Complete List of Google Ads Audience Targeting Options [2019]

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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

CategorySub-CategoryDisplayGmailDiscoverySearchShoppingVideo
Current College StudentsX
Highest Level of Educational AttainmentAdvanced DegreeX
Bachelor's DegreeX
High School GraduateX

Employment

CategorySub-CategoryDisplayGmailDiscoverySearchShoppingVideo
Company SizeLarge Employer (1k-10k Employees)XXXXX
Midsize Employer (250-999 Employees)XXXXX
Small Employer (1-249 Employees)XXXXX
Very Large Employer (10k+ Employees)XXXXX
IndustryConstruction IndustryXXXXX
Education SectorXXXXX
Financial IndustryXXXXX
Healthcare IndustryXXXXX
Hospitality IndustryXXXXX
Manufacturing IndustryXXXXX
Real Estate IndustryXXXXX
Technology IndustryXXXXX

Homeownership Status

CategoryDisplayGmailDiscoverySearchShoppingVideo
HomeownersX
RentersX

Marital Status

CategoryDisplayGmailDiscoverySearchShoppingVideo
In a RelationshipX
MarriedX
SingleX

Parental Status

CategorySub-CategoryDisplayGmailDiscoverySearchShoppingVideo
ParentsParents 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

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Banking & FinanceX
Avid InvestorsX

Beauty & Wellness

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Beauty MavensX
Frequently Visits SalonsX

Food & Dining

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Coffee Shop RegularsX
Cooking EnthusiastsX
30 Minute ChefsX
Aspiring ChefsX
Fast Food CraversX
FoodiesX
Frequently Dines OutX
Frequently Eats Breakfast OutXX
Frequently Eats Dinner OutXX
Frequently Eats Lunch OutXX

Home & Garden

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Home & GardenX
Do-It-YourselfX
Home Decor EnthusiastsX

Lifestyles & Hobbies

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Art & Theater AficionadosX
Business ProfessionalsX
Family-FocusedX
FashionistasX
Frequently Attends Live EventsX
Green Living EnthusiastsX
Nightlife EnthusiastsX
Outdoor EnthusiastsX
Pet LoversX
Cat LoversX
Dog LoversX
ShutterbugsX
Thrill SeekersX

Media & Entertainment

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Book LoversX
Comics & Animation FansX
GamersX
Action Game FansX
Adventure & Strategy Game FansX
Casual & Social GamersX
Driving & Racing Game FansX
Hardcore GamersX
Roleplaying Game FansX
Shooter Game FansX
Sports Game FansX
Light TV ViewersXX
Movie LoversX
Action & Adventure Movie FansX
Comedy Movie FansX
Family Movie FansX
Horror Movie FansX
Romance & Drama Movie FansX
Sci-Fi & Fantasy Movie FansX
South Asian Film FansX
Music LoversX
Blues FansX
Classical Music EnthusiastsX
Country Music FansX
Electronic Dance Music FansXX
Folk & Traditional Music EnthusiastsX
Indie & Alternative Rock FansX
Jazz EnthusiastsX
MetalheadsX
Pop Music FansX
Rap & Hip Hop FansX
Rock Music FansX
Spanish-Language Music FansX
World Music FansX
TV LoversX
Documentary & Non-Fiction TV FansX
Family Television FansX
Game, Reality & Talk Show Fans
Sci-Fi & Fantasy TV FansX
TV Comedy FansX
TV Drama FansX

News & Politics

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Avid News ReadersX
Avid Business News ReadersX
Aid Local News ReadersX
Avid Political News ReadersX
Entertainment News EnthusiastsX
Avid World News ReadersX
Men's Media FansX
Women's Media FansX

Shoppers

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Bargain HuntersX
Luxury ShoppersX
ShopaholicsX
Shoppers by Store TypeConvenience Store ShoppersXX
Department Store ShoppersXX
Grocery ShoppersXXX
Superstore ShoppersXX
Value ShoppersX

Sports & Fitness

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Health & Fitness BuffsX
Sports FansX
American Football FansX
Australian Football FansX
Baseball FansX
Basketball FansX
Boating & Sailing EnthusiastsX
Cricket EnthusiastsX
Cycling EnthusiastsX
Fight & Wrestling FansX
Golf EnthusiastsX
Hockey FansX
Motor Sports EnthusiastsX
Racquetball EnthusiastsX
Rugby EnthusiastsX
Running EnthusiastsX
Skiing EnthusiastsX
Soccer FansX
Swimming EnthusiastsX
Tennis EnthusiastsX
Water Sports EnthusiastsX
Winter Sports EnthusiastsX

Technology

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Mobile Enthusiasts X
Social Media EnthusiastsX
TechnophilesX
AudiophilesXXX
Cloud Services Power UsersXX
High-End Computer AficionadosXX
Home Automation EnthusiastsX

Travel

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Business Travelers XXX
Travel BuffsX
Beachbound TravelersX
Family VacationersXX
Luxury TravelersXX
Snowbound TravelersXX

Vehicles & Transportation

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Auto Enthusiasts X
Motorcycle EnthusiastsX
Performance & Luxury Vehicle EnthusiastsX
Truck & SUV EnthusiastsX
Transportation ModesXX
Public Transit UsersXX
Taxi Service UsersXX

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

CategorySub-CategoryDisplayGmailDiscoverySearchShoppingVideo
Active-wearX
Running ApparelXXXX
Yoga ApparelXXXX
BackpacksXXXXX
CostumesX
EyewearXX
Eyeglasses & Contact LensesXXXX
SunglassesXX
Formal WearX
Bridal WearX
Suits & Business AttireX
HandbagsX
HatsXXXXX
Jewelry & WatchesX
Fine JewelryX
Fine Jewelry/NecklacesX
WatchesX
Wedding & Engagement RingsX
LingerieX
LuggageX
Men's ApparelX
OuterwearX
PantsXXXXX
Shirts & TopsXXXXX
ShoesX
Athletic ShoesX
BootsX
Dress ShoesX
SocksXX
UnderwearXX
SwimwearX
Wallets, Briefcases & Leather GoodsX
Women's ApparelX

Autos & Vehicles

CategorySub-categorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Auto Parts & AccessoriesX
Auto Exterior Parts & AccessoriesX
Auto Interior Parts & AccessoriesX
Automotive Electronic ComponentsX
Car BatteriesX
Car BrakesX
Engine & TransmissionX
High Performance & Aftermarket Auto PartsX
Wheels & TiresX
Auto Repair & MaintenanceX
Brake Service & RepairX
Collision & Auto Body RepairX
Glass Repair & ReplacementX
Oil ChangesX
Transmission RepairX
Motor VehiclesX
Motor Vehicles (New)X
Motor Vehicles (Used)X
Motor Vehicles by BrandAcura, 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, VolvoX
Motor Vehicles by Type (plus old & new segmentation)Classic VehiclesX
Compact CarsX
ConvertiblesX
CoupesX
CrossoversX
Diesel VehiclesX
HatchbacksX
Hybrid & AlternativeX
Luxury VehiclesX
Microcars & SubcompactsX
MotorcyclesX
Off-Road VehiclesX
Pickup TrucksX
SUVsX
Scooters & MopedsX
SedansX
Sports CarsX
Station WagonsX
Vans & MinivansX
Vehicles (Other)X
Bicycles & AccessoriesX
Boats & WatercraftX
Campers & RVsX
Commercial VehiclesX

Arts & Crafts Supplies

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Auto Parts & AccessoriesXX

Baby & Children’s Products

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Baby & Children's ApparelX
Baby & Toddler ApparelX
Children's ApparelX
Child Car SeatsX
Childcare & EducationX
ChildcareX
Early Childhood EducationX
Diapers & Baby Hygiene ProductsX
Infant & Toddler FeedingX
Infant Feeding SuppliesX
Toddler MealsX
Strollers & Baby CarriagesX
Toys & GamesX

Beauty Products & Services

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Beauty Products & ServicesX
Bath & Body ProductsX
Face Care ProductsX
Anti-Aging Skin Care ProductsXXXXX
Face Lotions & MoisturizersXXX
Facial Cleansers & Makeup RemoversXXX
Hair Care ProductsX
Makeup & CosmeticsX
Eye MakeupXXX
Face MakeupXXX
Lip MakeupXXX
Nail Care ProductsXXX
Perfumes & FragrancesX
Spas & Beauty ServicesX
Manicures & PedicuresXXXX
Tanning & Sun Care ProductsX

Business & Industrial Products

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Business & Industrial ProductsXX
Food Service EquipmentXXX
Material Handling EquipmentXXXX
SignageXXXX
Work Safety Protective GearXXXX

Business Services

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Advertising & Marketing ServicesX
Email Marketing ServicesXXXX
SEO & SEM ServicesX
Business Financial ServicesX
Business Printing & Document ServicesX
Business TechnologyX
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 PlanningX
Office SuppliesX
Office FurnitureX
Payment Processing & Merchant ServicesX
Payroll ServicesX
Physical Security & Access ControlXXXX
Staffing & Recruitment ServicesX

Computers & Peripherals

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Computer Accessories & ComponentsX
Computer MonitorsX
Memory & StorageX
ComputersX
Desktop ComputersX
Laptops & NotebooksX
Tablets & Ultraportable DevicesX
Printers, Scanners &
Faxes
X

Consumer Electronics

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
AudioX
Car AudioXXXX
Headphones & HeadsetsXX
Pro Musician & DJ EquipmentX
SpeakersX
Stereo SystemsX
BatteriesXX
CamcordersX
CamerasX
Camera LensesX
Digital SLRsX
Game ConsolesX
Nintendo ConsolesX
Sony PlayStationX
XboxX
Home Theater SystemsX
X
Mobile Phone AccessoriesXX
Mobile PhonesX
Android PhonesXXXXX
iOS PhonesXXXXX
Power Adapters & ChargersXXXX
TelevisionsX

Dating Services

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Dating ServicesX

Education

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Foreign Language StudyX
Post-Secondary EducationX
Arts & Design EducationX
Business EducationX
Cosmetology Education & TrainingX
Health Care EducationXXX
Health Care Education- Nursing EducationXXX
Technology EducationX
Primary & Secondary Schools (K-12)X
Study Abroad ProgramsX
Test Preparation & TutoringX

Employment

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Accounting & Finance JobsX
Career Consulting ServicesX
Clerical & Administrative JobsX
Education JobsX
Executive & Management JobsX
Government & Public Sector JobsX
Health & Medical JobsX
IT & Technical JobsX
InternshipsX
Legal JobsX
Resumes & PortfoliosX
Retail JobsX
Sales & Marketing JobsX
Temporary & Seasonal JobsX

Event Tickets

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Concert & Music Festival TicketsX
Performing Arts TicketsX
Broadway & Theater TicketsX
Sports TicketsX
American Football TicketsX
Baseball TicketsX
Basketball TicketsX
Hockey TicketsX
Soccer TicketsX

Financial Services

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Banking ServicesX
Debit & Checking ServicesX
Savings AccountsX
Credit & LendingX
Auto LoansX
Business LoansX
Credit CardsX
Credit Reports & Monitoring ServicesX
MortgageX
Mortgage - Home Equity LoansX
Mortgage - Home Purchase LoansX
Mortgage - Mortgage RefinancingX
Personal LoansX
Student LoansX
Financial PlanningX
Estate PlanningX
Retirement PlanningX
InsuranceX
Auto InsuranceX
Health InsuranceX
Home InsuranceX
Life InsuranceX
Travel InsuranceX
Investment ServicesX
Tax ServicesX

Food

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
FoodXXX
Baked GoodsXXX
Candy & ChocolateXXX
Condiments & SaucesXXXX
Cooking & Baking IngredientsXXXX

Gifts & Occasions

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Gifts & OccasionsX
FlowersX
Gift BasketsX
Holiday & Seasonal ItemsX
Christmas Items & DecorX
Halloween Items & DecorX
Valentine's Day Items & DecorX
Party Supplies & PlanningX
Event Planning ServicesX
Party SuppliesX
Personalized GiftsX
Photo & Video ServicesX
Event Photographers & StudiosX
Photo Printing ServicesX
Wedding PlanningX

Home & Garden

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Home & GardenX
Cookware & BakewareXX
Home & Garden ServicesX
Architectural ServicesX
Carpet InstallationX
Door & Window InstallationX
Electrician ServicesX
Flooring ServicesX
General Contracting & Remodeling ServicesX
Home Cleaning ServicesX
Home Inspection ServicesX
Interior Design & Decorating ServicesX
Landscape DesignX
Lawn & Garden MaintenanceXXXX
Locksmith ServicesX
Painting ServicesX
Pest Control ServicesX
Plumbing ServicesX
Roofing ServicesX
Home AppliancesX
Climate Control AppliancesXX
Climate Control Appliances - Air ConditionersXXX
Climate Control Appliances - FansXXXX
Cooking Ranges & StovesX
DishwashersX
Kitchen Appliance AccessoriesXXX
Kitchen Appliance Accessories - Coffee Maker & Espresso Machine AccessoriesXXXX
Kitchen Appliance Accessories - Mixer & Blender AccessoriesXXXX
Kitchen Appliance Accessories - Refrigerator AccessoriesXXXX
MicrowavesX
RefrigeratorsX
Small AppliancesX
Small Appliances - Coffee & Espresso MakersX
Small Appliances - Juicers & BlendersX
Small Appliances- MixersX
VacuumsX
Washers & DryersX
Home DecorX
BeddingXX
Curtains & Window TreatmentsX
Curtains & Window Treatments - Curtains & DrapesXXXX
Curtains & Window Treatments - Window Blinds & ShadesXXXX
Fine ArtXXX
FireplacesX
Lights & FixturesX
Lights & Fixtures - Ceiling Light FixturesXXX
Lights & Fixtures - Wall Light FixturesXXXX
LinensXXXX
Rugs & CarpetsX
Home FurnishingsX
BedroomX
Bedroom - Beds & Bed FramesXX
Bedroom - MattressesXX
Home OfficeX
Home Office - DesksXXXXXX
Home Office - Office ChairsXXXX
Home Storage & ShelvingX
Kitchen & Dining RoomX
Kitchen & Dining Room - Kitchen & Dining Room ChairsXXXX
Kitchen & Dining Room - Kitchen & Dining Room TablesXXX
Kitchen & Dining Room - StoolsXXXX
Living RoomX
Living Room - Accent TablesXXXXX
Living Room - SofasXXXXX
NurseryX
Home ImprovementX
FlooringXX
Kitchen & Bathroom CabinetsX
Kitchen & Bathroom CountersX
PaintX
Plumbing Fixture Hardware & PartsXXX
Plumbing FixturesX
Power & Electrical SuppliesXXX
ToolsX
Tools - Measuring Tools & SensorsXXXX
Home SecurityX
Household SuppliesXX
Household Cleaning SuppliesXX
Pest Control SuppliesXXX
Kitchen Tools & UtensilsXXXXX
Outdoor ItemsX
BBQ & Grill AccessoriesXXX
BBQs & GrillsX
Garden & Outdoor FurnitureX
Garden & Outdoor Furniture - Outdoor Furniture SetsXXX
Garden Sheds & Outdoor StructuresXX
Lawn Care & Gardening SuppliesXX
Lawn MowersX
Pools & SpasX
Pet SuppliesXX
Cat Food & SuppliesXXXX
Dog Food & SuppliesXXXX
TablewareXX

Media

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
MediaXXX
Audio Streaming Subscription ServicesXXXXXX
BooksXXX
DVDs & VideosXXX
Video GamesXXX
Video Streaming Subscription ServicesXXXXX

Musical Instruments & Accessories

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Musical Instruments & AccessoriesXX

Political Causes (US Elections)

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Political Causes (US Elections)XXXXXX
Political Contributions (Left-Leaning US Candidates & Causes)XXXXXX
Political Contributions (Right-Leaning US Candidates & Causes)XXXXXX
Political Volunteering (Left-Leaning US Candidates & Causes)XXXXXX
Political Volunteering (Right-Leaning US Candidates & Causes)XXXXXX

Real Estate

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Real EstateX
Commercial PropertiesX
Commercial Properties (For Rent)X
Commercial Properties (For Sale)X
Moving & RelocationX
Residential PropertiesX
Residential Properties (For Rent)X
Residential Apartments (For Rent)X
Residential Furnished Apartments (For Rent)XXXX
Residential Unfurnished Apartments (For Rent)XXXX
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

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
SoftwareX
Antivirus & Security SoftwareX
Audio & Music SoftwareX
Business & Productivity SoftwareX
Design SoftwareX
Drawing & Animation SoftwareX
Photo SoftwareX
Tax & Accounting SoftwareX
Video SoftwareX

Sports & Fitness

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
Sports & FitnessX
Fitness Products & ServicesX
Exercise EquipmentX
-- Fitness Technology ProductsXXXX
-- Weights & Strength Training EquipmentXXX
Fitness Classes & Personal Training ServicesX
Gyms & Athletic ClubsX
Outdoor Recreational EquipmentX
Camping & Hiking EquipmentX
Fishing EquipmentX
Sporting GoodsX
Baseball EquipmentXXXX
Golf EquipmentX
Hockey EquipmentXXXX
Skateboarding EquipmentXXXX
Soccer EquipmentXXXX
Water Activities Equipment & AccessoriesXXXX
Winter Sports Equipment & AccessoriesX

Telecom

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
TelecomX
Cable & Satellite TV ProvidersX
Internet Service ProvidersX
Mobile Phone Service ProvidersX

Travel

CategorySub-categoryDisplayGmailDiscoverySearchShoppingVideo
TravelX
Air TravelX
Air Travel by ClassX
-- Business & First ClassX
-- Economy ClassX
Bus & Rail TravelX
Car RentalX
Economy, Compact & Mid-size Car RentalX
Full-size & Standard Car RentalX
Luxury, Convertible & Specialty Car RentalX
Minivan & SUV RentalX
CruisesX
Hotels & AccommodationsX
Hotels by Star RatingX
-- 1 & 2 Star HotelsX
-- 3 Star HotelsX
-- 4 Star HotelsX
-- 5 Star HotelsX
Vacation RentalsX
Sightseeing Tours & Tourist AttractionsX
Trips by Destination(List of all sub continents, countries and major cities)X
Vacation PackagesXXXXX
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