But just how similar will Google’s similar search audiences be?
Buried in the flurry of announcements accompanying the recent Google summit: news that Google is opening up search advertising to include demographic and similar audience targeting.
Up until now, gender and age demographic targeting for search advertisers was unique to the Bing Ads platform.
Google has had demographic targeting in beta for nearly two years, however; long enough to have advertisers doubt it would ever see full release. As for Bing Ads, advertisers will now be able to segment searchers according to their likely gender and age group, and raise or lower bids accordingly.
Similar audiences are already available for display campaigns, remarketing and Customer Match audience lists. Now they are coming to RLSA (Remarketing Lists for Search Advertisers, or search retargeting).
AdWords advertisers will now be able to remarket to people who searched on their keywords but have yet to visit your website.
Why should you care?
Additional targeting options are always welcome, of course.
Just how effective Google’s demographic targeting is, and how similar its search audiences, remains to be seen.
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Jeremy is a Partner and Senior Consultant at SureFire. Jeremy has been working in search since 1996, when he joined the Australian search engine, LookSmart. After relocating to San Francisco, he was instrumental in development of the company’s paid search ad platform. At analytics company Coremetrics (now owned by IBM) he established an in-house search agency managing campaigns for Coremetrics clients such as Macy’s, Bass Pro and Lands End. At Acxiom he managed members of the pioneering SEO firm Marketleap and worked with clients such as Capital One, American General Finance and Kaiser Health. Joining SureFire in 2009, he develops search strategies for SureFire clients and helps them make sense of their website data.
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