Allowing marketers to selectively target who sees their ads based on consumer behaviour, audience targeting through search is a powerful tool in the advertiser’s arsenal. This chapter discusses the main approaches, covering:
- Audience targeting overview: What are the main opportunities, and what are the potential pitfalls advertisers should be aware of?
- Implementation: How can audience targeting for paid search be achieved, and what are the data requirements?
- Approaches: From remarketing lists for search ads (RLSA) to customer match, what are the main approaches and strategies for audience targeting offered by Google?