Google Ads is rolling out two new ways to reach your target audiences in Google Search.

Over the coming weeks, Google Ads will be launching affinity audiences and seasonal event segments for in-market audiences. Here’s more about each of these targeting options.

Affinity Audiences

Targeting by ‘affinity audiences’ will help advertisers raise awareness and drive consideration among those who have already demonstrated a strong interest in a given topic.

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“For instance, let’s say you sell camping gear. To reach avid campers, you can pair an affinity audience like “Outdoor Enthusiast” with generic camping keywords. By adding this additional audience layer, you can reach people who are not only searching for camping products, but are also passionate about the great outdoors.”

According to Google, Volkswagen recently used affinity audiences to achieve a 250% increase in conversion rate when compared to its non-audience traffic.

Seasonal Event Segments for In-Market Audiences

In time for the holiday season, Google Ads is introducing new seasonal event segments for in-market audiences on Search and YouTube.

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Google provides an example of how this new targeting method can be used to reach people with timely offers:

“For example, Toyota used the Black Friday and Christmas segments to focus on shoppers actively looking for their next car. By using these segments the brand saw a 67% increase in conversion rate and a 34% reduction in cost per conversion.”

These new audiences will be available in the Google Ads UI in the coming weeks.