Remarketing lists for search ads (RLSA), that connects you with people visited your website before, but to help advertisers engaging both new and loyal customers, Google rolls out 'similar audiences' for Search and Shopping, alongside 'Customer Match' for Shopping on Monday.
Similar audiences, which helps advertisers connect with more people who share similar interests as your past customers, right when they search products and services similiar of yours—-can be built from the past visitors remarketing lists for search ads (RLSA).
Imagine you're marketing a hotel in Hawaii using RLSA, and you want to connect with summer travelers. The people in your "Recent Converters" list might be searching for things like 'flights to Maui,' 'scuba classes,' and 'flip-flop sandals.'
Similar audience, powered by machine learning, uses past searches for the same things as existing customers in your 'Recent Converters' list might be searching for similar things when they landed on converted on your website.
Google in an example explains how similar audiences work says, "similar audiences can help unlock new opportunities to grow your business." For example,
"you may discover generic terms work better with a similar audience applied to them. You can also use it as a bid modifier to be more competitive in a crowded auction, tailoring your bids to reach people who are more likely to buy. You'll now see Search list size estimates for your similar audiences, letting you know how many people they can reach. These audiences can be applied to both your Search and Shopping campaigns."
While the Customer Match for Shopping campaigns, which rolled out Monday globally, let by using email lists helps you connect with your high-value customers–like previous purchasers, newsletter subscribers, rewards members and in-store shoppers.
Say for example, "you manage marketing for an online apparel retailer, and you're interested in connecting with your rewards members. To make it easy for you to reach these customers when they're shopping, you can now use your 'Rewards Members' customer email list to show them relevant Shopping ads featuring your latest spring styles," Google explained.
In the video below, yoi can see how you can improve your search campaigns with Remarketing Lists for Search Ads: