Just last month Google made some exciting announcements in relation to audience targeting at the Google Marketing Next 2017 – Innovations Keynote. The Spark Foundry search team have reviewed these new targeting features and will explain what they mean for your business. We will take a look at the broader Audience targeting offering and then delve into Audiences for Search and specifically the highly anticipated and recently released In-market offering.
So what does Audience targeting mean for Google and for your business?
Well Audience allows you to further understand your customers, their interests, and their day to day activities.
Google is bringing together their strengths in machine learning and their understanding of user search intent to deliver;
• Better audience quality
• Brand new audience segments
• Broader reach with audiences across google channels and devices
Better Audience quality
Google are actively trying to improve the quality of their audience segments by connecting data across their platforms and devices in real time. So if you are trying to reach people who show purchase intent for your products, you can reach the right people and tell a single seamless story across all of the websites that they use.
By Google connecting data across their platforms this creates powerful new ways to reach customers who already have an interest in your brand. For example, if a potential customer watches your YouTube videos and then interacts with your Youtube channel you can now reach and engage these same users on Search. Thank you Google!
Brand-New Audience Segments
Google have recently introduced new segments ‘Consumer Patterns’ and ‘Life Events’ on YouTube.
These segments will help you understand where your target audience shop and use data to identify when these users encounter life’s biggest milestones like graduating college, moving, and getting married. These new audience segments are based on intent rich signals which include searches and the types of video’s they watch. In the past two years mobile searches related to buying a home have doubled and those related to weddings have tripled!
Later this year, Google will be bringing Consumer Patterns and Life Events to Gmail ads.
Broader Reach with Audiences across channels and devices
In addition to better quality and brand-new audience targeting, it’s also important to reach people wherever they are on their consumer journey. That’s why Google are making their audience solutions available across their largest networks to give you the broadest reach possible.
For example, they are introducing in-market audiences to search ads so that you can reach more people who are likely to purchase. Google In-Market Audience enables advertisers to target these people based on purchase intent signals (e.g. captured via web browsing behavior or active searches) for Search campaigns for certain categories.
In Market audiences are designed for advertisers who are focused on getting conversions from potential customers who are actively considering or showing purchase intent towards buying a particular product or service. As if Paid Search didn’t have enough intent!
In-Market Audiences have been around since 2013 for the Google Display Network and they are available for YouTube TrueView campaigns, but were only officially announced for Search campaigns at Google Marketing Next 2017.
Advertisers across many industries have successfully begun using in-market audiences for search and are seeing, on average, a 10% increase in conversion rates according to Google.
In summary, Google Audience allows brands to have many more ways to reach and assist new customers, or engage with existing ones, than ever before.