Impact on your holiday marketing strategyWith the holiday season comes a surg...

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Great news, search advertisers: In preparation for the rapidly approaching holiday season, Google has announced two new ways to reach your target audience with your text ads. With the help of affinity audiences and seasonal event segments for in-market audiences, you’ll be able to get your best messaging in front of high-quality prospects with ease.Google Search audience targeting optionsVia Google.Let’s take a closer look at each of the new targeting options—both of which will arrive in your Google Ads account in the coming weeks—and share some thoughts regarding their potential impact on your holiday marketing strategy.

Then, we’ll wrap up with some advice regarding the next steps you Egypt Phone Number List can take.Affinity audiences for searchIf you’re familiar with display advertising, affinity audiences are nothing new—marketers have long been able to use them to reach prospects across the GDN. Basically, an affinity audience is a group of consumers who have all demonstrated an interest in a particular topic. To determine whether someone qualifies for a given affinity audience, Google considers factors like search history, frequently visited web pages, and so on.Google Search affinity audiencesSoon, you’ll be able to improve your search campaigns by layering affinity audiences on top of your keywords.







In their announcement post, Google uses the example of a company that sells camping gear. If this were your company, you’d traditionally reach prospects by targeting keywords such as “tent for camping.” With an affinity audience, you’ll be able to target that keyword while simultaneously targeting users who’ve shown an enthusiasm for the outdoors.In other words, affinity audiences for search will allow you to refine your targeting such that the consumers seeing your text ads will be more likely to convert.