Google Ads launched two new features to target searchers, those new features include affinity audiences and seasonal event segments for in-market audiences.
Affinity audiences helps you raise awareness and drive consideration among people who have a strong interest in your products. 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.
In-market audiences are a great way to reach consumers who are actively researching or comparing products and services. With the holiday season right around the corner, new seasonal event segments for in-market audiences on Search and YouTube are ideal for reaching people 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.
Forum discussion at Google Ads Help.
Note: This story was pre-written before the Simchat Torah holiday. I am currently offline for the holiday and unable to respond to comments on this site, social, media or other platforms.
