Dive Brief:
- Google announced AdWords users can now target Search and Shopping ads using similar audiences as well as rolling out Customer Match for Shopping ads globally per a company blog post.
- In other AdWords news, Google is also testing Shopping ads on its Display Network per Marketing Land. The ads will first appear on fashion and home design websites.
- Shopping ads are now served through third-party retail websites, YouTube, image search results in the Search Partners network and the new test looks like the format is eventually getting wider release across the Google Display Network.
Dive Insight:
The new similar audiences targeting for Search and Shopping ads uses Google’s machine learning to find people who are searching for the same things as advertisers’ existing customers, even if those people aren’t on remarketing lists giving the feature a broader reach than Google remarketing lists for search ads.
The blog post touted a number of brands using similar audiences including Fiat Chrysler Automobiles, which increased conversion 22%; John Deere, which achieved a 300% increase in clickthrough rate, and GameStop, which found customers 30% more likely to buy.
“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,” said Jennifer Cox, Agriculture & Turf Segment Manager, Property Care at John Deere, in the blog post.
Customer Match for Shopping ads allows marketers to use email lists to target high-value customers like previous purchasers, newsletter subscribers, rewards members and in-store shoppers.
The expansion of Shopping ads onto some sites comes as the format continues to grow for Google, with a recent report finding that retailers' biggest AdWords spend is Google Shopping.