Yesterday Google announced something very interesting for Search campaigns.
In the coming weeks, we will be able to reach new customers in two new ways – using affinity audiences and seasonal event segments for in-market audiences.
Engage with people who might be searching for your product
Affinity audience – great for raising awareness and consideration drive towards your product. For instance, let’s say that your company sells running sneakers. To reach them you could use an affinity audience called “Outdoor Enthusiast” with generic running keywords.
With this additional audience, you can reach people who are searching for running sneakers, but also people who like to spend time outdoors.
At the right time in the right place
If you aim to build your brand, or to grow sales, it’s essential to not only know who your audience is, but also where they are in their customer journey cycle.
In market audience – serious way to reach consumers who are already actively researching or comparing your product.
Christmas is just around the corner, and you want to intrigue people with timely offers. With seasonal event segments, you can do just that.