Google Intros Similar Audiences For Search, Shopping

Google reported Monday the rollout of similar audiences for Search and Shopping, which allow marketers to build in remarketing lists for search ads (RLSA), using similar audiences from past site visitors.

The announcement was made with beta customers Fiat Chrysler Automobiles, John Deere, and GameStop.

In this example, Google explains connecting summer travelers by marketing a hotel in Hawaii using RLSA. "The people in your 'Recent Converters' list might be searching for things like 'flights to Maui,' 'scuba classes,' and 'flip-flop sandals,' per Google.

Amy McNeil, head of digital marketing at Fiat Chrysler Automobiles US, beta tested the Similar Audiences for search. "In less than two months, similar audiences for search delivered an 11% increase in click-through rate and 22% more conversions across our test campaigns," she told Google.

Google also announced the global availability of Customer Match targeting for Shopping campaigns to help marketers use their company's own data to reach the customers with the perfect message.

Marketers can optimize bids for existing keywords for visitors on remarketing lists. For example, marketers can increase bids by 25% for those who previously visited their Web site in the last 30 days, or show a different ad to site visitors who have placed items in a shopping cart but have not purchased them.



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