To fall updates that touched three Google Ads areas, another were added last week – focused on targeting in Google Ads.
Google has introduced two new ways to bring your ad closer to an ideal audience even easier. You’ll be able to target affinity audiences as well as seasonal in-market audiences in the coming weeks. We will now look at what this means and how it can help your advertising.
Affinity audiences
By targeting affinity audiences, you’ll get your ad to people who are passionate about your topic and have already shown a strong interest in it. These interests are formulated based on what are the users searching for.
Example: If you sell hiking gear, you can target outdoor enthusiasts. This way, your ad won’t show to users who are mostly searching for things related to computers or cars.
Google states on its site that Volkswagen, as the largest automaker, has achieved a 250% increase in conversion rate when compared to its non-audience visitors.
Affinity audiences are available for the Display Network and Video campaigns.
In-market audiences by seasonal events
Seasonal events are a segment within in-market audience. This will help you deliver your ad to the right people at the right time.
In general, in-market audiences consist of users who have shown an interest in a product and are actively searching for it, comparing prices. With the seasonal event segment, you can target these people at the time of appropriate events – such as Black Friday or Christmas.
When Toyota targeted in-market audiences by seasonal events (Black Friday and Christmas) Google said on its site, they saw a 65% increase in conversion rate and a 34% reduction in cost per conversion.
Seasonal event audiences will be available on Search and YouTube.
Why should you care?
Affinity audiences and seasonal events as a segment of in-market affinity audiences will help you bring your ad even closer to ideal customers. This increases the likelihood of conversion as people are either interested in your field of business or are already actively searching for the products you offer.
