New Google Adwords Function: Interest Category Marketing

Google Adwords is currently introducing different new features such as «One Line AdSite Links » Y "Image Search Ads", but the one that I find the most interesting is "Interest Category Marketing", which is not yet openly available but I have access to the beta with a campaign 🙂

How Does Interest Category Marketing Work?

It is a new way to take advantage of the display network, only that instead of advertising in a contextual way with keywords or choosing managed placements we can target our advertising to users with specific interests.

How do I create an ICM Campaign?

We create a campaign normally and then instead of adding keywords or managed placements, we go to "Audiences" and select the categories from the list of interests.

What are the categories of the interest list?

There are currently 26 categories, among which are:

- Arts & Entertainment (+50 million global users)

- Autos & Vehicles (10-20 million global users)

- Beauty & Fitness (3-5 million global users)

- Books & Literature (10 to 20 million global users)

- Business & Industrial (10 to 20 million global users)

All categories are divided into subcategories for further segmentationFor example, in "Books & Literature" we can segment by those who have an interest in Fan Fiction or Classic Literature.

I suppose that over time the categories are going to increase in size and perhaps segment even more.

My first impression of this new audience targeting feature is Very good, although I have only tested it with one campaign yet, and not enough time has passed to make any major optimizations.

Did you try Interest Category Marketing with an account? What is your opinion or experience? 😉