Successful campaigns segment audiences based on content and preferences based on their behavior. In this video, learn how to incorporate behaviorally-based segments for targeting in your Google campaigns.
- [Narrator] Target Audiences Based on Behavior. … The most powerful shift in programmatic … has been the change from targeting audiences … based primarily on demographics to targeting audiences … that have expressed intent signals through their behavior. … According to Google, ads served based on intent signals … have a 40% higher purchase intent lift … than ads based on demographics alone. … Consumers provide the data that shows what they want … through their searches, browsing, videos and research. … A consumer researching a new laptop … may visit two to three websites with laptop reviews. … The advertiser can target the intent … by creating a model for a campaign. … The advertiser can target the number of pages, … the website, search terms, or other behavioral factors. … When the behavioral threshold is reached, … such as five pages across three websites … and a search using the word laptop reviews, … the consumer's actions them into the campaign. … The campaign can now trigger different creative types, …
- Data and behavioral targeting
- Managing programmatic and third-party data
- Reaching the right audience
- Targeting audiences
- Dealing with ad fraud