Google rolls out similar audiences for Search and Shopping

Google announced the long-awaited rollout of similar audiences for Search on Monday. Similar audiences can be built from past site visitors — remarketing lists for search ads (RLSA). The company also officially announced the global availability of Customer Match targeting for Shopping campaigns.

Google first teased the expansion of similar audiences from display to search-based campaigns last May. With similar audiences for search, Google targets users searching for the same things as users recently added to RLSA lists –meaning it takes into consideration the kinds of searches users were performing when they landed — or even converted — on an advertiser’s site.

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