The recent SMX West conference featured a discussion on how PPC marketers can target audiences through Bing and Google. Online marketing has evolved from generic keyword targeting to something more sophisticated, and Bing and Google provide many tools you can work with. For example, you can use Google Detailed Demographics to direct different ad copy to different subgroups, while Bing Ads allow integration with LinkedIn. Learning how to use these tools can lead to better CTRs and, ultimately, a better connection with the audience that fits your business.
- For advertisers aiming to target their audience, targeting has noticeably changed but one form of targeting that is most affected is audience targeting.
- Recently, there has been a lot of movement away from the base keyword targeting model towards measuring how the audience is engaging with the keyword.
- List membership duration can be used with cookies to help you target a customer based on how many days he took an action on your site.
“One example Christi mentioned involved UTM parameters. Any elements that get passed to your URLs can be created as an audience. Now you know who’s coming in from a variety of campaigns to remarket to them and specify the message.”