When you have opened the document, you can choose from several main categories (in various tabs) on which the targeting is set: 'Audiences, Demographics and Placements'. In addition, there is an About tab that shows the information behind the various data. There are many drop-down options via Google Ads, which means that multiple categories have been placed in the document. It is therefore recommended to read the document from left to right. In addition to including the targeting criteria for your desired audience, you can also use the criteria to exclude them from your campaign.
Also read: Get more out of Google Ads with new B2B audiences Tab 1. Target groups This tab is about the targeting capabilities of the audience that you can specify. The target group can be targeted on the basis of different categories. Example: 'Parents of babies (0-1 years)' can be reached by going to 'Audiences' → Who they are (detailed demographics) Parental status Parents Parents of babies (0-1 years) in Google Ads. At 'Who they are', only the last job function email list entered category can be targeted. If you want to target the entire category, you have to click everything separately in Google Ads. Under 'What their interests and habits are' you can choose within 'Affinity audiences' to target the entire topic, or specific parts within it.
You can make this choice yourself. In 'What they are actively researching or planning for', keywords and URLs can be used within 'Custom Intent Audiences' aimed at your ideal audience. This is different for everyone and can be filled in according to your own wishes. "In-market audiences" and "Life events" also have multiple topics to target. You can choose this per subject, or even more specifically: within this subject. Under 'How they interacted with your business', you can only choose within the category under Similar Audiences, 'Combined Lists' and 'Website Visitors'.