Search Ads: Behavioral Targeting

  • The eerie future of AdWords targeting

    … “OK Google, tell me how creepy things are going to get.” How would your 2006 selves respond to our advertising toolbox of today? Much of what we internet users and advertisers deem as normal would have been considered creepy or just plain impossible 10 years ago. With demographic targeting for search, cross-device attribution and much more…

    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- 17 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- 14 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- 19 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- 14 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.

    Search Engine Land- 19 readers -
  • Searching for searchers: Audiences are the new keywords

    … levels, but search is now on the cusp of something greater: the ability to create campaigns to specifically meet customers, wherever they are. Just as exciting, we can use audiences to help us stop wasting digital marketing spend… and those audiences don’t have to be limited to users who have engaged with us from a search standpoint. Could all…

    Search Engine Landin SEO- 10 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- 9 readers -
  • Using Paid Search To Bring Customers In-Store

    … messaging, then utilizing a broader canvassing campaign to solely promote e-commerce. In addition to geography, search queries can provide insight into the likelihood of a consumer coming into the store. For example, searchers using keywords including “near me” or searching for specific geographic locations are probably planning a visit. Moreover…

    Amy Bishop/ Search Engine Landin Paid Search SEO- 18 readers -
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