Increasing Targeting Capabilities for Ad Campaigns
As Google Premier Partners, Thruline Marketing was recently whitelisted for one of the search platform's latest Beta products: affinity audiences for search.
These "affinity" audiences were originally built for display campaigns for business running TV ads that wanted to expand reach with online advertising. Google, however, realized there may also be value for these audiences in search and have since rolled them out as an additional layer to our targeted search campaigns.
Affinity audiences are established by understanding who users are and what they are interested in. Whether it's thrill seekers, book lovers, or do-it-yourselfers (all of which are real affinity audience options), Google has taken measures to better identify its audiences.
When it comes to relevancy for the EDU space, we've found several audiences to be relevant to our partners and their programs:
While data from these beta tests is limited having just rolled out in the last 30 days, the initial data for Thruline partners is promising.
As we continue to build data on these audiences, we will continue testing additional layers to further drive quality inquiry volume for our partners, ahead of competitors not part of this Google beta.
If you have more questions about affinity audiences in your search campaigns or about Google Betas, please reach out!
Caryn Tate, Senior Digital Media Buyer