Holidays are coming!
Last month Google announced that it will be rolling out two new seasonal events in-market audiences for Black Friday and Christmas to Search and Youtube.
In 2017, Google brought in-market audiences to Search. These audiences are built based on buyer-intent signals such as recently performed searches, surfing activity and interests. By using these audiences, you’re able to increase relevancy and ROI. Like with all audiences in Google Ads, you can add these to the campaigns as targeting or solely to observe how they perform in your campaign.
Now jumping to 2019, Google has added an extra segment to these in-market audiences: seasonal events. With the holiday season in sight, Google has added Black Friday and Christmas to Search and Youtube. Within these seasonal segments you’re able to target only Christmas or Black Friday shoppers who show interests in the products and services you have to offer. In May of this year, Google has added over 30 more categories, including many retail variations.
So what does this mean for your upcoming ‘end of year’ campaigns ? These new audiences are broadening your reach by targeting people that are not directly reached via the keywords used in your campaign. Because the in-market audiences are reaching relevant audiences that are further down the funnel, you’re driving potential high-value customers with an active state of mind to your brand and products which you would have never reached with another targeting. Don’t hesitate to ask your search or video experts for more explanation and see if these audiences can boost your business in the seasonal moment of truth.