Similar Audiences for Search Rolls Out

Google has made it easier for advertisers to target the users that are searching for similar things as the recent visitors to their website. The feature has now come out of Beta and rolled out on May 1, 2017. The similar audiences for search was announced back in May 2016.

Google wanted to expand on the similar audiences from display to search campaigns. The similar audiences are built based on the previous site visitors remarketing lists for search ads. It will take into consideration the searches the past visitors carried out once they arrived on the website or made a purchase from another advertiser’s website.

Remarketing Lists on Google

If you haven’t already, you can make a remarketing list for the people who have purchased a particular product or service from you. Google’s similar audience will be able to narrow down the different types of people that searched for relevant terms before coming to your website. Using this information, Google will then target people on the Internet who have made these similar searches and show similar behaviours in search to those who have made a purchase from your site.  When a user arrives on your website they won’t be included in the similar audience list anymore. The list will be continuously updated based on the search activities of the user.

The criteria for similar audiences include having enough visitors that have shown similar search behaviours and having a minimum of 1,000 cookies.  Once the criteria are met, remarketing lists will automatically qualify for the new expansion.

Beta Testers Saw Impressive Results  

Many of the beta testers said they saw an increase in conversions as a result of similar audiences. It’s the perfect opportunity to test out this feature and see if you have similar results as the beta testers. Contact us if you’d like to discuss remarketing and using similar audiences with your search and shopping campaigns.