you’d risk cutting out high-quality prospects and undermining your convers...

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Perhaps—you’ll be able to craft timely offers and well-targeted messaging.In other words, seasonal event segments for in-market audiences will allow you to differentiate between consumers who are interested in your business in general and consumers who are interested in your business for a specific reason.Impact on your holiday marketing strategyUnsurprisingly, both Black Friday and Christmas are getting their own in-market segments when this update arrives in the Google Ads interface.

Using these to bolster your messaging at a time when competition is Egypt Phone Number List insanely high is a no-brainer.For example, let’s say you sell outdoor apparel for the winter season—coats, hats, scarves, etc. With the Black Friday in-market segment, you can reach people who are specifically looking to buy apparel from retailers running pre-holiday promotions. With this in mind, you can write your messaging accordingly:







Winter Coats for Women￨Limited Time Black Friday Sale.”Next steps for youYou should see affinity audiences for search and seasonal event segments for in-market audiences in your Google Ads account at some point in the next few weeks—just in time to play around with them before Black Friday comes around.Would I recommend immediately layering affinity audiences over your top-performing keywords? No, I wouldn’t. Remember—the general purpose of rolling out affinity audiences for search is to allow you to refine the reach of your text ads and drive an increase in conversion rates. However, if you were to layer an affinity audience over a group of keywords that are already performing wonderfully for your business.