Keywords vs. Audience Targeting: Find Your Target in a Complex Landscape
Back in the day, keywords were the primary ammo in a digital marketer's arsenal. Google AdWords, Bing Ads and other platforms were built on the simple premise of matching ads with interested consumers. Campaigns lived and died on their keyword lists.
Now, there's audience targeting. Unlike keywords, audience targeting matches consumers with advertisements based on demographics, interests and behavioral data. Google and Facebook offer their advertisers hundreds of options for shaping their audiences. In AdWords, audience targeting was mainly a feature of Google's Display Network, but recently Google introduced behavioral targeting options for Search Network advertisers.
In other words, audience targeting is on the rise.
Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.
Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.