Remarketing lists for search ads (RLSA) help you reconnect with people who’ve been to your website before, but engaging both new and loyal customers is just as important to your business. Starting today, we’re rolling out similar audiences for Search and Shopping along with Customer Match for Shopping to help you use your own data to reach the right customer with the right message.
Find similar customers
Similar audiences helps 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 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.
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.
Fiat Chrysler Automobiles, a leading global auto company, used similar audiences for Search to increase conversions by 22%.
“Similar audiences for search has helped us reach auto shoppers more efficiently while improving our ability to connect with them in critical moments throughout their purchase journeys. In less than two months, similar audiences for search delivered an 11% increase in clickthrough rate and 22% more conversions across our test campaigns.” – Amy McNeil, Head of Digital Marketing at Fiat Chrysler Automobiles US
John Deere, a leader in farming machinery, used similar audiences for Search to drive a 300% increase in clickthrough rate.
“We’ve been really pleased with the outcome of similar audiences for search after witnessing a 300% increase in clickthrough rate and a 31% increase in conversion volume. It’s been a huge help in reaching brand new consumers throughout the research and purchase process.” – Jennifer Cox, Agriculture & Turf Segment Manager, Property Care at John Deere
And video game retailer GameStop used similar audiences for Shopping to find customers who were 30% more likely to buy.
“Similar Audiences helped us find new customers who are just as enthusiastic as the gamers who regularly visit our site. Since using Similar Audiences with our shopping ads, we’ve seen a 30% increase in conversion rate.” – Matthew Gordon, Multi-Channel Acquisition Manager at GameStop
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. Learn more about similar audiences.
Customer Match available for Shopping campaigns
Start connecting with your most valuable customers as they shop on Google.com 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 purchasers, 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.
ULTA Beauty, a premier beauty retailer, used Customer Match for Shopping to improve engagement with online shoppers.
“We were excited for the chance to re-engage with our loyalty members on the web by highlighting top sellers from the wide range of brands we carry. With Customer Match for Shopping, we could connect with our high-value email list subscribers, resulting in a higher clickthrough and conversion rate with these shoppers.” – Dominic Manna, Senior Manager of Digital Marketing at ULTA Beauty
Posted by Cedric Dupont, Group Product Manager, AdWords