Shopping campaign audience configuration is an important aspect of campaign setup which is often neglected. Shopping campaigns’ primary targeting mechanism is keyword matching between the search query and the product feed, with minimal advertiser control. Audiences provide a mechanism for improving the relevancy of the auctions where the campaign bids for ad slots.
Depending 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 can help to shape campaign performance in the same fashion as positive audiences.
Examples include using negative in-market audiences, interests, and demographics including age, gender, income level, homeownership, search intent matching, and even compound negative audiences.
Blastoff develops audience profiles that serve to maximize the performance of Shopping campaigns over time.
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