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How to use in-market audiences for better search campaigns



30-second summary:

  • Today, digital business is gaining ground fast, especially with the coronavirus pandemic pushing more business and marketing operations online.
  • In the virtual business space, it is all about each enterprise targeting the maximum interested audience as the center of its campaigns.
  • Indeed, audience targeting has become a common measure to enhance enterprise marketing campaigns.
  • Co-founder and Director of eSparkBiz Technologies shares all the tricks and tips to use in-market audiences for better search campaigns.

Audience targeting refers to establishing networks with audiences that are present in ad groups. Thereby, you can shout out to customers according to their personality, behavior, likes and dislikes, research and information, and previous liaisons with your business. So how does audience targeting bring positive results to come ad and marketing campaigns? Where does the in-market audience come into play?

Firstly, audience targeting maximizes the reach of your campaign: more people get redirected to your campaign link while surfing other webpages, applications, or content. So, how does the audience target exactly function? We will go into details of in-market audiences.

The mechanism of audience targeting

There are different kinds of campaigns for which audience targeting is applicable. For instance, display campaigns are personalized for groups of users with distinct likes, tastes, and personalities.

Moreover, Google allows you to choose from a vast assortment of fanbases, such that those belonging to the travel and tourism, global business, the sports world, and the others. To help in your effort, Google Ads curates your advertisement as per such groups and caters to their specific group-oriented interests. Keep in mind that the information used to select audience groups, like, page visit history, past Google searches can also enhance the targets and measures of your campaign effort.

How do you locate and address various types of audiences in your campaigns? Given below are some examples.

1. Display campaigns

  • Preferences: Deal with preferences, customized affinity, behavior-pattern, and interest-based targeting of users.
  • Demographic data: Extensive information with overarching implications on targeting
  • Life events: Come to the big occasions, come to the targeted campaigns
  • Individual in-market intent: Target users according to their latest buyer preferences
  • Remarketing: Shout out to your loyal customers and previous users
  • Customer resource management (CRM) factor: Use your detailed CRM information to address interested buyers
  • Other interested clients: Expand your horizons by branching out to new customer bases

2. Search campaigns

  • Affinity: Regular activities, patterns, and preferences of individual users are evaluated and targeted
  • Demographic information: Target users based on their individual social, economic, and health data
  • In-market traits: Gauge the specific buying intent and target clients accordingly
  • Remarketing: Renew your relationship with your loyal customer base
  • CRM utility: Use your CRM information solutions to reach out to customers
  • Related customers: Find and engage with new potential customers who display preferences identical to your existing customer base

3. Video campaigns

  • Affinity/curated affinity: Interact with users while catering to their strongest passions and preferences
  • Demographic data: Again, personal information regarding age, work, livelihood, etc. can be used to infer buying decisions
  • In-market behavior: Based on your campaign on the latest buying decisions of your users
  • Remarketing: Reach users that have already availed of your products in the past
  • CRM customers: Based on nuanced CRM information, reach out to your most active and keen audience
  • Related users: Again, branch out your customer base by attracting new ones with similar likes and interests

How to target your audience

What do you do after the buyer preferences, desires, behavior patterns, and reasons have been analyzed and integrated? In the next step, you need to classify your user base into specific groups, each of which will be targeted for unique marketing campaigns that cater to its needs. In turn, your promotional content and advertisements will vary from group to group. Time to pick, choose, and advertize. So, we will look at the different types of audiences and how to address them via your campaigns.

1. Affinity audience

An affinity audience is the easiest to rouse! By finding out their income, lifestyle, interests, and purchase goals, you can integrate and use such data to attract them to your products and services. These customers are more likely to showcase their preferences in the market.

All those who place ads on Google are allowed to address their affinity audiences through Gmail, video, display, and search efforts.

2. Custom affinity audience

This is more specific than an affinity audience, a custom affinity audience is synced to its preferred brand. If affinity audiences are floating users whose attention towards your products may falter at times, custom affinity audiences are anchored to your company. How are customer affinity audience groups evaluated? Given below are the salient factors:

  • Likes and habits, marked as crucial keyword phrases
  • Relevant website URLs, utilized to categorize interest groups
  • Novel and interesting locations, trends, and lifestyles that grab eyeballs
  • Sleek, smooth, and speedy applications that aid and abet affirmative customer decisions! In turn, all your advertisements will turn up on the smartphone devices of your app users

3. Major milestones/life events

How do you keep yourself in the good books of your customers? How do you encourage them to associate your brand with positive, happy emotions? For this purpose, you must gather certain data on your best audience: this includes major milestones like a degree, a job, or an award, birthdays, weddings, and anniversaries. Make your customers feel special on auspicious occasions. Wish them via YouTube notifications, Facebook videos, Gmail, and more. Because a little bit of daily joy goes a long way!

However, you want to ensure that your tone and messaging appeals to the audience without overdoing it.

Compared to various life achievements, occasions and events are less in number. Therefore, a campaign targeting major life events is bound to have limited outreach. Still, such events are likely to coincide with buying decisions, maybe even some binge shopping. Thus, the field becomes open for a couple celebrating their anniversary: from apparel, crockery, furniture, to packers and movers, smartphones, food, and unique gifts, every product stands a chance.

4. In-market audience

In-market audiences are either loyal customers who are delighted by your products or interested clients who have been checking your brand out on virtual media. You can create your in-market audience group from these customers and facilitate leads by targeting them in your marketing campaigns.

Simply put, in-market audiences are potential leads that have a high probability of conversion. Thus, by focusing your campaigns on such groups you can not only reach more interested customers but also maximize your subsequent sales!

5. Demographic data

Using thorough demographic information about your customers, you can address broad sections of people with similar or identical interests, such as high school students, homemakers, caregivers, and more.

6. Customer match

Why is customer match so helpful in relation to inspired campaigns? Because it slows you to deploy customer information (online as well as offline) to attract and retain customers across a wide range of virtual platforms. With such helpful data, customer match designs and presents the best ads to the most interested customers. The kind of advertisement depends on the customers’ preferences and decisions.

7. Other relevant audiences

Always look to broaden your horizon, as new customers await your amazing products! Other relevant audiences with similar or identical behavior or tastes (in relation to your industry, brand, or products) are the future of your brand, new customers waiting to be enticed. To this end, Google Ads deploying state-of-the-art machine learning algorithms to create and modify similar audience lists.

It is common knowledge that the method of targeting audiences has heavily influenced the context in which pay-per-click (PPC) experts design their marketing efforts. It makes their efforts more nuanced and updated as per pre-existing and real-time data. Thus, they can zero in on plenty of potential customers who are uninitiated with regard to your brand.

How can you leverage in-market audiences for more enhanced and fruitful search campaigns? Given below are some effective ways in which you can approach this task.

Remarketing Lists for Search Ads (RLSA)

RLSA is the easiest method by which you can integrate your special audience with your current keyword strategy. Here, you must aim to attract customers who are already in your marketing list, who have already had a satisfying experience of product purchase and use and are likely to be back for more.

In turn, RLSA provides abundant research and analysis possibilities for those who want to make their products sell in standard marketing and sales platforms, both real and digital.

Using timely but standalone campaigns, you can deploy all the marketing and buzz-creating tools provided that you use them to curate your campaigns in line with the interests of broad customer groups.

Remarketing with Dynamic Search Ads (RDSA)

Just like RLSA, RDSA involves the merging of retargeting lists with a unique kind of advertisement: Dynamic Search Ads (DSAs). This enlivens the process of audience interaction and lead generation.

In a nutshell, DSAs expand the outreach of search efforts by including keywords that do not necessarily belong to the existing list of search keywords. From the content available in a given webpage, DSAs seek outstanding queries.

If you use RLSA and DSA in tandem, your search campaign will allow you to stay connected and consolidate relationships with users already on your in-marketing list and inputting keywords that turn out to be crucial but are absent from your keyword lists.

Omission of users

Just like selective inclusion, selective exclusion regarding PPC can also be beneficial to your marketing campaigns. How so?

Think about a client whom you have already engaged with once. For instance, a local business trying to attract new customers need users to only log their personal information once, perhaps in a form. Why should this business spend on trying to get the same clients to click on its ads? That amounts to overspending without a cost-effective plan.

Therefore, make it a habit to create concrete lists or groups of audiences according to their affinities and pet peeves. Once you have the informed lists in your hands, you can rest assured about including the same clients for repeated search/PPC campaigns. As a result, you can increase the possibility of conversion and reach out to more customers.

Other relevant audiences related to search campaigns

A positive attitude towards search campaigns always seeks to branch out, foray into new customer groups and spaces where they browse niche products and brand new services. To grab and hold their attention, you need to go off your customer lists and into uncharted waters.

Here, Google comes in handy as it revises your remarketing audience groups to create a refined list of customers with increasingly identical browsing patterns. With such crucial aid from the search engine, you get a readymade list of interest clients waiting for the experience only you can provide!

More often than not, these clients will be uninitiated to your brand and its amazing search campaigns. After they become part of your campaign lists, you can interact with them in the same manner as your previous search campaigns.

In-market audience

Last but definitely not the least, in-market audiences are those customers who you do not directly target but still obliquely address in your search campaigns. Clearly, catering to their likes wants, and behavior is a step that will require innovations from current and future marketers.

Found on Google Display Network, in-market audiences are created by Google algorithms mainly depending on buyer behavior. In turn, you can use such lists to enhance and strengthen your search campaigns. This audience group behaves like a lot of relevant or similar audiences and generally displays high-quality latest, and dominant consumer trends across particular markets.

In summary

This article presents a comprehensive account of how to make the best use of in-market audiences for successful search campaigns. Indeed, there are plenty of approaches through which you can utilize your audience lists in your search campaigns.

Most of them don’t even require much exertion or time on your part. The one golden rule? Always prioritize your re-marketing lists, so that you can update and use them frequently to reach out to your best clients.

If you devote a little bit of your time and effort to these lists, they will pay great dividends to come search campaigns. Therefore, you must not only update your lists but also modify them according to criteria such as client preferences, general behavior, and buyer trends, to name a few. As a result, you can use the clients include in this list and target audiences to be included or excluded, depending on your plans. All the best!

Harikrishna Kundariya Co-founder and Director of eSparkBiz Technologies, a mobile app development company. His 8+ experience enables him to provide digital solutions to new start-ups based on IoT and chatbot. You can connect with him on LinkedIn.

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Google to pay $391.5 million settlement over location tracking, state AGs say



Google to pay $391.5 million settlement over location tracking, state AGs say

Google has agreed to pay a $391.5 million settlement to 40 states to resolve accusations that it tracked people’s locations in violation of state laws, including snooping on consumers’ whereabouts even after they told the tech behemoth to bug off.

Louisiana Attorney General Jeff Landry said it is time for Big Tech to recognize state laws that limit data collection efforts.

“I have been ringing the alarm bell on big tech for years, and this is why,” Mr. Landry, a Republican, said in a statement Monday. “Citizens must be able to make informed decisions about what information they release to big tech.”

The attorneys general said the investigation resulted in the largest-ever multistate privacy settlement. Connecticut Attorney General William Tong, a Democrat, said Google’s penalty is a “historic win for consumers.”

“Location data is among the most sensitive and valuable personal information Google collects, and there are so many reasons why a consumer may opt out of tracking,” Mr. Tong said. “Our investigation found that Google continued to collect this personal information even after consumers told them not to. That is an unacceptable invasion of consumer privacy, and a violation of state law.”

Location tracking can help tech companies sell digital ads to marketers looking to connect with consumers within their vicinity. It’s another tool in a data-gathering toolkit that generates more than $200 billion in annual ad revenue for Google, accounting for most of the profits pouring into the coffers of its corporate parent, Alphabet, which has a market value of $1.2 trillion.

The settlement is part of a series of legal challenges to Big Tech in the U.S. and around the world, which include consumer protection and antitrust lawsuits.

Though Google, based in Mountain View, California, said it fixed the problems several years ago, the company’s critics remained skeptical. State attorneys general who also have tussled with Google have questioned whether the tech company will follow through on its commitments.

The states aren’t dialing back their scrutiny of Google’s empire.

Last month, Texas Attorney General Ken Paxton said he was filing a lawsuit over reports that Google unlawfully collected millions of Texans’ biometric data such as “voiceprints and records of face geometry.”

The states began investigating Google’s location tracking after The Associated Press reported in 2018 that Android devices and iPhones were storing location data despite the activation of privacy settings intended to prevent the company from following along.

Arizona Attorney General Mark Brnovich went after the company in May 2020. The state’s lawsuit charged that the company had defrauded its users by misleading them into believing they could keep their whereabouts private by turning off location tracking in the settings of their software.

Arizona settled its case with Google for $85 million last month. By then, attorneys general in several other states and the District of Columbia had pounced with their own lawsuits seeking to hold Google accountable.

Along with the hefty penalty, the state attorneys general said, Google must not hide key information about location tracking, must give users detailed information about the types of location tracking information Google collects, and must show additional information to people when users turn location-related account settings to “off.”

States will receive differing sums from the settlement. Mr. Landry’s office said Louisiana would receive more than $12.7 million, and Mr. Tong’s office said Connecticut would collect more than $6.5 million.

The financial penalty will not cripple Google’s business. The company raked in $69 billion in revenue for the third quarter of 2022, according to reports, yielding about $13.9 billion in profit.

Google downplayed its location-tracking tools Monday and said it changed the products at issue long ago.

“Consistent with improvements we’ve made in recent years, we have settled this investigation which was based on outdated product policies that we changed years ago,” Google spokesman Jose Castaneda said in a statement.

Google product managers Marlo McGriff and David Monsees defended their company’s Search and Maps products’ usage of location information.

“Location information lets us offer you a more helpful experience when you use our products,” the two men wrote on Google’s blog. “From Google Maps’ driving directions that show you how to avoid traffic to Google Search surfacing local restaurants and letting you know how busy they are, location information helps connect experiences across Google to what’s most relevant and useful.”

The blog post touted transparency tools and auto-delete controls that Google has developed in recent years and said the private browsing Incognito mode prevents Google Maps from saving an account’s search history.

Mr. McGriff and Mr. Monsees said Google would make changes to its products as part of the settlement. The changes include simplifying the process for deleting location data, updating the method to set up an account and revamping information hubs.

“We’ll provide a new control that allows users to easily turn off their Location History and Web & App Activity settings and delete their past data in one simple flow,” Mr. McGriff and Mr. Monsees wrote. “We’ll also continue deleting Location History data for users who have not recently contributed new Location History data to their account.”

• This article is based in part on wire service reports.

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5 Tips to Boost Your Holiday Search Strategy



Student writing on computer

With the global economic downturn, inflation, ongoing supply chain challenges, and uncertainty due to the Ukraine war, this year’s holiday shopping season promises to be very challenging. Will people be in the mood to spend despite the gloom? Or will they rein in their enthusiasm and save for the year ahead?

With these issues in mind, here are five considerations to support your search engine optimization strategy this holiday shopping season:

1. Start early.

Rising prices are likely to mean shoppers will start researching their holiday spending earlier than ever to nab the best bargains. Therefore, retailers must roll out their holiday product and category pages — and launch any promotions — sooner to ensure their pages get crawled and indexed by search engines in good time.

Some e-commerce stores manage to get their pages ranking early by updating and reusing the same section of the website for holiday content and promotions, rotating between content for Christmas, Mother’s Day, Valentine gifts, Fourth of July sales, etc. This approach can help you retain the momentum, links and authority you build up with Google and get your holiday pages visible and ranking quickly.

2. Make research an even bigger priority.

With all the uncertainty this year, it’s vital to use SEO research to identify the trending seasonal keywords and search phrases in your retail vertical — and then optimize content accordingly.

With tools such as Google Trends you can extract helpful insights based on the types of searches people are making. For example, with many fashion retailers now charging for product returns, will prioritizing keywords such as “free returns” get more search traction? And with money being tighter, will consumers stick with brands they trust rather than anything new — meaning brand searches might be higher?

3. Make greater use of Google Shopping.

To get the most out of their holiday spending, consumers are more likely to turn to online marketplaces such as Google Shopping as they make it easier to compare products, features and prices, as well as to identify the best deals both online and in nearby stores.

Therefore, take a combined approach which includes listing in Google Shopping and at the same time optimizing product detail pages on your e-commerce site to ensure they’re unique and provide more value than competitors’ pages. Be precise with product names on Google Shopping (e.g., do the names contain the words people are searching for?); ensure you provide all the must-have information Google requires; and set a price that’s not too far from the competition. 

4. Give other search sources the attention they deserve.

Earlier this year Google itself acknowledged that consumers — especially younger consumers — are starting to use TikTok, Instagram and other social media sites for search. In fact, research suggests 11 percent of product searches now start on TikTok and 15 percent on Instagram. Younger consumers in particular are more engaged by visual content, which may explain why they’re embracing visually focused social sites for search. So, as part of your search strategy, create and share content on popular social media sites that your target customers visit.

Similarly, with people starting their shopping searches on marketplaces such as, optimizing any listings you have on the site should be part of your strategy. And thankfully, the better optimized your product detail pages are for Amazon (with unique, useful content), the better they will rank on Google as well!

5. Hold paid budget for late opportunities.

The greater uncertainty and volatility this holiday season mean you must keep a close eye on shopper behavior and be ready to embrace opportunities that emerge later on. Getting high organic rankings for late promotions is always more challenging, so hold some paid search budget back to help drive traffic to those pages — via Google Ads, for example. Important keywords to include in late season search ad campaigns include “delivery before Christmas” and “same-day-delivery.” For locally targeted search ads, consider “pick up any time before Christmas.”

The prospect of a tough, unpredictable holiday shopping season means search teams must roll out seasonal SEO plans early, closely track shoppers’ behavior, and be ready to adapt as things change.

Marcus Pentzek is chief SEO consultant at Searchmetrics, the global provider of search data, software and consulting solutions.

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Google Home App Gets an Overhaul, Rolling Out Soon



Google Home app

Google refreshes its Home app with a slew of new features after launching a new Nest gear. This makes it faster and easier to pair smart devices with Matter, adds customization and personalization options, an enhanced Nest camera experience, and better intercommunication between devices.

This revamped Home app utilizes Google’s Matter smart home standard – launching later this year – especially the Fast Pair functionality. On an Android phone, it will instantly recognize a Matter device and allow you to easily set it up, bypassing the current procedure that is often slow and difficult. Google is also updating its Nest speakers, displays, and routers – to control Matter devices better.

Google Home App New Features

  • Spaces: This feature allows you to control multiple devices in different rooms. Google has listed a few things by room: kitchen, bedroom, living room, etc., although it’s pretty limited right now. Spaces let you organize devices how you see fit. For instance, you can set up a baby monitor in one room and set a different room’s camera to focus on an area the baby often plays. With Spaces, you can categorize these two devices into one Space category called ‘Baby.’

Google Home app Spaces

  • Favorites: This one is pretty self-explanatory. It allows you to make certain gears as a favorite that you frequently use. Doing so will bring those devices into the limelight within the Google Home app for easier access. 

Google Home app

  • Media: Google adds a new media widget at the bottom of your Home feed. This will automatically determine what media is playing in your home and provide you with the appropriate controls as and when needed. There will be song controls if you listen to music on your speakers. There will be television remote controls if you’re watching TV. 

Google probably won’t roll out this Home app makeover anytime soon. But you can try it for yourself in the coming week by enrolling in the public preview, available in select areas.

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