Google Ads Is Adding 2 New Ways to Target Users in Google Search
Google Ads, just in time for the holidays, is rolling out two new ways to reach your target audiences in Google Search.
Two New Google Ads Audiences
Over the next few weeks, Google Ads is launching two new audiences: affinity audiences and seasonal event segments for in-market audiences.
These two new Google Ads audiences will be for “in-market audiences”.
Let’s take a look at each one and how you can use either for your benefit.
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Affinity Audiences help advertisers raise awareness, driving consideration among those who have already demonstrated a level of interest in a given topic.
“For instance, let’s say you sell camping gear. To reach avid campers, you can pair an affinity audience like “Outdoor Enthusiast” with generic camping keywords. By adding this additional audience layer, you can reach people who are not only searching for camping products, but are also passionate about the great outdoors.”
One wild example of this comes from Volkswagen. Volkswagen used affinity audiences to achieve a 250% increase in conversation rates as compared to non-audience traffic.
You can use affinity audiences to retarget your visitors who have shown interest in products and/or services you provide. This may help increase your conversion rates from a non-standard audience.
Seasonal Event Segments for In-Market Audiences
We’re closing in on most people’s favorite times of the year. Naturally, business owners like yourself want to capture this holiday traffic, turning them into conversions.
Thankfully, seasonal event segments for in-market audiences will be here just in time for the holiday season. This new feature will impact both Google Search and YouTube.
Here’s an example by Google on how you can take advantage of this new targeting method, reaching your preferred audience with timely offers:
“For example, Toyota used the Black Friday and Christmas segments to focus on shoppers actively looking for their next car. By using these segments the brand saw a 67% increase in conversion rate and a 34% reduction in cost per conversion.”
There are no dates just yet when these new features will launch but, with confidence, we can say it will be soon!