Every brand has its ideal target audience groups. However, reaching this ideal audience group is a daunting challenge. Google has set out to simplify this challenge by launching Affinity Segments in AdWords and YouTube. Affinity Segments have been structured with TV-style audiences in mind.
Google gathers knowledge about the types of pages users visit, visit frequency and time spent on the pages they visit and links interest categories with each user’s browser. Google then uses this know-how to define consumer affinities. With customer likes outlined so clearly, brands can target exactly those people who they’re sure are interested in their products. Affinity Segments helps brands reach their ideal target audience through 80 unique lifestyle segments based on interest categories and demographics.
If none of those 80 segments are right for your brand, it’s no sweat. You only need to contact your account manager and have them set up a customized segment just for you.
Consumers also have a say in this where they can play with their interest categories in Ads Settings so they see only those ads they will be interested in.
Automobile maker Mazda tried out Affinity Segments to promote their new car Mazda6. Mazda6 was an innovative product for the brand which comes with new technological changes and required them to adopt an equally innovative marketing approach. As a result, Mazda could reach 10x more users compared to earlier campaigns.
Want to know how to get started with Affinity Segments? Pay Google’s Help Center a visit.