	✔	✔	✔	✔	X	✔
	Stereo Systems	✔	✔	✔	✔	X	✔
Batteries		✔	✔	X	✔	X	✔
Camcorders		✔	✔	✔	✔	X	✔
Cameras		✔	✔	✔	✔	X	✔
	Camera Lenses	✔	✔	✔	✔	X	✔
	Digital SLRs	✔	✔	✔	✔	X	✔
Game Consoles		✔	✔	✔	✔	X	✔
	Nintendo Consoles	✔	✔	✔	✔	X	✔
	Sony PlayStation	✔	✔	✔	✔	X	✔
	Xbox	✔	✔	✔	✔	X	✔
Home Theater Systems		✔	✔	✔	✔	X	✔
		✔	✔	✔	✔	X	✔
Mobile Phone Accessories		✔	✔	X	✔	X	✔
Mobile Phones		✔	✔	✔	✔	X	✔
	Android Phones	X	X	X	X	X	✔
	iOS Phones	X	X	X	X	X	✔
Power Adapters & Chargers		X	✔	X	X	X	✔
Televisions		✔	✔	✔	✔	X	✔

Dating Services

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Dating Services		✔	✔	✔	✔	X	✔

Education

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Foreign Language Study		✔	✔	✔	✔	X	✔
Post-Secondary Education		✔	✔	✔	✔	X	✔
	Arts & Design Education	✔	✔	✔	✔	X	✔
	Business Education	✔	✔	✔	✔	X	✔
	Cosmetology Education & Training	✔	✔	✔	✔	X	✔
	Health Care Education	X		X	✔	X	✔
	Health Care Education- Nursing Education	X		X	✔	X	✔
	Technology Education	✔	✔	✔	✔	X	✔
Primary & Secondary Schools (K-12)		✔	✔	✔	✔	X	✔
Study Abroad Programs		✔	✔	✔	✔	X	✔
Test Preparation & Tutoring		✔	✔	✔	✔	X	✔

Employment

Category	Display	Gmail	Discovery	Search	Shopping	Video
Accounting & Finance Jobs	✔	✔	✔	✔	X	✔
Career Consulting Services	✔	✔	✔	✔	X	✔
Clerical & Administrative Jobs	✔	✔	✔	✔	X	✔
Education Jobs	✔	✔	✔	✔	X	✔
Executive & Management Jobs	✔	✔	✔	✔	X	✔
Government & Public Sector Jobs	✔	✔	✔	✔	X	✔
Health & Medical Jobs	✔	✔	✔	✔	X	✔
IT & Technical Jobs	✔	✔	✔	✔	X	✔
Internships	✔	✔	✔	✔	X	✔
Legal Jobs	✔	✔	✔	✔	X	✔
Resumes & Portfolios	✔	✔	✔	✔	X	✔
Retail Jobs	✔	✔	✔	✔	X	✔
Sales & Marketing Jobs	✔	✔	✔	✔	X	✔
Temporary & Seasonal Jobs	✔	✔	✔	✔	X	✔

Event Tickets

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Concert & Music Festival Tickets		✔	✔	✔	✔	X	✔
Performing Arts Tickets		✔	✔	✔	✔	X	✔
	Broadway & Theater Tickets	✔	✔	✔	✔	X	✔
Sports Tickets		✔	✔	✔	✔	X	✔
	American Football Tickets	✔	✔	✔	✔	X	✔
	Baseball Tickets	✔	✔	✔	✔	X	✔
	Basketball Tickets	✔	✔	✔	✔	X	✔
	Hockey Tickets	✔	✔	✔	✔	X	✔
	Soccer Tickets	✔	✔	✔	✔	X	✔

Financial Services

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Banking Services		✔	✔	✔	✔	X	✔
	Debit & Checking Services	✔	✔	✔	✔	X	✔
	Savings Accounts	✔	✔	✔	✔	X	✔
Credit & Lending		✔	✔	✔	✔	X	✔
	Auto Loans	✔	✔	✔	✔	X	✔
	Business Loans	✔	✔	✔	✔	X	✔
	Credit Cards	✔	✔	✔	✔	X	✔
	Credit Reports & Monitoring Services	✔	✔	✔	✔	X	✔
	Mortgage	✔	✔	✔	✔	X	✔
	Mortgage - Home Equity Loans	✔	✔	✔	✔	X	✔
	Mortgage - Home Purchase Loans	✔	✔	✔	✔	X	✔
	Mortgage - Mortgage Refinancing	✔	✔	✔	✔	X	✔
	Personal Loans	✔	✔	✔	✔	X	✔
	Student Loans	✔	✔	✔	✔	X	✔
Financial Planning		✔	✔	✔	✔	X	✔
	Estate Planning	✔	✔	✔	✔	X	✔
	Retirement Planning	✔	✔	✔	✔	X	✔
Insurance		✔	✔	✔	✔	X	✔
	Auto Insurance	✔	✔	✔	✔	X	✔
	Health Insurance	✔	✔	✔	✔	X	✔
	Home Insurance	✔	✔	✔	✔	X	✔
	Life Insurance	✔	✔	✔	✔	X	✔
	Travel Insurance	✔	✔	✔	✔	X	✔
	Investment Services	✔	✔	✔	✔	X	✔
	Tax Services	✔	✔	✔	✔	X	✔

Food

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Food		X	✔	X	✔	X	✔
	Baked Goods	X	✔	X	✔	X	✔
	Candy & Chocolate	X	✔	X	✔	X	✔
	Condiments & Sauces	X	✔	X	X	X	✔
	Cooking & Baking Ingredients	X	✔	X	X	X	✔

Gifts & Occasions

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Gifts & Occasions		✔	✔	✔	✔	X	✔
Flowers		✔	✔	✔	✔	X	✔
Gift Baskets		✔	✔	✔	✔	X	✔
Holiday & Seasonal Items		✔	✔	✔	✔	X	✔
	Christmas Items & Decor	✔	✔	✔	✔	X	✔
	Halloween Items & Decor	✔	✔	✔	✔	X	✔
	Valentine's Day Items & Decor	✔	✔	✔	✔	X	✔
Party Supplies & Planning		✔	✔	✔	✔	X	✔
	Event Planning Services	✔	✔	✔	✔	X	✔
	Party Supplies	✔	✔	✔	✔	X	✔
Personalized Gifts		✔	✔	✔	✔	X	✔
Photo & Video Services		✔	✔	✔	✔	X	✔
	Event Photographers & Studios	✔	✔	✔	✔	X	✔
	Photo Printing Services	✔	✔	✔	✔	X	✔
Wedding Planning		✔	✔	✔	✔	X	✔

Home & Garden

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Home & Garden		✔	✔	✔	✔	X	✔
Cookware & Bakeware		✔	✔	X	✔	X	✔
Home & Garden Services		✔	✔	✔	✔	X	✔
	Architectural Services	✔	✔	✔	✔	X	✔
	Carpet Installation	✔	✔	✔	✔	X	✔
	Door & Window Installation	✔	✔	✔	✔	X	✔
	Electrician Services	✔	✔	✔	✔	X	✔
	Flooring Services	✔	✔	✔	✔	X	✔
	General Contracting & Remodeling Services	✔	✔	✔	✔	X	✔
	Home Cleaning Services	✔	✔	✔	✔	X	✔
	Home Inspection Services	✔	✔	✔	✔	X	✔
	Interior Design & Decorating Services	✔	✔	✔	✔	X	✔
	Landscape Design	✔	✔	✔	✔	X	✔
	Lawn & Garden Maintenance	X	X	X	✔	X	✔
	Locksmith Services	✔	✔	✔	✔	X	✔
	Painting Services	✔	✔	✔	✔	X	✔
	Pest Control Services	✔	✔	✔	✔	X	✔
	Plumbing Services	✔	✔	✔	✔	X	✔
	Roofing Services	✔	✔	✔	✔	X	✔
Home Appliances		✔	✔	✔	✔	X	✔
	Climate Control Appliances	✔	✔	X	✔	X	✔
	Climate Control Appliances - Air Conditioners	✔	✔	X	X	X	✔
	Climate Control Appliances - Fans	✔	X	X	X	X	✔
	Cooking Ranges & Stoves	✔	✔	✔	✔	X	✔
	Dishwashers	✔	✔	✔	✔	X	✔
	Kitchen Appliance Accessories	X	✔	X	✔	X	✔
	Kitchen Appliance Accessories - Coffee Maker & Espresso Machine Accessories	X	✔	X	X	X	✔
	Kitchen Appliance Accessories - Mixer & Blender Accessories	X	✔	X	X	X	✔
	Kitchen Appliance Accessories - Refrigerator Accessories	X	✔	X	X	X	✔
	Microwaves	✔	✔	✔	✔	X	✔
	Refrigerators	✔	✔	✔	✔	X	✔
	Small Appliances	✔	✔	✔	✔	X	✔
	Small Appliances - Coffee & Espresso Makers	✔	✔	✔	✔	X	✔
	Small Appliances - Juicers & Blenders	✔	✔	✔	✔	X	✔
	Small Appliances- Mixers	✔	✔	✔	✔	X	✔
	Vacuums	✔	✔	✔	✔	X	✔
	Washers & Dryers	✔	✔	✔	✔	X	✔
Home Decor		✔	✔	✔	✔	X	✔
	Bedding	✔	✔	X	✔	X	✔
	Curtains & Window Treatments	✔	✔	✔	✔	X	✔
	Curtains & Window Treatments - Curtains & Drapes	X	✔	X	X	X	✔
	Curtains & Window Treatments - Window Blinds & Shades	X	✔	X	X	X	✔
	Fine Art	X	✔	X	✔	X	✔
	Fireplaces	✔	✔	✔	✔	X	✔
	Lights & Fixtures	✔	✔	✔	✔	X	✔
	Lights & Fixtures - Ceiling Light Fixtures	X	✔	X	✔	X	✔
	Lights & Fixtures - Wall Light Fixtures	X	✔	X	X	X	✔
	Linens	X	✔	X	X	X	✔
	Rugs & Carpets	✔	✔	✔	✔	X	✔
Home Furnishings		✔	✔	✔	✔	X	✔
	Bedroom	✔	✔	✔	✔	X	✔
	Bedroom - Beds & Bed Frames	✔	✔	X	✔	X	✔
	Bedroom - Mattresses	✔	✔	X	✔	X	✔
	Home Office	✔	✔	✔	✔	X	✔
	Home Office - Desks	X	X	X	X	X	X
	Home Office - Office Chairs	X	✔	X	X	X	✔
	Home Storage & Shelving	✔	✔	✔	✔	X	✔
	Kitchen & Dining Room	✔	✔	✔	✔	X	✔
	Kitchen & Dining Room - Kitchen & Dining Room Chairs	X	✔	X	X	X	✔
	Kitchen & Dining Room - Kitchen & Dining Room Tables	X	✔	X	✔	X	✔
	Kitchen & Dining Room - Stools	X	✔	X	X	X	✔
	Living Room	✔	✔	✔	✔	X	✔
	Living Room - Accent Tables	✔	X	X	X	X	X
	Living Room - Sofas	✔	X	X	X	X	X
	Nursery	✔	✔	✔	✔	X	✔
Home Improvement		✔	✔	✔	✔	X	✔
	Flooring	✔	✔	✔	X	X	✔
	Kitchen & Bathroom Cabinets	✔	✔	✔	✔	X	✔
	Kitchen & Bathroom Counters	✔	✔	✔	✔	X	✔
	Paint	✔	✔	✔	✔	X	✔
	Plumbing Fixture Hardware & Parts	X	✔	X	✔	X	✔
	Plumbing Fixtures	✔	✔	✔	✔	X	✔
	Power & Electrical Supplies	X	✔	X	✔	X	✔
	Tools	✔	✔	✔	✔	X	✔
	Tools - Measuring Tools & Sensors	X	✔	X	X	X	✔
Home Security		✔	✔	✔	✔	X	✔
Household Supplies		✔	✔	X	✔	X	✔
	Household Cleaning Supplies	✔	✔	X	✔	X	✔
	Pest Control Supplies	✔	✔	X	X	X	✔
Kitchen Tools & Utensils		✔	X	X	X	X	X
Outdoor Items		✔	✔	✔	✔	X	✔
	BBQ & Grill Accessories	X	✔	X	✔	X	✔
	BBQs & Grills	✔	✔	✔	✔	X	✔
	Garden & Outdoor Furniture	✔	✔	✔	✔	X	✔
	Garden & Outdoor Furniture - Outdoor Furniture Sets	X	✔	X	✔	X	✔
	Garden Sheds & Outdoor Structures	✔	✔	X	✔	X	✔
	Lawn Care & Gardening Supplies	✔	✔	X	✔	X	✔
	Lawn Mowers	✔	✔	✔	✔	X	✔
	Pools & Spas	✔	✔	✔	✔	X	✔
Pet Supplies		✔	✔	X	✔	X	✔
	Cat Food & Supplies	✔	X	X	X	X	✔
	Dog Food & Supplies	✔	X	X	X	X	✔
Tableware		✔	✔	X	✔	X	✔

Media

Category	Display	Gmail	Discovery	Search	Shopping	Video
Media	X	✔	X	✔	X	✔
Audio Streaming Subscription Services	X	X	X	X	X	X
Books	X	✔	X	✔	X	✔
DVDs & Videos	X	✔	X	✔	X	✔
Video Games	X	✔	X	✔	X	✔
Video Streaming Subscription Services	X	X	✔	X	X	X

Musical Instruments & Accessories

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Musical Instruments & Accessories		✔	✔	X	✔	X	✔

Political Causes (US Elections)

Category	Display	Gmail	Discovery	Search	Shopping	Video
Political Causes (US Elections)	X	X	X	X	X	X
Political Contributions (Left-Leaning US Candidates & Causes)	X	X	X	X	X	X
Political Contributions (Right-Leaning US Candidates & Causes)	X	X	X	X	X	X
Political Volunteering (Left-Leaning US Candidates & Causes)	X	X	X	X	X	X
Political Volunteering (Right-Leaning US Candidates & Causes)	X	X	X	X	X	X

Real Estate

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Real Estate		✔	✔	✔	✔	X	✔
Commercial Properties		✔	✔	✔	✔	X	✔
	Commercial Properties (For Rent)	✔	✔	✔	✔	X	✔
	Commercial Properties (For Sale)	✔	✔	✔	✔	X	✔
Moving & Relocation		✔	✔	✔	✔	X	✔
Residential Properties		✔	✔	✔	✔	X	✔
	Residential Properties (For Rent)	✔	✔	✔	✔	X	✔
	Residential Apartments (For Rent)	✔	✔	✔	✔	X	✔
	Residential Furnished Apartments (For Rent)	X	X	X	✔	X	✔
	Residential Unfurnished Apartments (For Rent)	X	X	X	✔	X	✔
	Residential Houses (For Rent)/	✔	✔	✔	✔	X	✔
	Residential Properties (For Sale)	✔	✔	✔	✔	X	✔
	Residential Apartments (For Sale)	✔	✔	✔	✔	X	✔
	Residential Properties (For Sale)/Apartments (For Sale)/New Apartments (For Sale)	✔	✔	✔	✔	X	✔
	Residential Properties (For Sale)/Apartments (For Sale)/Preowned Apartments (For Sale)	✔	✔	✔	✔	X	✔
	Residential Houses (For Sale)	✔	✔	✔	✔	X	✔
	Residential New Houses (For Sale)	✔	✔	✔	✔	X	✔
	Residential Preowned Houses (For Sale)	✔	✔	✔	✔	X	✔

Software

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Software		✔	✔	✔	✔	X	✔
Antivirus & Security Software		✔	✔	✔	✔	X	✔
Audio & Music Software		✔	✔	✔	✔	X	✔
Business & Productivity Software		✔	✔	✔	✔	X	✔
Design Software		✔	✔	✔	✔	X	✔
	Drawing & Animation Software	✔	✔	✔	✔	X	✔
	Photo Software	✔	✔	✔	✔	X	✔
Tax & Accounting Software		✔	✔	✔	✔	X	✔
Video Software		✔	✔	✔	✔	X	✔

Sports & Fitness

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Sports & Fitness		✔	✔	✔	✔	X	✔
Fitness Products & Services		✔	✔	✔	✔	X	✔
	Exercise Equipment	✔	✔	✔	✔	X	✔
	-- Fitness Technology Products	✔	X	X	X	X	✔
	-- Weights & Strength Training Equipment	✔	X	X	✔	X	✔
	Fitness Classes & Personal Training Services	✔	✔	✔	✔	X	✔
	Gyms & Athletic Clubs	✔	✔	✔	✔	X	✔
Outdoor Recreational Equipment		✔	✔	✔	✔	X	✔
	Camping & Hiking Equipment	✔	✔	✔	✔	X	✔
	Fishing Equipment	✔	✔	✔	✔	X	✔
Sporting Goods		✔	✔	✔	✔	X	✔
	Baseball Equipment	X	X	X	✔	X	✔
	Golf Equipment	✔	✔	✔	✔	X	✔
	Hockey Equipment	X	X	X	✔	X	✔
	Skateboarding Equipment	X	X	X	✔	X	✔
	Soccer Equipment	X	X	X	✔	X	✔
	Water Activities Equipment & Accessories	X	X	X	✔	X	✔
	Winter Sports Equipment & Accessories	✔	✔	✔	✔	X	✔

Telecom

Category	Display	Gmail	Discovery	Search	Shopping	Video
Telecom	✔	✔	✔	✔	X	✔
Cable & Satellite TV Providers	✔	✔	✔	✔	X	✔
Internet Service Providers	✔	✔	✔	✔	X	✔
Mobile Phone Service Providers	✔	✔	✔	✔	X	✔

Travel

Category	Sub-category	Display	Gmail	Discovery	Search	Shopping	Video
Travel		✔	✔	✔	✔	X	✔
Air Travel		✔	✔	✔	✔	X	✔
	Air Travel by Class	✔	✔	✔	✔	X	✔
	-- Business & First Class	✔	✔	✔	✔	X	✔
	-- Economy Class	✔	✔	✔	✔	X	✔
Bus & Rail Travel		✔	✔	✔	✔	X	✔
Car Rental		✔	✔	✔	✔	X	✔
	Economy, Compact & Mid-size Car Rental	✔	✔	✔	✔	X	✔
	Full-size & Standard Car Rental	✔	✔	✔	✔	X	✔
	Luxury, Convertible & Specialty Car Rental	✔	✔	✔	✔	X	✔
	Minivan & SUV Rental	✔	✔	✔	✔	X	✔
Cruises		✔	✔	✔	✔	X	✔
Hotels & Accommodations		✔	✔	✔	✔	X	✔
	Hotels by Star Rating	✔	✔	✔	✔	X	✔
	-- 1 & 2 Star Hotels	✔	✔	✔	✔	X	✔
	-- 3 Star Hotels	✔	✔	✔	✔	X	✔
	-- 4 Star Hotels	✔	✔	✔	✔	X	✔
	-- 5 Star Hotels	✔	✔	✔	✔	X	✔
	Vacation Rentals	✔	✔	✔	✔	X	✔
Sightseeing Tours & Tourist Attractions		✔	✔	✔	✔	X	✔
Trips by Destination	(List of all sub continents, countries and major cities)	✔	✔	✔	✔	X	✔
Vacation Packages		✔	X	X	X	X	X

Complete List of Google Ads Audience Targeting Options [2022]

Demographics

Education

Employment

Homeownership Status

Marital Status

Parental Status

Affinity Audiences

Banking & Finance

Beauty & Wellness

Food & Dining

Home & Garden

Lifestyles & Hobbies

Media & Entertainment

News & Politics

Shoppers

Sports & Fitness

Technology

Travel

Vehicles & Transportation

In-Market Audiences

Apparel & Accessories

Autos & Vehicles

Arts & Crafts Supplies

Baby & Children’s Products

Beauty Products & Services

Business & Industrial Products

Business Services

Computers & Peripherals

Consumer Electronics

Dating Services

Education

Employment

Event Tickets

Financial Services

Food

Gifts & Occasions

Home & Garden

Media

Musical Instruments & Accessories

Political Causes (US Elections)

Real Estate

Software

Sports & Fitness

Telecom

Travel

What is Google Big Query

How Supermetrics Work

Why Google Shuts down Goo.gl