Google has announced Similar Audiences for Search and Shopping campaigns in AdWords. Similar audiences allows advertisers to target customers based on if they’ve searched for the same things as previous site visitors.
”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.’ Google’s machine learning, similar audiences uses 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.”
Remarketing lists for search ads (RLSA) with similar audiences are created and automatically updated. Remarketing lists are eligible for expansion by similar audiences when requirements are met. Requirements include having at least 1000 cookies, and enough recent visitors with similar search histories.
Customer Match for Google Shopping
Customer Match is now available for Google Shopping campaigns. Customer Match lets advertisers use email lists to target campaigns to customers.
“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.”