Starting May 1st, Google rolled out the Similar Audiences feature for Search and Shopping along with Customer Match for Shopping to help you enhance targeting options. This would allow you to reach the most relevant customers that are similar to the ones visiting your website with the best messaging available.

The already existing Remarketing lists for search ads (RLSA) feature allows you to target people who have visited your website before. This is a very powerful feature that lets you engage loyal customers that are important to your business. However, the Similar Audiences will offer the added advantage and will help you use your own data to reach the right prospects that are like your customers.

Similar Audiences

With similar audiences, you can boost the reach of existing remarketing campaigns, and drive to your site new, more qualified users who have an increased likelihood of performing actions that are important to you.

Even if these new visitors don’t immediately make a purchase from your site, if you’ve added the remarketing tag to your site, they’ll be added to your remarketing list. This way, you can get more high-quality members on your remarketing list in a way that is intuitive and easy to manage.

Similar audiences help you find people who share similar interests with your best customers, right when they’re searching for products and services like yours. This makes it easy for you to expand your reach by connecting you with more people who want what you have to offer.

Imagine you’re marketing a hotel in Hawaii using RLSA, and you want to connect with summer travelers. The people in your “Recent Converters” list might be searching for things like ‘flights to Maui,’ ‘scuba classes,’ and ‘flip-flop sandals.’ Powered by Google’s machine learning, similar audiences use these search trends to help you find people who are looking for the same things as your existing customers, even if they’re not on your remarketing lists.

By connecting you with more qualified customers, similar audiences can help unlock new opportunities to grow your business. For example, you may discover generic terms work better with a similar audience applied to them. You can also use it as a bid modifier to be more competitive in a crowded auction, tailoring your bids to reach people who are more likely to buy.
You’ll now see Search list size estimates for your similar audiences, letting you know how many people they can reach. These audiences can be applied to both your Search and Shopping campaigns. You can learn more about similar audiences here.

Customer Match available for Shopping campaigns

Now you can start connecting with your most valuable customers as they shop on with Customer Match for Shopping campaigns, rolling out globally. By using your email lists, Customer Match makes it easy for you to focus Shopping campaigns on your high-value customers–like previous purchases, newsletter subscribers, rewards members, and in-store shoppers.

Let’s say that you manage marketing for an online apparel retailer, and you’re interested in connecting with your rewards members. To make it easy for you to reach these customers when they’re shopping, you can now use your “Rewards Members” customer email list to show them relevant Shopping ads featuring your latest spring styles.

Let us know in the comments if you have used this feature and how was it worked for you.