These days, no two customer journeys are alike; some are short and focused, while others span days or even months. Yet, no matter where they are in their journey, people expect ads that are relevant to who they are and what they’re looking for. In fact, 64% of smartphone users now expect to get information specific to them and their situation while using their device.1
That’s why over the last year we’ve rolled out two new products to help you reach the right customers on Google Search in a privacy-safe way: in-market audiences and detailed demographics.
Increasing transparency for personalized advertising
While we know people prefer ads that are personalized to their needs and interests, we also know they expect these ads to offer transparency and control. As part of our longstanding commitment to user privacy, we recently announced new tools that provide more visibility into the data used to personalize ads and the companies involved in the process. These are in addition to existing tools like Ad Settings, where users can easily update their ads preferences or opt out of ads personalization all together at any time.
Read our personalized advertising policy to learn more about our standards for what data may be collected as well as which interest categories we do not permit advertisers to use on our services.
Reach the right audience with your ads
In-market audiences help you connect with people who are actively considering buying your products or services. StubHub, one of the world’s largest ticket marketplaces, wanted to make it easier for fans to find their next event. With in-market audiences for Search, the brand selected audiences like “Event Tickets” to find people who were searching on Google and also likely to purchase tickets. By focusing on these in-market customers, StubHub saw a 50% increase in both clickthrough rate and conversion rate when compared to its normal search traffic. These in-market audiences now represent 20% of the brand's total conversions on Google Search.
Detailed demographics lets your further refine who you show ads to. This can help you reach broad segments of the population that share common traits. For example, if you’re looking to reach college students or homeowners who are searching for what you have to offer.
Learn more about adding audiences, like in-market audiences or detailed demographics, to your Search campaigns in the Google Ads Help Center.
Posted by Tript Singh Lamba, Product Manager, Search Audiences
1Google / Ipsos, Jan. 2019, Playbook Omnibus 2019, n=1,610 US online smartphone users, A18+