AdWords Search ads get Demographic and Similar Audiences

June 3, 2016 by

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one in every crowd

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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