New audiences and privacy measures in Google Search advertising

Last year, Google introduced two features to create audiences for search advertising – in-market audiences and detailed demographics. This year it brings updates to protect privacy and personal data of users. Will this change affect you?

Neither of the two customers who come to your e-shop are the same. But what they have in common is that if they want to see the ads, they want them to be as relevant to them as possible. This was one of the reasons why Google introduced two features in creating search advertising audiences last year to bring users even more personalized ads:

1. In-market audiences

In-market audiences are composed of users who have the same interest area and are actively searching for the keywords associated with it. If someone is searching for garden-related things for a long time, you will be able to target your ad when it comes to garden tools.

So by targeting these groups of people, you target the customers who are most likely to convert, especially with remarketing. Google has several processed categories to bounce you off.

2. Detailed demographic data

With detailed demographic data, you can create an audience from a group of people who share similar characteristics – like college students or new parents.

These features use machine learning to analyze huge amount of search queries to determine purchasing intent. When working with so much data, a question may arise, whether such targeting is ethical and how the Search users who see ads are informed about the work with their data…

New privacy measures

Despite the precise targeting that these two features allow, Google places great emphasis on privacy, transparency and choice. Therefore, they decided to take new measures in this regard, which they reported in a recent blog.

Now, users will be able to monitor how ads are tailored for them. Google has prepared features like Why this ad, or Mute this ad, etc. But as these measures may not be sufficient, Google will enhance the transparency and availability of information about what data is collected and how it is being treated.

This update can partially disrupt targeting as we know it, as users gain slightly more control over the ads they see. At the same time, however, as Google states in the blog, they are open to comments and feedbacks to create the most optimal system for everyone.

About the Author:

Marek Fule
Consultant for online business and marketing. Holder of every Google Ads certification. Account manager for BlueWinston and Shopping in EU. CSS Hero. Gamer.