Google has introduced two new ways to target users in Google Search. You can read about it here in an article by Search Engine Journal. For those of you who are in a rush, the bottom line is that you can use ‘affinity audiences’, which means copycat audiences that are interested in stuff like what you’re selling, and as such reach more prospects, and importantly, people who are passionate about what you sell/do.
You can also use seasonal event segments. In other words you could use the ‘Christmas’ segment to target prospects that were actively buying at this time in previous years. This works for both search and YouTube.