Search Ads: Behavioral Targeting

  • The eerie future of AdWords targeting

    … to target people’s interests in specific media much more effectively than Google. That is, until Google starts tapping into Chromecast data gathered. You can identify which shows some users like and put them into interest targeting groups for search and display ads. I’d also be interested in serving ads on mobile to people using their Chromecast…

    Search Engine Landin Paid Search SEO Google- 11 readers -
  • What Google’s recent RLSA updates mean for advertisers

    At the recent SMX East conference in New York City, Google’s Jerry Dischler announced a number of paid search updates that should roll out in the near to immediate future. Among them, two in particular stand to expand the footprint of Remarketing Lists for Search Ads (RLSA). Here are the changes you need to know about, starting with the most impactful.

    Andy Taylor/ Search Engine Land- 9 readers -
  • New insights on the customer decision journey

    … For years, paid search has centered around clicks. Getting the most clicks. Getting the highest click-through rate. Marketers have obsessed at delivering the most clicks for the lowest cost. But who is behind all of those clicks? And what are they really looking for? New research at Bing Ads now allows us to better understand the customers…

    John Cosley/ Search Engine Land- 13 readers -
  • How to conjure big PPC profits with a few hundred dollars

    …. This will let you build the audiences you need to drive cheap RLSA campaigns through search. The end of horrific ROI Some marketers do Google Display Network advertising exclusively using remarketing. Why? Because the ROI for remarketing-targeted ads is so much higher than interest- and demographic-based targeting alone. So all I’m suggesting…

    Larry Kim/ Search Engine Landin Social- 12 readers -
  • The right way to get dynamic with Google AdWords

    … the same email addressed to them by name. Similar to DKIs, dynamic location insertion and the other customizer options let you customize, update and tailor your search and display ad text to each target audience group. Unlike DKIs, however, customizer ads are more flexible and much easier to control. After learning from Google support how to structure…

    Search Engine Landin Google- 10 readers -
  • In case you missed it…

    … More reach and more results. With Bing Network, advertisers are connecting with the right people, where and how they want to be reached — all in a more natural, predictive and personal way. It’s the intelligence that spans not only Microsoft products, but across platforms and partners. And as part of a comprehensive advertising approach, Bing…

    Search Engine Landin SEO- 12 readers -
    Earlier about the same topic:
  • Decision trees for SEM segmentation

    …, they’re clunky and not particularly effective if you have a large number of different city names. There are tricks in Bing Ads using param functionality, but again, they’re clunky at best. Instead, the burden falls on the advertiser to make the decision whether to segment a campaign out by region just to vary messaging or not. This is an experiment…

    Search Engine Landin Paid Search SEO Google- 12 readers -
  • Searching for searchers: Audiences are the new keywords

    … Search as we know it is changing, with keywords and match types giving way to a more audience-powered approach. It’s a transition that has been slowly coming, but now that remarketing and remarketing lists for search ads (RLSA) are available on Bing and Google, search marketers can no longer afford to ignore audience-based buying. In the new…

    Search Engine Landin SEO- 7 readers -
  • Dynamic remarketing: not just for retailers anymore

    … better results in any channel, which is why dynamic remarketing, in particular, is so valuable. For the last few years, dynamic remarketing has become a vital part of any online retailer’s marketing strategy, serving users ads dynamically populated with products that they’ve previously viewed. At my employer (Periscopix, a Merkle Company) we often see…

    Search Engine Landin Google- 6 readers -
  • Using Paid Search To Bring Customers In-Store

    …. Remarketing Lists for Search Ads (RLSA) are great for bidding up consumers who are near the store and likely to purchase. Consider how likely a recent site visitor, previous purchaser, or loyalist might be to visit the store in comparison to someone who hasn’t engaged with the brand. If you were using display remarketing, you wouldn’t want…

    Amy Bishop/ Search Engine Landin Paid Search SEO- 16 readers -
  • Think Differently About RLSA & Boost Your Conversion Volume

    … Remarketing is an important part of most AdWords account strategies these days. Aside from search (including Shopping campaigns), remarketing campaigns are probably the most utilized and successful campaign type for SEM advertisers. RLSA (Remarketing Lists For Search Ads) has been around for a couple years, and in a way, it combines the best…

    Susan Waldes/ Search Engine Landin SEO Google- 20 readers -
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