search marketing is based on search intent
UNLOCK THE VALUE OF AUDIENCE LISTS FOR SEARCH AUDIENCES
ARE FAMILIAR
IN THE CONTEXT OF
Direct Mail
Email
BUT
AUDIENCE DEPENDENT
SEARCH IS
CHANNELS
DIFFERENT.
Phone
Customer Match Lists First-party data loaded to AdWords
Display
SEARCH MARKETING IS BASED ON SEARCH INTENT.
Your max potential reach is dependent on SEARCH INTENT + AUDIENCE SIZE
1
Social
+
Search audiences are typically built in one of two ways:
2
Remarketing Lists for Search Ads (RLSAs) Onsite page visits
These audiences are not innately segmented. Critical thought is needed in DEFINING useful audience segments. Audience seg•men•ta•tion n. 1. A process of dividing people into homogeneous subgroups based upon defined criterion such as product usage, demographics, psychographics, communication behaviors, and media use.
YET, audience is just one of many possible levers...
Search Intent
+
Audience
FINAL TIPS
FOR LEVERAGING AUDIENCES IN SEARCH
FOLLOW US
https://twitter.com/MerkleCRM
Age
ONE. Adjust BIDS based on performance differentiation
Gender
TWO. Optimize against different GOALS or KPIs
Geo Targeting
THREE. Use custom MESSAGING for ad copy
Day Parting
Device
HOW ARE YOU USING AUDIENCES FOR SEARCH?
CONTACT US [email protected]
merkleinc.com
ARE FAMILIAR
IN THE CONTEXT OF
Direct Mail
BUT
AUDIENCE DEPENDENT
SEARCH IS
CHANNELS
DIFFERENT.
Phone
Customer Match Lists First-party data loaded to AdWords
Display
SEARCH MARKETING IS BASED ON SEARCH INTENT.
Your max potential reach is dependent on SEARCH INTENT + AUDIENCE SIZE
1
Social
+
Search audiences are typically built in one of two ways:
2
Remarketing Lists for Search Ads (RLSAs) Onsite page visits
These audiences are not innately segmented. Critical thought is needed in DEFINING useful audience segments. Audience seg•men•ta•tion n. 1. A process of dividing people into homogeneous subgroups based upon defined criterion such as product usage, demographics, psychographics, communication behaviors, and media use.
YET, audience is just one of many possible levers...
Search Intent
+
Audience
FINAL TIPS
FOR LEVERAGING AUDIENCES IN SEARCH
FOLLOW US
https://twitter.com/MerkleCRM
Age
ONE. Adjust BIDS based on performance differentiation
Gender
TWO. Optimize against different GOALS or KPIs
Geo Targeting
THREE. Use custom MESSAGING for ad copy
Day Parting
Device
HOW ARE YOU USING AUDIENCES FOR SEARCH?
CONTACT US [email protected]
merkleinc.com
