Google rolls out similar audiences for Search and Shopping ads

Google rolls out similar audiences for Search and Shopping ads

Following last year’s teasing that Google would soon be expanding ‘similar audiences’ from display to search-based campaigns, Google officially announced on Monday that they would be releasing similar audiences for Search and Shopping.

The company also announced that Customer Match for Shopping campaigns has also been rolled out globally. As a result, advertisers will be able to target existing customers with Shopping ads, as well as text ads.

As Search Engine Land reports, similar audiences can be built from past website visitors that have been added to remarketing lists for search ads (RLSA). Therefore, with similar audiences for Search, Google will also target users that are searching for the same things as those that have recently been added to RLSA lists.

As Google explains in their example, similar audiences could use a remarketing list of people who have bought running shoes from your sporting goods website. From this, they could identify that people on the list had searched for “triathlon training” and “buy lightweight running shoes” before visiting your website and making a purchase. As a result, similar audiences will then be able to find other users with similar search behaviour.

These lists will constantly be updated as users change their search activity, meaning they’ll be removed as soon as they visit a website.

Remarketing lists will automatically qualify for similar audiences when they have at least 1,000 cookies and enough recent participants that exhibit similar search behaviour.

For more information on similar audiences, check out Search Engine Land’s original article.

The TJM take: We feel that ‘similar audiences’ has the potential to be a good feature for Google as it’s not unlike Facebook’s Matched Audience tool. This is something our team already uses and has found success with for many of our clients.

As Google’s beta shows, it will allow for more accurate targeting, as well as an increase in Click Through Rates (CTRs) and Conversion Rates. In fact, Fiat Chrysler Automobiles US found that it delivered a 11% increase in their CTR, as well as 22% more conversions across their test campaigns in 2 months.

The only issue with similar audiences? The simple fact that not enough information has been released for us to understand how this works just yet. Nonetheless, we’re still excited to explore its capabilities!

*Image source: Search Engine Land

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