Now use AdWords to reach Customers with Intent

The Google Display Network got another audience type this week: custom intent audiences.

According to Google, the new audience type lets advertisers “reach people who want to buy the specific products you offer–based on data from your campaigns, website and YouTube channel”.

Really? At first blush, this sounds very similar to in-market audiences (people who Google determines to be “actively researching or comparing products and services across Google Display Network publisher and partner sites and YouTube”).

But there’s a difference. Custom intent audiences come in two flavours: Automated, and Roll Your Own. And it’s the version that you can set up for yourself that has piqued our interest.

Auto-created custom intent audiences are based on insights from your AdWords account. But you can also create a custom intent audience “using in-market keywords by simply entering keywords and URLs related to products and services your ideal audience is researching across sites and apps”.

We’re going to have some fun with this one…

Read more…


How to explain SEO to your Boss (or Client)

External links? Votes for your site.

404 pages? Dead-end streets.

We’ve used some of these analogies ourselves to explain SEO to our clients. You might find them useful to explain what you’re working on to your co-workers, or what it is your SEO agency is doing for you. State of Digital’s Gustavo Pelogia has five analogies for SEO work that will bring the light of recognition to previously puzzled faces.

Read more…


Who’s got your 56 cents?

According to a Wall Street Journal report, for every dollar you spend on advertising, you only get 44 cents of value.

That’s less than “half” what John Wanamaker famously claimed to waste, as Jeremy Epstein points out in the second part of a fascinating series on blockchain.

Turns out the ad industry is ripe for disruption, and how digital advertising is purchased, delivered, measured and valued could be about to change. Big time.

Read more…


Here at last: AdWords Promotion Extensions

Eight months ago we wrote that AdWords Promotion Extensions (then in beta) were soon to be released. While we’re pleased to see their eventual launch this side of Christmas, we wonder what took so long.

Now you can highlight your product or service deals, discounts, promo codes, and offer periods, without having to crimp content from your otherwise glorious character-perfect ad copy. And they’re easier to keep up-to-date too — no need to create new ads.

The new ad extension is now available to all advertisers and supports most languages and currencies. But look for it in the new version of AdWords — it’s not available in the old.

Read more…


Integrating Facebook Messenger Could Increase your NPS Score

Recently, a Nielsen survey reported that 53% of people are more likely to do business with an enterprise they can message. This highlights the importance of messenger apps like Facebook and WhatsApp to businesses who wish to remain competitive in today’s digital age.

Blake Cahill, Global Head of Digital at Phillips, writes in an Econsultancy blog post that “we have seen that across markets, (Net Promoter Scores)…are consistently high for consumers using instant messaging applications to communicate with us…as messenger apps can be used from any device at any given moment, (they give) consumers the instantaneous, human interaction they are looking for”.

Read more…


What we’ve been reading this week


About the Author SureFire

These search marketing news updates feature articles of interest picked up through the week by the SureFire team.

follow me on: