Custom Affinity audiences
– targets customers’ interests and habits, to make them aware of your business. Here you can choose specific websites that potential customers might visit, such as competitor sites or blogger sites.
– targets customers who are already in the market, which means that they’re researching products and are actively considering buying a service or product similar to yours. This takes into consideration where customers are in the buying process, and targets those who are most likely to buy your product/service as and when they click on your ad.
This kind of targeting includes categoric interests, for example, “Sports & Leisure”, or “Financial & Business Services”.
It can also be narrowed down to be more specific, for example, “Football” or “Investment Planning”.
– This requires choosing words or phrases that are relevant to your product/service so that ads can appear to customers who are interested in those terms.
You can also target by location, demographics, device and more!
In addition, Gmail allows you to save ads to your inbox, which is convenient for people who are interested in your services but perhaps do not have the time to look through the email right away.