Shopping campaign audience configuration is an important aspect of campaign setup which is often neglected. Shopping campaigns’ primary targeting mechanism utilizes keyword matching between the search query and the product feed, with only limited control. Audiences provide another mechanism for improving the match, and the quality of the auctions we bid into.
Dependent upon the market targeted by the products in the shopping campaigns, it may be beneficial to performance to both include, and exclude certain audiences. There is sometimes significant benefit gained by excluding certain audiences from targeting. Negative audiences help to shape campaign performance in the same fashion as positive audiences.
Examples of audience types include including certain in-market audiences, interests, and demographics including age, gender, income level, homeownership, search intent matching, and two types of audience-based keyword matching.
Blastoff develops audience profiles that serve to maximize the performance of Shopping campaigns over time.
More: Articles on audiences