Google research shows that if you’re a search advertiser, you may be missing over 70% of potential mobile shoppers by relying on demographic targeting alone. On the other hand, if users are already familiar with your brand, they’re 20% more likely to convert.
How do you get people to discover you in the first place? And, how can you move beyond demographics to reach existing and potential customers more precisely and efficiently?
To ensure the success of your search ad campaigns, it makes sense to adopt a combination of audience targeting and smart bidding.
Tools of an Evolving Trade
There are a number of search ad formats designed to deliver specific results based on your business goals and objectives. The key is knowing how to mix and match. For instance, according to Google, advertisers using Similar Audiences in conjunction with remarketing are seeing some pretty amazing results:
- 60% more impressions
- 48% more clicks
- 41% more conversions
Think of audience targeting as a toolkit—a set of ad types you can choose from to build performance-boosting campaigns. Audience targeting allows you to achieve several great benefits and capabilities:
- Identify people interested in your products at scale
- Reach new and existing customers across devices
- Set the right bidding rules for maximum ad exposure
- Use search intent to deliver ads to highly receptive target audiences
- Deliver the right message to build relationships and drive action
The name of the game is accuracy—building the right audiences, choosing who sees your ads, and optimizing based on performance.
Join Our Audiences Webinar
Sign up for our upcoming webinar, Finding Your Ideal Audience: Targeted Ads for Customer Acquisition, to learn how to effectively use your first-party data and insights on consumer behavior to drive profitable search ad campaigns. Mike Lerra from Google and Marin’s Patrick Hutchison will share practical insights, tips, and tactics for your advertising efforts.
To make it convenient for global teams, we’ve scheduled three different times:
- North America: Tuesday, November 7th @ 10am PST
- APAC: Wednesday, November 8th @ 10 am Singapore Time
- UK, Nordics, and Benelux: Wednesday, November, 15th @ 10am GMT
Mike Lerra is a lifelong Massachusetts native and the Global Product Lead for Search Audiences out of Google’s Cambridge office. Prior to this role, he was an Analytical Lead for Google’s sales teams in the Retail and B2B verticals. Mike came to Google from TripAdvisor, where he managed search engine marketing. Outside of work, Mike is an avid sabermetrician, always looking for the next great baseball statistic or analysis.
Patrick Hutchison has been on the Marin team for 10 years, filling roles as diverse as Search Manager, Solutions Architect, and Sales Engineer. In 2015 he became a Product Marketing Manager, and now helps create effective customer success stories and evangelize the Marin Brand. Patrick graduated from University of California, Davis, with a BS in Managerial Economics.