Navigating Google Ads' Sensitive Interest Categories: A Guide for Advertisers

By: Jyll Saskin Gales, Google Ads Coach

Ever wondered why you can't target certain interests in your Google Ads campaigns? You're likely running into restrictions around what Google considers "sensitive interest categories." These include topics like personal beliefs, health conditions, financial status, and more. Google has these restrictions in place for ethical reasons, to comply with local laws, and to maintain user trust.

In this article, we'll cover:

• What are Sensitive Interest Categories in Google Ads?
• Thinking Outside the Box: Non-Linear Targeting
• The Power of Creative Led Targeting

What are Sensitive Interest Categories in Google Ads?

Google wants to ensure user privacy and prevent discrimination, so they limit how advertisers can target sensitive interests. For example, if you are offering housing or employment, it's illegal to discriminate based on age, gender and other protected categories, so you can't target your ads using age, gender, etc.

This also means that if your business falls under a sensitive interest category, you can't use tools like remarketing, custom segments, lookalike audiences, or audience expansion.

Thinking Outside the Box: Non-Linear Targeting

So, how do you reach your desired audience with these restrictions? The answer lies in non-linear targeting. Instead of going directly for the sensitive interest (which is prohibited), think about related interests or characteristics that might overlap with your target audience.

Example: Let's say you're a plastic surgeon. You can't target people interested in "plastic surgery" directly. But, you can target people interested in related topics, such as:

• Beauty products and treatments: Target those interested in anti-aging skincare or cosmetic brands.
• Life events: Consider targeting people planning a wedding (they might be interested in looking their best for the big day).
• Affinity audiences: Reach people who show an interest in beauty and fashion trends.

It's about getting creative and finding alternative routes to connect with your ideal customer.

The Power of Creative Led Targeting

When targeting options are limited, your ad creative becomes even more important. Compelling visuals and strong messaging can help you attract the right audience, even with broader targeting.

Remember that Google's Smart Bidding and Optimized Targeting still work with sensitive interest categories. By combining these automated tools with highly relevant and engaging ads, you can guide the algorithm to find the right people for you.

Here's how it works:

1. Automated Targeting: Use Optimized Targeting or audience signals in Performance Max campaigns to reach a wider audience.
2. Automated Bidding: Leverage Smart Bidding to optimize your bids for conversions.
3. Creative-Led Targeting: Create ads that resonate strongly with your ideal customer - and don't resonate with your not ideal customer. This ensures that those who are interested will engage, and those who aren't, won't.

This approach allows user behaviour to refine your targeting over time, ensuring your ads are seen by the people most likely to be interested in your offerings.