Google expands Audience Signal Targeting to App campaigns

Google quietly expanded availability of Audience Signal Targeting for App campaigns, a feature previously only available for Performance Max campaigns.

While Google hasn’t made an official announcement, advertisers are reporting the ability to use Audience Signal Targeting in their App campaigns.

Why it matters. This update gives advertisers more control over their App campaign targeting, potentially improving campaign efficiency and performance.

Why we care. Audience Signal Targeting allows advertisers to reach more relevant users, potentially increasing app installs and engagement.

Key details.

  • Before this update, App campaign targeting was fully automated.
  • Advertisers could only exclude audiences, not target them directly.
  • Now, advertisers can insert Audience Signals into their App campaigns.

First seen. This update was first spotted on Thomas Eccel’s LinkedIn:

Screenshot 2024 07 01 At 18.22.32

Yes, but. Audience signal targeting can still be ignored by Google.

Screenshot 2024 07 01 At 18.24.51Screenshot 2024 07 01 At 18.24.51

The big picture. This move aligns App campaigns more closely with Performance Max campaigns, suggesting Google is standardizing features across its automated campaign types.

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About the author

Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with

 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.


Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. 


She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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