Table of Contents

Audience Signals

What are audience signals?

Performance Max audience signals are a set of indicators that help advertisers to understand the performance of their ads in real-time.

These signals are generated based on the behavior of users on a website or app, and they provide insights into the user's interests, intent, and purchase behavior.

By analyzing these signals, you can improve the effectiveness of your campaigns and increase your return on investment (ROI).

Key takeaways

  1. Audience signals provide advertisers with real-time information into the behavior of their target audience.
  2. By analyzing these signals, you can improve the effectiveness of your campaigns and increase your ROI.
  3. Advertisers should also test different ad formats and messaging to see what resonates best with their target audience.

How does it work?

PMax audience signals are generated by Google's machine learning algorithms, which analyze a shopper's behavior on a website or app.

The AI looks at various factors, including the person's search history, the pages they have visited, the products they have viewed, and their interactions with ads.

Based on this data, the algorithms generate a set of audience signals that indicate their interests, intent, and purchase behavior.


  • Use keyword research tools to identify the most relevant and high-traffic terms related to your business.
  • Create high-quality content optimized for these keywords and provides value to your target audience.
  • Use retargeting campaigns to re-engage potential buyers who have visited your website but haven't converted.
  • Leverage customer data to create personalized ads that speak directly to your target shopper's needs and interests.


Here's an example of some audience signals that Google's machine-learning algorithms might generate based on a shopper's behavior related to baby bottles:

Let's say someone has been searching for baby bottles on Google and they have visited several baby gear websites.

Based on this behavior, the machine learning algorithms might generate the following audience signals:

  • Interest in baby care and feeding
  • Intent to purchase baby bottles
  • Interest in baby gear and accessories
  • Likely in the market for baby-related products

These signals indicate to advertisers that this person would be a good target audience for ads related to baby bottles, baby feeding products, and other baby-related products.

By targeting ads specifically to this audience, advertisers can increase the likelihood of a successful campaign and improve their ROI.

Related Terms


What is remarketing? Remarketing, also called retargeting, is a digital marketing approach that engages audiences who previously interacted with a brand to encourage specific actions.

Ad Variations

What are ad variations? Ad variations are different versions of your ads that you create to test and optimize your campaigns, which can help you

Ad Scripts

What are ad scripts? Ad scripts are snippets of code written in JavaScript that allow you to automate and customize various aspects of your Google

Activity rate by channel

What is ‘Activity rate by channel’? Activity rate by channel measures how often users engage with your ads across different advertising channels. This metric considers actions


What is Abandonment-rate? Abondment-rate is the percentage of users who click on a Google Ads ad but then leave the landing page without completing the

Brand-Focused Shopping Campaign

What are Brand-Focused Shopping Campaigns? Brand-Focused Shopping Campaigns are a type of Google Shopping campaign that targets users who are searching for your brand or

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