Google continues to place more focus on audience-based targeting instead of keyword search. An example is the recent launch of the Home Owner Audience product.
Home Owner Audience makes it possible for businesses to target ads to people looking for home services such as plumbing and painting. At True Interactive, we’ve been using the product in beta and have been seeing positive results. The product is useful because it allows advertisers to exclude similar but irrelevant audiences such as apartment renters who are more likely to rely on their landlords to manage in-home repairs.
We’ve also been seeing Google display audiences in more refined ways. Through Google’s In-Market Audiences product, advertisers can target, say, people searching for Acuras in a certain zip code based on the search activity of the car shopper. A product such as In-Market Audiences has strong potential for any high-consideration product such as real estate or financial services, where consumers need to do considerable online research before making a purchase.
The move toward stronger audience targeting started when Google began to cut back on long-term keywords as a focus and began offering more demographic targeting. The idea is to hit a targeted audience with more focused, highly qualified keywords to drive a more qualified audience to advertisers.
The implication for brands: start sharing your customer demographics in more detail with your agencies, or, if you don’t have an agency, with your paid search team. Doing so will help you drive new business by expanding campaigns that drive a more qualified audience to you.
Contact True Interactive for more insight. We’re here to help.
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