The feature lets advertisers customize search ads campaign for individuals who have formerly visited their sites, and tailor the bids and ads to these visitors when they’re searching on Google and search partner sites.
The ability will work exceedingly to target customers based on whether or not they’ve searched for the same things as previous site visitors.
How it works?
AdWords looks at the search activity in a short time frame around when visitors are added to your remarketing list to recognize aggregate search behavior of visitors in your list.
Based on this information, the system automatically finds new potential customers whose search behavior is similar to that of people in your remarketing list.
“Say you’ve created a remarketing list of people who bought running shoes from your sporting goods site. Instead of helping you reach broad groups of people interested in “running,” similar audiences will identify that people on this list tended to search for “triathlon training” and “buy lightweight running shoes” before coming to your site and making a purchase. Based on this, similar audiences will then find other people with similar search behavior, such as people who searched for ‘buy lightweight running shoes.”
Your similar audiences’ lists will naturally get updated as the original list evolves and people change their search activity. So, you don’t need to update the similar audience list after it gets created.
Customer Match for Shopping Campaigns
In addition to introducing Similar Audiences for Search and Shopping, Google also announced Customer Match is now presented to Shopping campaigns globally. Customer Match enables advertisers to use email lists to target Shopping campaigns to high-value customers.