Audience Targeting for Paid Search

Chapter 9 of Paid Search Set Up

Targeting and optimising towards a specific audience brings huge opportunity to advertisers, along with added complexity. This chapter discusses different approaches to audience targeting.

By Econsultancy

28 minute read

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?