You can add categories of interests to your ad groups to reach users interested in products or services similar to those that you offer, even when browsing websites or using applications not directly related to these products or services. This may allow you to improve the performance of your AdWords campaigns.
Adding categories of interests to your ad groups allows you to reach users based on their interests when browsing the pages of the Google Display Network. You can select from an extensive list, ranging from automotive to sports, to travel and fashion. Then AdWords will post your ads to users who may be interested in these categories.
Categories of interests are divided into two groups:
They were designed for advertisers who wish to advertise on local television or for those who already do and would like to expand the scope of their campaign at a good price.
These categories are more suitable for companies who seek primarily to increase traffic to their website and generate leads and sales.
Say you’re car dealer and you want to advertise on AdWords. How to use the categories of interests to achieve your goals:
How do the Interest categories work?
When a user accesses a Google partner site, AdWords may use the content of the page and site to show relevant contextual ads. AdWords also uses the theme of the page and data from third-party companies to associate interests with an anonymous cookie, taking into account the frequency with which the user consults sites of these interest categories.
AdWords may use information that users provide on Google partner websites on their gender, age or other demographics. AdWords may also use Web sites visited by users and third-party data in order to derive such information. For example, if a person browses sites in which visitors are mostly women (information based on surveys) AdWords are able to associate the cookie with the Women demographic category.
Learn more about how AdWords associate users to categories of interests
Benefits and Best Practices
With categories of interests, you can show your ads to users associated with target groups, even when visiting websites without content related to the category you selected.
Targeting interest categories can also help you develop your remarketing lists . When a user visits your site after clicking on an ad, for example, he can be added to your remarketing lists in order for you to retarget him with remarketing ads when he browses sites in the Display Network.