Search Ads: Behavioral Targeting

  • The eerie future of AdWords targeting

    … ads for more gear to keep them going or downloadable content for training plans! Evil example: Tempt people with tasty local food ads after they’re done working out. Segment audiences based on their resting heart rate. Did someone say segmenting by users with a pacemaker? I did. I’m not proud. 5. Chromecast behavioral targeting Facebook is able…

    Search Engine Landin Paid Search SEO Google- 13 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…

    Andy Taylor/ Search Engine Landin SEO Google- 13 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

    …, the average cost per action (CPA) is $59.18 on the search network. But if you’re in an industry where it takes multiple clicks before someone purchases, you easily could be burning through hundreds or thousands of dollars on paid search advertising. And conversion rates? Those haven’t changed much in 15 years. The average conversion rate is about…

    Larry Kim/ Search Engine Landin Social- 17 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- 11 readers -
  • In case you missed it…

    … Network delivers. Your business goals are our priority, and your needs shape our vision for the future of search. As a critical part of your complete advertising solution, we back your creative ideas with a robust network that reaches people unlike those you’ll find anywhere else. It brings you to the forefront when your customer is on the verge…

    Search Engine Landin SEO- 16 readers -
    Earlier about the same topic:
  • Decision trees for SEM segmentation

    … One of the most common and difficult choices you’ll make when managing an SEM account is deciding when to segment keywords. Any search manager worth his or her salt knows that segmentation is key to PPC optimization, but what’s the best rule for how granular you should get? There are a few different camps on this. There are the long-time…

    Search Engine Landin Paid Search SEO Google- 13 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- 8 readers -
  • Dynamic remarketing: not just for retailers anymore

    It would be every advertiser’s dream for a user to convert on the first visit to their website. You’d only pay for one click; there would no need for attribution. Oh, how simple things would be! Unfortunately, that isn’t the reality in any vertical. Whether it’s buying some shoes, getting a mortgage or requesting a product demo, people like to do their research, and in fact ...

    Search Engine Land- 8 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- 18 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- 26 readers -
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