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Google announced they are now rolling out to all advertisers the similar audiences features to search and shopping ads.
"Similar audiences helps you find people who share similar interests with your best customers, right when they’re searching for products and services like yours," Google said. "This makes it easy for you to expand your reach by connecting you with more people who want what you have to offer," they added.
Google gave this example:
Imagine you’re marketing a hotel in Hawaii using RLSA, and you want to connect with summer travelers. The people in your “Recent Converters” list might be searching for things like ‘flights to Maui,’ ‘scuba classes,’ and ‘flip-flop sandals.’ Powered by Google’s machine learning, similar audiences uses these search trends to help you find people who are looking for the same things as your existing customers, even if they’re not on your remarketing lists.By connecting you with more qualified customers, similar audiences can help unlock new opportunities to grow your business. For example, you may discover generic terms 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.
Forum discussion at Google+.
