Adwords Similar Audiences For Search Campaigns – What Does It Mean

Google has been working hard this year to keep up with advertiser demand for more targeting options.  As more advertisers are using other advertising platforms like Facebook Ads, they have had to become more creative.  That’s where Similar Audiences for Search comes in.

Similar Audience For Search essentially looks at what behaviors your users have been showing while on your site.  Google then tries to match new users who have not been to your site but have the same search behavior.  Not unlike Remarketing Lists for Search Ads, it allows for more flexible advertising.

If you have ever built a remarketing list, you will probably have seen lists created by Google that have “Similar to” in the title. These lists are the exact same thing however it’s now available for search and not just the Google Display Network (GDN).

Because of the extra layer of targeting over new visitors, the audience should be more qualified thus requiring a more aggressive bidding strategy. You will want to promote this type of targeting for Search as it tends to outperform it.

An example from Google:

Say you’ve created a remarketing list of people who bought running shoes from your sporting goods site. Instead of helping you reach broad groups of people interested in “running,” similar audiences will identify that people on this list tended to search for “triathlon training” and “buy lightweight running shoes” before coming to your site and making a purchase. Based on this, similar audiences will then find other people with similar search behavior, such as people who searched for ‘buy lightweight running shoes’.

Amy McNeil, head of digital marketing at Fiat Chrysler Automobiles US, which beta tested the similar audiences for search, told Google, “In less than two months, similar audiences for search delivered an 11 percent increase in clickthrough rate and 22 percent more conversions across our test campaigns.” – Search Engine Land

Best Practices:


  • Use Bid Only Targeting First
  • Use Similar to Converting Audiences or other best performer lists
  • Apply to Dynamic Search Ads to quickly reach highly qualified users

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