Pay per Click

Google Ads Introduces 2 New Ways to Target Users in Google Search

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.

“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.

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.

Pay Per Click (or PPC advertising) is a form of paid digital marketing where advertisers pay a fee each time their ad is clicked.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn. However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines. We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

Google Ads Introduces 2 New Ways to Target Users in Google Search How Does PPC Advertising Work?

Once you have an amazingly written ad spiel, you can bid on a series of search phrases or keywords you want your advert to appear for. What placement your ad gets depends on two things: your bid price and your quality score. Your bid price is how much each click will cost you – so if you bid €1.50 and 100 people click on your advert, it will cost you €150.

Your quality score is decided from a number of factors including: your land page copy, your click metrics, your website’s metrics, amongst others.

Sounds simple enough?

Not quite, to get great conversion rates (people actually buying/signing-up for your offerings) takes a lot more than getting people to click on a link.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn.

However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines.

We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

We’ll take a look at the benefits of both services to help you decide the best fit for you business and the best way to reach your target audience.

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