The Rise of PPC Audiences: Transforming Targeting Strategies
The focus of marketers in the last several years has been on PPC audiences. This is justified for many reasons. Earlier, there were keywords and paid social: both of which did not cross paths. In the present day, various strategies have emerged to combine the objectives of targeting paid social and keyword search. Notably, there are now options such as RLSA (Remarketing Lists for Search Ads), in-market audiences in search, and re-marketing, among others. These techniques provide effective means to leverage both paid social media and keyword-based search advertising.
Social PPC is here to stay and the focal point is audience targeting. You can use keywords for targeting social ads. However, keyword targeting is not enough for social PPC success. Audiences have to be layered into the mix.
Another trending feature is Remarketing. RLSA creates a perfect synergy between audience targeting and search intent.
PPC audiences play a pivotal role in the 4 P’s of marketing, namely promotion, price, place, and people. Historically, people were considered the least significant aspect. However, in today’s context, we must acknowledge the significance of understanding our PPC audiences. Is it sufficient to solely focus on clicks and conversions without considering the identity and characteristics of our customers?
Indeed, the fact remains that you absolutely need to care. Over the years, there has been a significant evolution of search. It has become more costly and fiercely competitive. Consequently, search had to adapt and transform in order for advertisers to sustain their profits. This is precisely where audiences come into play.
Here are the top 5 articles about PPC audiences:
- “In-Market Audiences For Google Search Campaigns” by Dan Roberts
This is an excellent report on AdWords in-market audiences, launched recently. . As per this post, details are provided on the mode to use in-market segments in search. It highlights the shift of power from advertisers to Google.
- “No, Paid Search Audiences Won’t Replace Keywords” by Kirk Williams
A thoughtful article on why it is still crucial to use the keyword search in spite of several options of audience targeting.
- “PPC Audience Targeting From Google To Social” by Alaina Thompson
This is a detailed article on launching social targeting (paid) with links to other detailed articles on audiences of search. The author stresses the importance of customer match.
- “Podcast: Michelle Morgan, Negative Audiences and Audience Shaping,” an interview of Michelle by JD Prater
This is not an article but a cool podcast. Michelle explains in detail about negative audiences as well as reasons why they are crucial.
- “Getting Started with Audience Targeting in PPC” by Melissa Mackay
This article offers a little something on all aspects targeting of audiences. It deals with offers aned also selecting audiences.
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