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Adwords – Similar Audiences for Search

New AdWords Feature: Similar Audiences for Search

Google AdWords is constantly changing and it’s becoming increasingly important to stay on top of these updates to stay ahead of your competitors, while maximising ROI. Google AdWords has quietly implemented a great new feature that allows advertisers to stay ahead of the curve: Similar Audience for Search.

What is Similar Audience for Search?

The Similar Audiences feature allows advertisers to reach new customers with similar search (query) behaviour as your current customers. Put simply, it’s a powerful – but simple – way to reach a much larger audience and drive clicks and conversions among an untapped audience.

For example: imagine you’re “” and a user searches on Google for the query “Car Insurance in London” and visit your website. AdWords will automatically add any user that did not visit “” website but performed similar searches to your current customers on Google Search.

What Are The Benefits of Similar Audience?

Similar Audience for Search is good for any client looking to build brand awareness and acquire customers similar to their existing customer base.


Reach the right people, at the right time and place.  With the Similar Audience feature, you can increase the reach of your Remarketing list for search ads and target new and qualified prospects on Google Search.


You can target users with similar queries in the last 24hrs as your most valuable website visitors. Delivering your ads to the right people, at the moments that matter.


Optimise your results when layered as Bid-only.  This allows you to set bids for individual targeting, such as £3 for ‘Car enthusiast’, whilst still using ‘Keywords’ as your primary targeting. Allowing you to set ‘Interests and Remarketing’ to ‘Bid only’ with an increased bid on ‘Car enthusiast’ to increase the chances that your ads will show to people who have that interest in common.

Want to know more about how you can use the Similar Audience feature and more? Do not hesitate to contact our Paid Search experts.