Similar Audiences for Search Gives Advertisers Powerful New Targeting Capabilities
Google just rolled out Similar Audiences for Search and Customer Match for Shopping Adwords campaigns. This new feature can be extremely powerful for advertisers and produce greater ROIs for campaigns across the board.
The Similar Audiences feature can be built from past website visitors. Similar Audiences looks at data about your existing website audiences and seeks out new and qualified customers whose interests/habits match your audience. By utilizing this new feature, you can reach much larger audiences and drive cheaper clicks and conversions.
Google released internal data from beta tests of this program, and said that by using Similar Audiences, advertisers typically see:
- 60% more impressions
- 48% more clicks
- 41% more conversions
The Similar Audiences feature can be set up to be automated and based off remarketing tags and visitors to your product categories.
There is also an update to the Customer Match targeting for Shopping campaigns. Google allows you to, if you so choose, increase the bids by 25% for people who visited your site in the last month, or show different ads to visitors who have added items to your shopping cart but not purchased.