Search Engine Marketing Strategies - New Audience Targeting Options

Search engine marketing strategies - how to use audience targeting

Do you know why the name was changed from Google Adwords to Google Ads?

Because it is not about the word or the keywords anymore. Google ads have changed over the years. It now has more ways to target audiences beyond just keywords. For example, audience targeting via Google Display Network, remarketing campaigns, similar audiences,  Gmail ads, youtube ads, remarketing list for search ads ( RLSA ), and so on. While it can be confusing for many. It is also an opportunity to get these low-cost clicks compared to search cost which is the highest in the world in UAE. Let’s explore some of the audience targeting options in this search engine marketing post.

What is audience targeting

Audiences are groups of people with specific interests, intents, and demographics.

See the table below for a brief description of the different audience types to use for targeting in your campaigns:

Audience types you can target across campaign types beyond standard search engine marketing

Campaign type	Type of audience you can target to show your ads
Display Advertising campaign	Affinity, Custom affinity: What their interests and habits are Custom intent, In-market: What they are actively researching or planning Remarketing: How they have interacted with your business Similar audiences: New users with similar interests to your site visitors
Search Engine Marketing Campaign	In-market: What they are actively researching or planning Remarketing: How they have interacted with your business Customer Match: What you know about your customers’ activities Similar audiences: New users with similar interests to your site visitors
Youtube Video Ads	Affinity, Custom affinity: What their interests and habits are Custom intent, Life events, In-market: What they are actively researching or planning Remarketing: How they have interacted with your business Customer Match: What you know about your customers’ activities Similar audiences: New users with similar interests to your site visitors

We use remarketing effectively for our clients. The reason is people who visited your site and never converted, this is a great way to reach them and show them your customized banner ads beyond search engine marketing. Not only is the cost lower, but the conversion rate and recall value is also higher too

You can add the above audience targeting to any campaign and reach people based on who they are, their interests and habits, what they’re actively researching, or how they have interacted with your business. Audience targeting can boost your campaign’s performance by reaching people browsing websites, using apps, or watching videos.

Leads Dubai is a Digital Marketing Agency in Dubai. We are also google ads certified and practicing PPC and search engine marketing since 2013. Talk to us about your search engine marketing strategies and how to benefit from them. Let us know in the comments if you are currently using any of the above audience targeting options

Image credit - https://marketoonist.com/2014/08/targetmarket.html