Keywords vs. Audience Targeting: Find Your Target in a Complex Landscape
Only keywords can lock in on a user's in-the-moment intent. Use keywords such as "buy trail running shoes" or "buy Nike trail shoes," and you'll target users with exactly those needs. You can virtually exclude people who aren't likely to make purchases by putting terms like "cheap," "discount" or "compare" on your negative keyword list.
Keywords also let you get extremely granular. Are you advertising the Brooks Cascadia 11 trail shoe?
Plug that into your keyword list along with buyer-oriented terms like "buy," "deals" or "best price," and you'll cut straight to the heart of your target audience. You can't do that with audience targeting.
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.