There’s good news on the search engine front for eCommerce store owners. Just in time for the holiday rush, Google Ads has introduced two new ways to target users. These sweet methods allow retailers more control over who sees specific marketing messages based on buyer intent and promotes greater conversion opportunities.
While Google Ads is already a staple in our pantry of CAKE marketing ingredients, our team is very excited about these developments. Here’s what you need to know about what they are and why they matter.
The first super exciting new user targeting feature from Google Ads is affinity audiences. But, what are affinity audiences? In basic terms, these are people that are grouped together based on browsing behavior. For example, there are segments for broad interests such as cooking enthusiasts and do-it-yourselfers.
Previously, affinity audiences were included in performance reports so that advertisers could see who their message reached and observed how they performed within a campaign. The change here is that advertisers can now specifically target these groups, allowing them to really reach these people in a very pointed manner. For eCommerce retailers, this is an excellent way to get your sales campaigns in front of the right people and at the right time.
Based on data from Google, automotive giant Volkswagen recently utilized the feature to achieve a whopping 250% increase in conversion rate versus non-audience traffic. Now that’s a tasty result!
Seasonal Event Segments
Another great new feature is the seasonal event segmentation for search and on YouTube. While event segmentation has been available for a while, this is the first time we’ve seen seasonal options, such as Christmas and Black Friday.
The best part about this is that you can layer this segment on top of others to reach shoppers specifically in the market for the types of products you sell. For example, you can use the Black Friday segment along with one for beauty products for a double dose of highly targeted exposure.
Google released information regarding Toyota’s use of this new feature. According to their spokesperson, the car manufacturer used Christmas and Black Friday targeting segments to look for users actively searching for a new car. With these segments, the company saw a 67% conversion rate increase and a 34% cost per conversion reduction. Simply put, these are sweet results that could easily be duplicated on a smaller scale for eCommerce sites.
What This Means for Small or Mid-Size Online Retailers
So, what does this mean for small or mid-size online retailers? In short, these new ways to target users gives eCommerce sites the chance to connect with very specialized audiences. Gone are the days of blindly targeting a specific ad to a varied audience that may or may not have an interest in the product you are selling. These new methods use very concentrated metadata to help ensure the people who are seeing your paid advertising message are truly in the market or have a valid interest in the products and services you are offering.
Confused? We Can Help
If this entire blog post just made your head spin, it might be time for us to talk. At CAKE, we strive to help you whip up the perfect marketing mix for your online store—including through paid advertising campaigns on Google. Contact us today to learn more about how we can utilize affinity audiences and seasonal event segments to help you gain exposure for your brand.