Google has been busy introducing new audience targeting features throughout 2019 but Combined Audiences might be the biggest yet. At the moment most advertisers use a mixture of RLSAs, In-Market & Demographics in their audience targeting. This new feature, however, will allow us to use combinations of each audience type using “And”, “Or” or “Not” options. And, yes, there is now an option to exclude an audience if you want to completely avoid targeting them within a campaign too.
Combined Audiences are considered to be a big development because it is the first time that advertisers have been able to ensure that ads are only shown to users in at least two different audiences. Our Paid Search team have started to test combined audiences by adding them to campaigns to observe the quality of traffic that is generated & if there is an uplift in conversion rate and revenue. Look out for a blog post at the start of 2020 where the results and next steps will be highlighted.
Targeting people in such a granular way could be a good strategy for increasing metrics such as conversion rate. This is because ads are more likely to reach users further up the purchase funnel. A good example for a beauty brand to utilise could be to combine the health and beauty in-market audience with a non-converters list. This would ensure ads will only show to people who have shown search intent for related products and have been on the website already, but also previously left before completing a transaction.
If you are looking to improve your paid search campaigns then please get in touch with us today.