Affinity Segments Targeting on GDN - The Results

In the previous blog post entitled ‘Improved Affinity Segment Targeting on GDN’, we explained that we were going to test the new Affinity Segments by creating two ad groups on the Google Display Network. One ad group would target niche interests using standard interests and the other ad group would be set up using the new Affinity Segments. Both of the ad groups were set to target users with the same interests. We wanted to test whether or not Affinity Segments would increase reach and drive a larger scale of high quality traffic to the website, or if the smaller audience of the more familiar standard interest ad group would provide better results.

Google Remarketing Lists for Search Ads (RLSA)

Remarketing Lists For Search Ads: 

I recently attended a Google Engage for Agencies session about Remarketing Lists for Search Ads (RLSA). Here is a quick overview of what it's all about, how to implement it and most importantly why you would want to.

Here's Google's definition of RLSA:

RLSA helps you optimise your search campaigns by tailoring your ads towards previous website visitors, increasing the chance of serving the right ad to the right user at exactly the right moment. RLSA is the first time you can use your audience data in Google Search campaigns, meaning you can adjust your bids to reconnect and re-engage your most valuable prospects as they continue searching on Google.

AdWords Continuous Improvement

PPC Management: 

Once you start getting into PPC and learning the terminology, like many digital marketeers, you soon discover how amazing it is as a marketing/advertising tool. I studied marketing and psychology at university and many of the principles are extremely effective when approaching AdWords management.

A philosophy that has really stuck with me is Kaizen. This is a practice that focuses upon continuous improvement. This can be very successfully applied to PPC accounts.

Improved Affinity Segments Targeting on GDN

Google Improves Targeting on the Google Display Network with Affinity Segments: 

Google has recently introduced Affinity Segments in AdWords. Using 80 unique lifestyle segments such as Golf Enthusiasts and Avid Investors, advertisers can now more easily reach their target audience online based on their interests.

The new Affinity Segments take into account the kind of pages a user visits, together with how long they spend at the site and how often they visit, relating interest categories with each user’s browser.  Segments look at the user’s lifestyle, rather than just one particular interest, allowing advertisers to target users who are likely to be interested in your brand on a much larger scale.

Welcome!

Welcome to the new Space & Time PPC Blog! In this blog we aim to educate, inform and provide our thoughts and ideas on the ever-changing landscape of PPC marketing in today's multi-device world!

Our team of dedicated PPC professionals are experts in the field - what we don't know about PPC isn't worth knowing!

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Cheers, Steve.