Google is finally rolling out Similar Audiences for for Search and Shopping campaigns. The feature has been in beta for some time now but the announcement means all advertisers will soon be able to take advantage of similar audiences across their campaigns.

The new feature will enable you to turn your existing site visitors into a larger audience of people searching for the same things. We’re slightly geeking out about this one.

Similar Audiences for Search

If you’re hot on your remarketing efforts, then the concept of similar audiences will be nothing new to you. It builds new audiences based on your previous visitors via your remarketing lists for search ads (RLSAs), allowing you to target people with similar search behaviours to people who are already interested in your brand.

Here’s 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 behaviour[sic], such as people who searched for ‘buy lightweight running shoes’.”

The great thing about similar audiences is they’re constantly updating, based on the search habits and actions of users. So, once someone visits your site, after seeing your ad via similar audiences, they’ll instantly be moved off that list because you’ve now secured that lead. Likewise, as soon as someone shows similar search habits to your previous visitors, they’ll be placed on said list and shown your ads via similar audiences.

Impressive results in testing

This rollout is pretty big news and we’re talking about a feature advertisers have been highly anticipating. If you haven’t read Google’s announcement yet, there were some impressive results seen by major brands during the beta test:

  • Fiat Chrysler Automobiles: Saw a 22% increase in conversions by using similar audience for search.
  • John Deere: Saw a 300% increase in CTRs and 32% increase in conversions.
  • GameStop: Saw a 30% increase in conversion rates.

Those are some impressive numbers and they only make us more excited to start working with similar audiences for Search and Shopping. We’ve enjoyed some good results with custom audiences for display campaigns but opening this feature to search campaigns is going to take custom audiences to an entirely new level.