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Google Introduces Similar Audiences For Search, Shopping In AdWords


Google Introduces Similar Audiences For Search, Shopping In AdWords

Google Introduces Similar Audiences For Search, Shopping In AdWords

Hot off the Google presses a new option is available in AdWords for search marketers; similar audiences for Search and Customer Match targeting for Shopping campaigns.  Recently out of beta, companies like John Deere, Fiat Chrysler Automobiles US and GameStop were testing the new feature. Fiat reported back to Google that, “In less than two months, similar audiences for search delivered an 11 percent increase in clickthrough rate and 22 percent more conversions across our test campaigns.”  We’re sure GameStop reported back to Google with the following, “up, up, down, down, left, right, left, right, B and A

So what exactly is this new option available in AdWords?  Similar Audiences can be built from past site visitors.  This is great news for fans of retargeting campaigns.  Now you can target users searching for the same or similar things that users who were recently added to a RLSA list.  Simply put, it will now take into consideration the kinds of searches that users were doing when they landed on your page and/or converted on your website.  Google provided the world another one of its famous running shoe store examples for clarity.

“Say you’ve created a remarketing list of people who bought running shoes from your sporting goods site. Instead of helping you reach broad groups of people interested in “running,” similar audiences will identify that people on this list tended to search for “triathlon training” and “buy lightweight running shoes” before coming to your site and making a purchase. Based on this, similar audiences will then find other people with similar search behavior, such as people who searched for ‘buy lightweight running shoes’.” - Google

One cool thing we love about remarketing lists is that they auto populate, giving us plenty of time to play office basketball or ping pong.  They qualify for similar audience expansion when certain criteria is triggered.  One must also make sure you have at least 1000 cookies and enough participants who behave similarly as it relates to search.

Scott Guttenberger

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Scott Guttenberger is the Director of Marketing for NinjaCat. He regularly writes on topics concerning paid search, paid social, display and retargeting. With more than 10 years of marketing experience, Scott has held both in-house and agency positions. He provides search marketing and demand generation advice for companies and can be found on Twitter as @SkotTheMarketer.

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