Free Stuff: The ZATO Google Ads Audience Targeting List of Affinity Categories & In-Market Segments

I want to start this post by introducing myself. My name is Chris (that’s me in the picture), I’m fairly new at ZATO but I’ve learned so much about coffee (and PPC) in my time here. I have a background in team-management and sales and I love being organized, efficient, and relentlessly optimistic. Here at ZATO, I’m tasked with growing and developing our new Google Ad’s for Small Budgets Program… But enough about me…


The ZATO Google Ads Audience Targeting List of Awesome

Let’s make this quick and to the point. We love running audience targeting here at ZATO and sometimes we need a complete list of Google’s Affinity Categories and In-Market Segments. The problem is, a full list is very hard to find. Until now!



ZATO Google Ads Audience Targeting List



Wait… What are Affinity Categories and In-Market Segments? What is audience targeting?

Here is Google’s definition of audience targeting: “You can add audience targeting to ad groups and reach people based on who they are, their interests and habits, what they’re actively researching, or how they have interacted with your business. Audience targeting can boost your campaign’s performance by reaching people browsing websites, using apps, or watching videos.”

By adding Affinity Categories and In-Market segments to your ad groups you target audiences that are likely to engage and get potential clients to move further down the funnel.



Okay… so why write a post about this?

Wow! Neat, Clean, and Organized!

We like (at least) 2 things here at ZATO, coffee!!! …and keeping things neat, clean, and organized (of course we like waaay more things than just 2 things… music, Star Wars, the occasional Nerf war… okay, maybe even PPC…).

In the interest of efficiency and organization, we’ve created our own complete list of Affinity Categories, In-Market Segments, and Detailed Demographics in one super easy to read, color coded, and completely filterable Google Sheet.

And best of all, we’re sharing it with the PPC community! 

By making this list easy to find, easier to read, and filterable you will be able to find the categories you need when you need them. Woah! You can view this detailed list by clicking the button at the bottom of this post.




How to Use the ZATO Google Ads Audience Targeting List of Awesome:

In this spreadsheet, we have included a list of all Affinity Categories and In-Market segments Tiered out (so you can see multi-level! Hot dog!).

You will also have the chance to filter these segments, by selecting the Filter option at the top left of the spreadsheet:


The Mega Google Ads Audience List


Finally, to put the topping on the cake, we have also included the unique Channels that each audience segment can be applied to, and the option to filter by those.


google ads audience segment by channel




ZATO Google Ads Audience Targeting List




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Chris is tasked with growing and developing the Google Ads for Small Budget program at ZATO. He’s passionate about marketing, with 10+ years of sales and management experience and has succeeded in those fields by streamlining operations and making his team and procedures as efficient and productive as possible. Outside of work, Chris spends his time with his wife and their 2 dogs. He has called Billings home for the past 32 years and he enjoys seeing and playing concerts (that’s right… he’s in a band), spending time with friends, and hiking around the Montana mountains.