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Google Releases New Audience Targeting in AdWords

Engaging both new and loyal customers is just as important to an online business, and so to help attract more potential new customers, Google has started to release ‘similar audiences’ for Search and Shopping campaigns. Alongside this, new Customer Match for Shopping targeting will also help businesses use their own data to reach the right customer with the right message. This is in addition to Remarketing Lists for Search Ads (RLSA) which have been around for a while to reconnect with people who’ve been to a website before.

The ‘similar audiences’ option in AdWords helps to find people who share similar interests with a business’s best customers, right when they’re searching for relevant products and services. This makes it easy to expand reach by connecting with more people who want what you have to offer. For example, if you’re marketing a hotel in Sydney using RLSA and you want to connect with Summer travellers, then the people in your “Recent Converters” list might be searching for things like ‘flights to Brisbane,’ ‘scuba classes,’ and ‘flip-flop sandals.’ Powered by Google’s machine learning, similar audiences use these search trends to help you find people who are looking for the same things as existing customers, even if they’re not already on remarketing lists.

By connecting with more qualified customers, similar audiences can help unlock new opportunities to grow a business, so that targeting generic terms may work better with a similar audience applied to them. You can also use it as a bid modifier to be more competitive in a crowded auction, tailoring your bids to reach people who are more likely to buy. According to Google, Fiat Chrysler Automobiles, a leading global auto company, used similar audiences for Search to increase conversions by 22%.

It’s now possible to see Search list size estimates for similar audiences, letting businesses know how many people they can reach. These audiences can be applied to both Search and Shopping campaigns. You can learn more about similar audiences here.

Customer Match for Shopping campaigns will soon be available globally. By using existing email lists, Customer Match makes it easy to focus Shopping campaigns on high-value customers, like previous purchasers, newsletter subscribers, rewards members and in-store shoppers. You can learn more about Customer Match here.

For instance, if you manage marketing for an online apparel retailer and you’re interested in connecting with your rewards members, to make it easy for you to reach these customers when they’re shopping you can now use your “Rewards Members” customer email list to show them relevant Shopping ads featuring your latest styles (subject to minimum volume requirements).

If you want to know more about how similar audiences and Customer Match can help your business, please contact us now.