Increase Website Traffic and Conversions with AdWords Similar Audiences

Increase Website Traffic and Conversions with AdWords Similar Audiences

In a recent Google Academy on Air presentation, businesses managing AdWords campaigns learned how to find new, qualified users, called similar audiences to increase their click-through-rate (CTR) and conversions. These are audiences who have the same characteristics as your customers, those who have recently completed a conversion on your website after clicking on a paid ad. Audience Framework Google first lays out the audience framework, the process for setting up the similar audiences feature on your AdWords campaign. In previous presentations, Google had discussed the previous 2 of the 3 steps, Identify and Re-Engage for how you can find potential customers and drive them to take action after clicking on your ad. In this presentation, Google will be focusing on the third step, Expand, that will allow you to extend your reach to additional qualified users who have never interacted with you before. Important Note: Before discussing how expanding your reach to similar audiences can benefit your campaign, Google stresses the importance of using remarketing lists. This is because: 96% of people who visit website without taking any action. 84% of people on remarketing lists will be re-served within a month. Reaching New Users: Similar Audiences In Google’s marketing funnel, similar audiences plays a big part in influencing consideration. With similar audiences, you will be able to find new audiences who share characteristics with your website visitors. After showing interest and clicking on your ad, you will then be able to drive action and grow loyalty from them. So within your remarketing lists, Google will choose new users who “look” like them, thus, developing your similar audiences list. This...