Targeting capabilities have changed significantly for email list advertisers over the past few years, but one form of targeting has become extremely reliable for many advertisers. This is audience targeting. Over at smx west, christi olson and brooke osmundson reviewed various ways ppc marketers can use audiences in bing and google to improve campaign performance. Let's go over the main takeaways from their sessions. Christi olson: expand your reach and effectiveness with audience targetingwe've slowly moved away from a basic keyword targeting model and how the audience interacts with the keyword.
For targeting options, we have plenty to choose from. So what do we do with all these targeting options? Don't think about the complexities. Think about the possibilities. You can reach your customers and personalize your ads to speak to the audience and the actions they've taken. So where should we start? Duration of list membership in addition to email list a user cookie, the list membership duration takes into account the number of days from when a user performed an action on your site that you want to target. If you think of audiences from a “path to purchase” perspective. You're going to want to set up a variety of audiences to match the buyer's journey. Watch how to set the duration of your list to match the buying cycle.
Plus, get creative and expand beyond the email list obvious to build an audience. You are not limited to simple page visits. One example christi mentioned involved utm parameters. All items passed to your urls can be created as an audience. Now you know who is coming from a variety of campaigns to remarket to them and specify the message. Unless you are testing, always use target and bid now, christi mentioned that this recommendation may still be up for debate in ppc circles, but listen to it. She explains why she prefers to use target and bid (while admitting that some audiences don't allow target an