This is an interesting development. Google is rolling out Custom Intent Audiences for the Google Display Network. Essentially, it allows advertisers to target “people that want to buy the specific products you offer, based on the data from your campaigns, website and YouTube channel.”
According to the director of product management at AdWords – Anthony Chavez, there are two different types of custom intent audiences.
- You can create yourself based on URLs and topics that people are likely to look at when they are interested in your products
- An automated, machine-learning based system that will create the audience for you based on the campaign you are running and the target audience which is inferred from their characteristics.
It will be interesting to monitor how the custom intent audiences perform.