Google Ads provides multiple options for creating audiences, with custom segments being the most versatile and effective.
Unfortunately, many custom segments are not well-constructed. Poorly made audience segments cannot be refined or optimized effectively because the reason behind the ad display is unclear.
Properly crafted audience segments can be optimized in a manner similar to search term optimization.
In this video, you’ll learn about:
– Why it’s important to create small audience segments.
– How to develop audience segments that are optimizable.
– The importance of creating both interest and search segments.
– The outcomes from an advertiser who followed this optimization process.
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About the Author:
Brad Geddes has been engaged in PPC since 1998. He is a co-founder of AdAlysis, a platform for ad testing and recommendations, and a member of the programming team for SMX events. Brad authored “Advanced Google AdWords,” considered the most comprehensive book on Google’s advertising program. His extensive experience spans working with companies managing numerous PPC accounts to those spending millions on marketing each month. He’s been involved in managing a boutique agency, owning his own agency, and overseeing official reseller programs for Google and Microsoft. Brands he has collaborated with include Amazon, Yahoo, Google, Thomson Reuters, YP.com, Encyclopedia Britannica, and Salesforce. Known for simplifying complex SEM topics, Brad is dedicated to educating readers on successful marketing strategies to ensure success for all parties involved.
