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If Google Ads are a part of your marketing strategy, you’re probably always on the lookout for ways to boost performance.

But that’s easier said than done. You could spend countless hours tweaking every ad as you A/B test minute differences in copy and structure – or you could utilize Google Ads extensions.

You may be familiar with Google Ads extensions; you may have read about them or maybe you’re even using them already.

But you may not realize Google adds more types nearly every year.

This guide will help you understand each type of ad extension, so you can optimize them for maximum performance and get more bang for your PPC buck.

Google Ads Extensions Basics

Let’s start at the beginning.

What Are Google Ads Extensions? Why Should You Use Them?

Better ad ranking: Google uses a variety of factors to determine your ad position, including expected CTR, relevance, and landing page experience. Simply using ad extensions will automatically improve your ranking, because it allows Google to offer a better variety of ad formats.

Manual And Automated Extensions

There are two general extensions categories: manual, which requires some setup, and automated.

Most of the extensions discussed here are manual, though some of them can also be dynamically applied by Google when it predicts they will improve performance.

It’s important to note that in February 2023, Google announced several changes to automated extensions, including allowing them to be shown alongside manually added extensions like sitelinks, callouts, and structured snippets (more on these later).

They can also be added at an ad group, campaign, or account level, and may be included in reports.

14 Types Of Google Ads Extensions

Now that we’ve covered the basic categories of extensions, let’s dive deeper into the different types.

1. Location Extensions

Location extensions list your location on its own line, helping people find your location(s), a map to your location, or the distance to it. These may also include a phone number or call button for mobile users.

This extension, which can be automatically applied, is ideal for any business that depends on in-person transactions, including restaurants, retail locations, and service providers like barbers or beauty salons.

There are also benefits for primarily online companies, as a physical address can increase your legitimacy in the eye of customers.

2. Product Extensions

By linking your Google Merchant account to Google Ads, product extensions allow you to enhance your products listing.

This is a useful tool for any campaign in which you’re selling goods related to your target keywords.

Because products are more specific than location or phone number, you’ll want your campaigns to be more granular, particularly if you sell a wide variety of products.

3. Sitelink Extensions

Useful for directing users to other pages on your website, sitelink extensions allow targets to choose where they would like to go, as opposed to just visiting your landing page.

Making it easier for users to find exactly what they’re looking for can increase your CTR significantly.

Common pages used with sitelinks include Contact Us pages, pricing pages, sale pages, and testimonials pages.

Ecommerce sites have used them to great effect when directing customers to specific categories pages.

These can be added manually or dynamically as an automatic extension.

4. Seller Ratings Extensions

Showcase your business’s reputation and build trust with seller ratings extensions.

Google gathers ratings from reputable business review sites and aggregates them into a single rating on a five-star scale.

This extension shows your overall rating, as well as the total number of reviews. They also sometimes include a qualifier to describe the rating (e.g., same-day delivery).

These automated extensions typically only appear if you have a minimum number of unique reviews and an average rating of 3.5 stars or better.

5. Callout Extensions

A versatile extension with all sorts of uses, callout extensions are 25-character snippets used to highlight important selling points, sales or any other key points about your business, products, or services.

For example, if you want to promote a 25% off sale, free delivery, or your business’s 60th anniversary, callout extensions are perfect.

The best callout extensions tend to use numbers and specifics (i.e., “5 left in stock,” works better than “limited quantities remain.”)

If your website includes useful information like “online reservations,” these descriptions can be added automatically as a dynamic callout, as well.

6. Structured Snippets Extensions

Identified by colons, structured snippets are useful for highlighting specific products, services, and features users may be looking for.

Like sitelinks, you can select these manually or they can be dynamically applied by Google.

7. Call Extensions

You can include call extensions manually or Google can apply them automatically.

8. Affiliate Location Extensions

Affiliate location extensions are useful for companies that sell their products through third-party retailers.

They help users find nearby stores that carry your items, helping them decide where and what to buy.

These are commonly used by manufacturers who work with major retail chains, as they do not specify your own business’s location.

9. Price Extensions

It’s no secret that price is a key factor in almost every buying decision.

Price extensions let you set cost expectations upfront, establishing transparency and helping build trust with searchers.

As a result, users are more informed and more likely to buy by the time they hit your website.

These extensions are useful for businesses that have variable pricing, sell service packages, or offer many different products.

10. App Extensions

From the local pizza place to real estate agents, it seems like everyone has a mobile app these days.

These only appear to users on mobile devices and direct users to your app in iTunes or the Google Play Store.

11. Promotion Extensions

Used to highlight sales and promotions, they appear below your ad and use the price tag icon or deal in bold.

You can also display up to two lines of copy with them to provide users with more information.

What’s great about these (aside from their effectiveness), is that Google is flexible on how you use them.

You can show promotion extensions on specific dates, days, or even hours, as well as allow you to use pre-populated event tags like Black Friday or end-of-summer.

12. Lead Form Extensions (New)

The newest Google Ads extension, lead form extensions eliminate the need for users to fill out a form on your landing page by allowing them to submit their contact information directly on the SERP.

13. Video Extensions

Video extensions allow you to show drive action below your video ad on the YouTube mobile app, providing the opportunity to extend your message beyond the primary video and keep viewers engaged.

14. Image Extensions

How To Set Up And Create Google Ads Extensions

Now that you know more about the different types of Google Ads extensions and how they can work for you, let’s take a look at how to set them up.

The first thing you need to do is determine your goals and which extensions will work to make them a reality.

Do you want customers to contact you? Visit your website? Submit their contact info?

Figure out what you want targets to do, and then select the extension that facilitates that.

From there, it’s a simple process:

Log into your Google Ads account.

Select your campaign or ad group.

Select the extension(s) you want.

Customize each type of extension.

Final Thoughts

With so many types to choose from, there’s an extension that will work for every organization, no matter what industry it’s in.

More Resources:

Featured Image: Song_about_summer/Shutterstock

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Amazon Ppc Challenges Google Ads

The study was conducted by Marin Software, extrapolated from billions of dollars of PPC budgets. Wes MacLaggan, SVP of Marketing at Marin Software offered this insight:

“While Google and Facebook continue to be the most prominent channels for digital ad spend, we’re now seeing more and more early adopters experimenting with Amazon’s ad offerings…”

Google Ads

Google Shopping Ads

Of the billions of dollars of ad spend researched, Google Shopping Ads represented about 27% of the Google Ad spend in US Dollars. Although it fell to 24% during the fourth quarter it regained in the following quarter, essentially staying flat.

Amazon Advertising

Amazon offers Headline Shopping Ads and Sponsored Product Ads. Headline Shopping Ads are more prominent, showing at the very top of the search results. They received a significantly higher CTR of 2.68% versus 0.49% for the Sponsored Product Ads (SPA), yet the SPA represented nearly 80% of the ad spend.

Key Differences Between Google and Amazon 1. Return on Advertising Spend

Mark said,

“Amazon searchers are typically much further along in the purchasing path, and are already in the mindset of wanting to purchase a product. Customer searches tend to be much more specific, and product focused. In Google, customers typically are still in the browsing stages, and wanting to either learn about products, or searching product categories. With customer’s search intentions differing greatly in Amazon vs. Google, it causes your PPC strategies to be much different as well.”

He then elaborated and explained that the Return On Advertising Spend (ROAS) is dramatically better on Amazon. And not just on your own brand name, but across the board on keyword phrases and competitor brand names.

The benefit of the higher ROAS is, according to Mark Jackson of Vizion Interactive:

“This allows your ability to boost incremental sales much higher than in Google.”

2. Algorithms

Amazon’s algorithm factors in things like reviews. This adds an additional layer of complexity to bidding on Amazon versus Google.

3. Ramp Up Time

3. Budget Strategies

A key feature of Amazon is that it is a de facto shopping search engine (much like YouTube is a video search engine). Because of this, consumers are lower on the sales funnel (lower is better).

This affects budget strategy because bidders on Amazon on more specific as opposed to on Google.

Mark Jackson of Vizion Interactive offered this insight:

“In Amazon, customer’s searches are much more specific, causing broader terms to be less utilized (and less expensive). This ends up having a direct effect on the size of budgets you can push in Amazon vs. Google.”

It’s exciting to see competition in PPC. Competition benefits everyone.

Read the interactive Digital Advertising Benchmark Report by Marin Software  here.

Images by Shutterstock, Modified by Author

Screenshots by Author

Facebook, Microsoft & Google Ads Compared

If you have to choose between Facebook and Google Ads for promoting your SMB, Facebook is your best bet.

And in the debate between Microsoft Advertising and Google Ads, Google provides greater reach at a lower cost.

These are among the key findings of a new study by Cambridge University MBA students and ad platform Adzooma.

The study also considered whether landing page quality had an impact on conversion rates, and revealed new CPC and CPM benchmarks for Facebook, Microsoft, and Google Ads.

Which Factors Moved the Needle Most for Ad Performance

Facebook Ads was the most cost-effective channel on average.

Microsoft Ads was most responsive to increasing ad spend.

Google Ads had the greatest reach for the lowest cost.

How CPM and CPC Differ on Facebook, Microsoft, and Google Ads

Upon determining this connection between channel and cost KPIs, researchers went looking for the average CPM and CPC across Google, Facebook and Microsoft Ads:

This is because 54% of Bing users are over the age of 45, and a third of them have a household income of over $100,000.

How Increasing Ad Spend Impacts ROAS

Here’s what they found:

Microsoft Advertising showed the greatest ROAS for increasing budget in terms of impressions, a good metric for brand awareness campaigns.

How Sentiment Impacts Ad Performance on Google and Microsoft Ads

The opposite was true on Google Ads, where negative sentiment won the day with CTRs of:

Study participant Sunil Grewal, formerly of Amazon, said:

Landing Page Quality Had Greatest Impact on Conversion, Yet Few Excel Here

Srishti Warman, formerly an associate VP at Barclays Bank and an MBA Star winner at the Women of the Future Awards, was responsible for the study’s landing page analysis.

She explains:

“The task was to identify the key parameters that lead to a higher conversion e.g. faster page speed, better optimisation for mobile and web viewing, page responsiveness, etc. This analysis would eventually help understand not only which companies scale quickest within verticals, but critically, why.”

Warman found that although landing page best practices had the greatest impact on conversion rate, not a single one of those tested had perfect score for best practices in Lighthouse.

These best practices included using HTTPS, displaying images with correct aspect ratios, serving images with appropriate resolution, and avoiding a request for location on page loading.

Only 5% of landing pages had a perfect score for website performance checks.

That means that 95% of businesses are leaving money on the table.

Warman also noted that she was surprised to see that optimization best practices outperformed page loading speed as the most important factor in driving conversions.

In addition to the primary landing page factors studied—best practices, SEO, performance, and accessibility—Warman identified content quality, CTAs, and the PPC to landing page journey as impactful for improving conversion.

Key Takeaways from Facebook Ads v. Microsoft Advertising v. Google Ads Comparison

Facebook is, on average, the most cost-effective channel for SMBs.

Ads with positive sentiment perform better on Microsoft, and negative sentiment performs better on Google Ads.

Best practices were the most important conversion element for landing pages, followed by SEO (titles and meta descriptions, valid chúng tôi ensuring links are crawlable, etc.).


Study participants were given access to anonymized campaign data from the Adzooma platform, selected at random and spanning thousands of accounts and a variety of industries.

Participants used Lighthouse to evaluate landing page quality, as well as SEMrush, Screaming Frog, Adzooma, and Google Analytics.


Image source: All screenshots by author, February 2023

10 Best Security Extensions For Google Chrome

There are tons of Google Chrome extensions out there that can enhance your browser in various ways. They include specific extensions and tools for web designers, writers, gamers, and users who want to improve their productivity. 

Some extensions can improve the user experience of absolutely anyone, like the security extensions for Google Chrome. These include virus scanners, extensions that protect you from malware, ad blockers, anti-tracking extensions that help you maintain your privacy online, and even password managers to create and store unique passwords for your accounts. Here are the best Chrome extensions for added security of your online browsing. 

Table of Contents

How to Add & Remove an Extension from Google Chrome

The downside of having too many extensions added to Google Chrome is that they can slow your browser down. Luckily, both installing and uninstalling Chrome extensions is easy, and you can do that in minutes. 

All Google Chrome extensions live in the Chrome Web Store. Find the extension you want to add and select Add to Chrome to download and install it. 

If you later decide that you want to get rid of a particular extension, find it in your browser in the Extensions menu and select Remove from Chrome. 

The Best Security Extensions for Google Chrome

Now that you know how to add and remove Chrome extensions and where to find them, here are the best security extensions for Google Chrome to start with.

Avast Online Security is the first Chrome security extension that we recommend installing. It’s a standalone security extension from Avast that doesn’t require an Avast license, so you can use it in Chrome for free. 

The HTTPS (hypertext transfer protocol secure) ensures that your login information and other personal data are encrypted when you browse the web. Unfortunately, not all websites have made the switch from a less secure protocol HTTP to HTTPS. HTTPS Everywhere is a Chrome extension that automatically applies HTTPS encryption when you open websites that don’t provide it. This can help prevent people from spying on your browsing activity. 

A VPN Chrome extension is essential for anyone who cares about their online security. uVPN is a free extension that helps you browse websites securely by keeping your IP and location private. The free version includes two free locations that you can choose uVPN to connect you to: Germany and Spain. Other locations are available in various subscription plans.

uVPN also allows you to surpass geographical restrictions and unblock websites that you couldn’t access from your location before. 

Disconnect automatically blocks the most “harmful” trackers, and you can choose to block the rest manually. 

Privacy Badger is among the best browser tools for protecting your online privacy. Privacy Badger is a tool that learns about your online activity while you’re browsing. So the more you use it, the better it is at identifying and blocking trackers on the websites you visit. 

You don’t need to choose which trackers to block manually. Privacy Badger has a three-strike rule that allows the extension to block the harmful trackers while also leaving the harmless first-party trackers untouched. To see the list of the trackers on a particular website, open it in Google Chrome, open the Extensions menu and select Privacy Badger. 

DuckDuckGo is a Google Chrome extension that helps you protect your privacy when browsing. As part of the extension, you can set DuckDuckGo to be your default privacy search engine, which in turn will allow you to search the internet without being tracked. 

When enabled, DuckDuckGo also blocks third-party trackers and forces the websites to use an encrypted connection when you visit them. 

Blur is an essential Chrome security extension for anyone who wants to secure their online accounts and keep their online payments safe. Blur is a secure password manager tool that you use in Google Chrome for free. It helps you generate strong, unique passwords for your online accounts and store them so that you don’t have to memorize them or keep a list of them on your device. 

Blur also offers other security features, like tracker blocking and email masking. The latter masks your real data by generating random fake credentials. If you opt for a premium subscription, you can access other useful privacy features, including phone number masking. 

Removing your download history

Erasing temporary files

Deleting client-side Web SQL Databases

Removing flash cookies 

Cleaning up all traces of your online activity

Scanning your device for malware. 

Enhance Your Browser with the Best Security Extensions for Chrome 

If you become more curious about what else Chrome can do after adding security extensions to your browser, give some of these excellent universal Chrome extensions a try. They’re bound to enhance your browser and improve your user experience in Google Chrome further.

Best Free Chatgpt Extensions For Google Chrome

Here is a list of the best free ChatGPT extensions available for Google Chrome and Microsoft Edge. ChatGPT has undoubtedly taken AI chatbots to another level. It is a recently launched AI-powered chatbot developed by OpenAI, which is a large language generation model based on GPT (Generative Pre-trained Transformer) architecture. The primary goal of ChatGPT is to generate human-like text that can respond to a wide range of prompts in a conversational manner.

While ChatGPT is already amazing, you can further enhance its functionalities by using a web extension in your Chrome browser. There are several Chrome extensions that you can install and use as per your requirements. So, let us check out these free ChatGPT extensions now.

Best free ChatGPT extensions for Google Chrome

Here is a list of the best free ChatGPT extensions for different purposes that you can install and use in Google Chrome and Microsoft Edge:

WebChatGPT: ChatGPT with internet access

ChatGPT for Google

Merlin – OpenAI ChatGPT powered assistant


ChatGPT Writer

YouTube Summary with ChatGPT


ChatGPT Prompt Genius




1] WebChatGPT: ChatGPT with internet access

It is a great free extension that allows you to further enhance the functionality of ChatGPT. So, do give it a try.

Read: How to use ChatGPT – Beginners Guide.

2] ChatGPT for Google

You can use ChatGPT for Google. It is a free web extension for Chrome that enables you to use ChatGPT directly on Google, Bing and various other search engines. It displays responses to your queries from ChatGPT along with Google and other search engine results. This ChatGPT extension also supports Bing, DuckDuckGo, and a few other search engines.

Just add this extension to your Chrome browser and then it will start showing your search results with a ChatGPT tab on your search engine. However, you will first have to log in to your ChatGPT account to use it.

Some nice features that you get with this extension are Markdown rendering, Code highlights, Dark mode, and Custom trigger mode. You can also copy the result to the clipboard and paste it into a document editor. All in all, it is a nice extension to add ChatGPT to your search engine.

Read: ChatGPT Desktop App for Windows

3] Merlin – OpenAI ChatGPT powered assistant

Another Chrome extension for ChatGPT is Merlin – OpenAI ChatGPT powered assistant. This extension works on all websites through your entire web browser. You can even select a specific text on a website and query about it to Merlin. It will answer quickly.

To get started, you can install this free ChatGPT Chrome extension from here. After that, simply login to Merlin to be able to use it. It has two hotkeys for two different functions. When you want to call Merlin for action on a web page, simply press the Ctrl + M and it will display a prompt where you can ask a question. The second hotkey is Ctrl + Shift + R which is used to refresh a web page before calling Merlin.

You can copy the results to the clipboard. In case you don’t like a specific answer, you can refresh the answer and let it regenerate a new answer to your query.

This extension has a limitation in its free plan. You can ask up to 15 queries per day. To remove this restriction, you will have to make a purchase for its PRO plan.

4] tweetGPT

It also lets you select the tone of the tweets that you want to create through this ChatGPT extension. Funny, snarky, optimistic, excited, smart, controversial, and more are the ones that you can choose from. If you are replying to a tweet, it will autogenerate a reply based on the original tweet you are replying to.

So, add tweetGPT to Chrome and start autogenerating tweets within seconds.

Read: ChatGPT is at capacity right now; How to bypass?

5] ChatGPT Writer

ChatGPT Writer is yet another free ChatGPT extension that you can use in Google Chrome. As clear by its name, this extension is specially designed for writers to autotype emails and messages. It lets you briefly describe the content of your message and then it automatically generates a response that you can use for emailing and messaging. It supports multiple languages as mentioned on its official page on Chrome Web Store.

To use it, simply add it to Chrome and then log in to your OpenAI account. It will then work as a standalone extension that you can use on websites as well as email services like Gmail. You can generate emails/messages and then copy the responses to use them for emailing or messaging purposes.

Get it here.

6] YouTube Summary with ChatGPT

To quickly view and learn about the summary of a YouTube video, you can use this free Chrome extension called YouTube Summary with ChatGPT. It shows the transcript of the YouTube video you are currently watching. Once added to the browser, you can refresh your YouTube video and there will be a Transcript & Summary block on the right side. From here, you can view the transcript of the video with the timestamp.

It offers a Jump to Current Time option using which you can move to the summary of the currently played frame in the video. Plus, you can also copy the transcript to the clipboard or open it in a new tab.

Liked it? You can add it to your Chrome browser from here.

Read: Best AI tools for Content Writing.

7] Summarize

Summarize is the next free ChatGPT extension for Google Chrome. It is an AI-powered summarization technology powered by ChatGPT that automatically generates summaries for articles and text. This tool generates a comprehensive, accurate, reliable, and high-quality summary within seconds.

Get it here.

8] ChatGPT Prompt Genius

ChatGPT Prompt Genius is a free and open-source extension that allows you to use the best prompts for ChatGPT. It lets you create new prompts for ChatGPT and share the prompt on Reddit. You can add ChatGPTPromptGenius to Chrome, log in to your ChatGPT account, and then start using prompts for ChatGPT in different categories. These categories include Academic Writing, Fun & Games, Social Media & Blogging, Poetry, Philosophy & Logic, Education & learning, etc.

It also offers various Prompt Templates that you can use. You can also search for a required prompt and then import it into ChatGPT. It also lets you browse public prompts and use them. You can also toggle between dark and light modes. Furthermore, a dedicated History section is provided to check out all your previous prompts. It even allows you to set up various configurations.

See: A Guide to OpenAI and its Products and Services.

9] FancyGPT

The next ChatGPT extension on this list is FancyGPT. It is a nice free Chrome extension that lets you create ChatGPT snippets in a beautiful layout. You can download the created ChatGPT snippets in different formats including image (JPG), PDF, and text files.

10] Promptheus

Promptheus is a free Chrome extension to converse with ChatGPT. It allows you to use voice chat instead of typing to talk to ChatGPT. It is an efficient way to talk to ChatGPT. Just open your ChatGPT page, hold the spacebar, and then talk through your mic to enter your instructions to ChatGPT.

It is a simple extension, however, is effective if you want to give instructions to ChatGPT through your voice.

11] WritingMate

Use the WritingMate extension which is a ChatGPT writing assistant for the Chrome browser. You can use it to create reviews, autogenerate replies for messages, write tweets, create emails, get explanations on a topic, and much more. It comes with several templates that you can use, such as Fixing Grammar in a sentence, Generating a list of gift ideas, Writing a review, and many more.

To get started with this ChatGPT extension, add it to Chrome, and then open a tab and press Ctrl+M to open this tool. You can then enter your instructions and it will answer within a second. It lets you copy the response, send it as a prompt, and add it to your favorites.

Do note that the free plan of WritingMate lets you send only 10 messages per day. For more messages, you can upgrade to its premium plan.

What can I do with ChatGPT?

You can Generate summaries of books you want to read, Write a song with a description, Write stories, Generate jokes, Write code, Find mistakes in code, Play games, Create a resume, Translate languages, and more with ChatGPT.

Now read: Fix ChatGPT Error Codes 1020, 524, 404, 403.

4 Smart Tactics For Advanced Google Ads Audience Targeting

Gone are the days of solely relying on keywords to drive your PPC success.

With the relaxed keyword match types, the use of audiences in Google Ads has sophisticated tenfold.

Utilizing audience targeting is no longer an option for campaigns; it should be part of your overall campaign strategy.

1. Smarter Use Of Remarketing Lists For Search Ads (RLSAs)

Example: Target people who spend over your average purchase revenue when searching for competitor brands.

For example, an online grocery retailer could identify shoppers who spend over their average order value each week.

This is a great way of ensuring your budget is only spent on retaining profitable customers.

You can set the event parameters and add any conditions:

2. Combining Social Audiences With RLSAs

With more than 2.9 billion monthly active users, Facebook has no rival when it comes to the enormity of its audience.

While Facebook targeting can be beneficial to reach the masses, another main benefit Facebook offers lies in the potential granularity with which you can target Facebook’s users.

Unlike Google Ads, Facebook has information on what users actually “Like” or follow, and in-depth data from users’ personal profiles.

For example, a recent case study from Facebook showed that the brand Bombas saw a 27-point lift in ad recall for evergreen campaigns when utilizing Custom Audience targeting.

Example: Use Facebook to uncover new potential buyers and then target these people on search to increase the likelihood of them converting.

Facebook is one of the best platforms for expanding your reach and identifying new users who aren’t actively looking for your products or services right now.

You’ll then be able to create an audience list in Google Analytics which consists of traffic from this particular Facebook campaign:

Remember, like any audience list you create, the list must contain at least 1,000 members before being eligible for use on Google search.

Once you’ve populated your audience list with enough traffic from Facebook, create a search campaign on Google Ads which includes only top of the funnel keywords such as informational queries related to the product/service you offer (they need to be top of the funnel because this audience isn’t specifically searching for your product/service).

I strongly recommend this tactic if you feel like you have exhausted current demand on Google search in your industry, as it allows you to effectively create search demand by reaching new users and promoting consideration of your product or service.

You can also utilize this same strategy using Microsoft Ads to maximize your reach.

3. Using Custom Affinity Audiences

This tackles the issue with regular Google Ads affinity audiences in that there isn’t a predefined affinity audience suitable for every business.

Here you can create your own specific audience using free form interests entered as keywords and/or using URLs as a proxy for interest bundles:

In this example, the custom affinity targeting has built an audience of “Garden Enthusiasts” using interests (keywords entered) and URL targeting.

You’re able to get real-time demographic insights as you’re building the audience. This can help drive further granularity to ensure you’re targeting the right people.

While custom affinity audience targeting allows for more control on the GDN, I think it’s best used for brand building.

You can take an even more granular approach to GDN targeting by layering custom affinity audiences with other forms of targeting to increase campaign efficiency.

4. Combining In-Market Segments With Remarketing

In-market audiences allow you to set up your campaigns to reach people who are further down the funnel and are more ready to make a purchase.

Google accurately categorizes users so you can target those most interested in their offerings.

Google states that you can distinguish interest from the purchaser’s intent by leveraging real-time data and a powerful classification system based on demonstrated in-market behavior.

In-market audiences can help drive incremental conversions, helping you to connect with consumers as the last step before they make a purchase decision.

Here you will see a list of almost 500 available in-market audiences, with the option to further granulate the high-level categories (highlighted below).

The real impact on conversions comes when using in-market segments in conjunction with website remarketing lists.

You can layer the in-market segments on top of your remarketing lists to increase reach while maintaining a high degree of relevancy with the aim of bolstering overall conversions.


Paid search keyword costs continue to rise every year. If your marketing budget doesn’t increase to keep up with the shift, you’ll need to get creative to drive new demand growth.

With this in mind and the increased use of automation within Google Ads, I think Google will be continuing to add to its options of audience targeting in a privacy-centric way.

The PPC landscape is always changing. Make sure you keep on top of the latest features as well as test some of the tips outlined above to see whether they can deliver improved paid media results for your business.

More Resources:

Featured Image: Jirsak/Shutterstock

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