After a tease and a beta testing phase, Google has finally rolled out a long-awaited Search update that could have a large impact on online marketing sites everywhere: similar audiences for Search.
In a very general sense, similar audiences enables internet marketing advertisers to target specific users searching for the same kinds of things as recent visitors to the site. How does this work, and what are the numbers? Let’s find out about these, plus another similar development Google has unveiled.
Google first teased this expansion about a year ago. It uses remarketing lists for search ads (RLSA) – it targets users searching for the same things as users recently added to these lists. This means it’s considering the types of searches users will engage in when they landed, or converted, on a particular site.
Google lists a basic example:
“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.’”
These lists are regularly updated, and morph as users change their search patterns. Once a user has visited a site, they’ll no longer be included on the similar audiences list.
For a remarketing list to qualify automatically for similar audiences expansion, they must meet certain criteria, including having at least 1,000 cookies and enough recent participants in the Shared Library who have recently exhibited similar search patterns. Advertisers have the option of applying similar audiences to Search and Shopping campaigns, and can add bit modifiers to the audiences.
According to one head of digital marketing who beta tested the similar audiences tool for Google, the tool created an 11 percent increase in clickthrough rate and a 22 percent increase in total conversions across the test campaigns used.
In addition, Google also announced that Customer Match is now available for Shopping Campaigns globally. This allows advertisers to use email lists to target Shopping campaigns specifically to high-value customers.
For more information on these new Google rollouts, or to learn about any of our SEO services, contact the experts at SEO Werkz today.