Keywords & Audiences

This section explains how Google Ads connects what people type, who they are and what the system is allowed to do with those signals. I distinguish a keyword from a real search term, show how target audiences are defined and explain the practical setup of remarketing. The distinction matters because keywords are instructions inside the account, while queries reveal actual demand, and audiences add another layer of eligibility, observation or follow-up. Confusing these layers can produce irrelevant traffic, narrow reach too early or repeatedly advertise to people without a useful reason. I share the checks I use when building and reviewing targeting: the intent behind the language, the relationship between an audience and the offer, the available data and the point in the journey where another message is justified. My aim is to give you a precise vocabulary and a practical way to inspect reach. After reading, you will be able to organise keyword and audience decisions, spot common setup errors and brief a campaign around intent rather than assumptions.