Google will by default add in around 15 keywords

Words that will better describe your offer and find your avatar. EX: you are running an offer for a new gym membership. You offer meal planning. Your keywords could read: get fit, meal planning, fitness challenge, 14 day challenge, workout program, fitness community

Search words that you want to exclude from your campaign. Example, you are advertising for first time home buyers. You want to exclude people who are looking for larger homes, etc. Your negative keywords might be: two-story homes, multifamily units

A category of people who are currently in the market and actively searching for products or info on a subject. EX: Fitness - People currently searching for fitness. These are good for regularly getting new fresh leads, however they aren’t necessarily long term. Then can look for a time and then be done looking once they’ve either lost interest or found what they needed - Short term hot prospects. Great for lead generation.

There are more interest types that Google has with this type of market. You can get more specific in the interests for these types of leads.

A chronic user - someone who continually comes back to something over and over and over. They regularly are in the market for a long period of time. Ex: Fitness person who has already purchased equipment, looks at coaching, is a workout junky, etc. They already have fitness going. Use this type of audience for more hard core/already interested. You wouldn’t want to use an affinity audience for something like a “try out gym for two weeks free”. You would want them more for “Running a Marathon training program”.

Google has less interests categories for this type of audience. Think more “broad strokes” when using

Engaged, pregnant, etc - Life events that you can use to target your audience for. EX: If I was a wedding planner, I would want to add “engaged” or something close to that. However, use this sparingly as it can shrink your audience too small. Usually the keyword and user interests will target your ad well enough to find the right audience

Age, gender, education, life event targeting. Usually you’ll have enough targeting with Keywords, and user interests that you won’t need to fill this out. Typically we recommend leaving this blank because it can shrink your audience.