Digital Gurus

Affinity audience

An affinity audience is a group of people Google judges to have a lasting interest or habit, such as cooking, fitness or coffee, from their browsing over time.

Reviewed by Chris Day, COO Last reviewed

In-market Researching a purchase now e.g. Office supplies

Bought

Affinity A long-term interest e.g. Coffee shop regulars

12 weeks ago This week

Twelve weeks of signals, one dot per search or visit. Affinity interest runs steadily; in-market activity peaks before a purchase.

What it means for your advertising

Affinity segments describe who someone is over months, rather than what they're buying this week. Coffee shop regulars, business professionals and home decor enthusiasts are examples. They suit reaching people whose tastes fit your business before they need you.

Because the interest is general, an affinity audience is broader and further from a sale than an in-market audience. The two work well together: affinity for who your customers are, in-market for when they're ready to buy.

Facebook and Instagram offer similar interest targeting, built from what people follow and engage with on those platforms.

An example

Java Roasters' home coffee profile includes coffee shop regulars: people who visit cafés often and read about coffee. They aren't shopping for beans today, but they're the kind of people who subscribe.

Java Roasters is a fictional business, and its figures are illustrative.

How we handle it

Affinity segments from your profile are added to your Google Search campaign automatically, next to the in-market ones. On Facebook and Instagram, our team sets up matching interests on the platform. More on Facebook & Instagram advertising.

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