What are the best advanced SEM targeting options for your campaign?

1- Device targeting/device bid adjustments. Eg: mobile only 2- Adv Audience targeting (Custom Affinity/Custom Intent): targeting people based on the sites they visit, apps they use, keywords they searched or shown interest on Google 3- Ad schedule for a particular hours period/days 4- Contextual Targeting: Eg: based on the content of the site or even the YouTube channel content they watch. This can be found under Topics in targeting on Google Ads 5- House Hold Income targeting: Target based on audiences’ HHI 6-Radius and Pin-code 7- Life Events/Detailed Demographics. Eg: Buying a house, Parents of kids 3-5 Location, Demographics, and audience targeting aren’t added. I don’t see these 2 as adv targeting since these 2 are very common

In SEM campaigns, optimize targeting by refining keywords, utilizing audience segmentation, and incorporating location and device preferences. Leverage ad extensions for additional information, schedule ads strategically, and use demographic targeting for precision. Implement remarketing to reconnect with users who've engaged before. Continuously analyze metrics for ongoing refinement and improved performance.

Besides the above targeting capabilities, there's more I'd like to contribute i.e. Predictive Analytics for Bid Optimization - By integrating AI-driven predictive analytics, one can analyze historical data and predict future trends to adjust one's bids in real time. This approach allows for more efficient budget allocation by predicting which keywords or ad placements are likely to yield the best ROI at different times. AI can process vast amounts of data to identify patterns that may not be immediately apparent to humans, leading to more strategic bid adjustments and ultimately improving campaign performance. Some tools that can enable predictive analysis are: Google Ads Smart Bidding Kenshoo Adobe Advertising Cloud

One thing I’ve found helpful is embracing curiosity. In a world overflowing with information, curiosity fuels our journey of exploration. It’s the catalyst for discovery, encouraging us to seek new perspectives, ask questions, and delve deeper into topics. Curiosity is the spark that transforms mundane moments into opportunities for growth, enabling us to uncover hidden gems and expand our understanding of the world. Embracing curiosity fosters a continuous thirst for knowledge and propels us toward meaningful insights that shape our lives.

Conquer SEM with Advanced Targeting: In-market segments: Laser-focus on active buyers, not just keywords. Life events: Capture life-changing moments for relevant product/service offers. Custom affinity audiences: Build hyper-targeted groups based on user interests & behavior. Radius targeting: Dominate local searches around your business or key locations. Mobile-first: Reach on-the-go users where they search & transact. Desktop dominance: Target B2B audiences and lengthy purchase journeys. Keyword Contextual: Ads appear on relevant pages, even without exact keyword match. Dynamic Search Ads: Generate ads from your website content, matching user searches seamlessly

Location targeting in digital advertising lets you show ads based on user location or interest. It can be specific (zip code, city, radius around a point) or broad (country, region). Geo-targeting delivers content to users in particular locations, using GPS or IP data, ideal for personalized content and effective budgeting. Geofencing creates a virtual boundary, targeting users who enter this area, useful for event targeting and customer loyalty. Both strategies, integral in digital marketing, enhance engagement, allow precise targeting, and improve campaign effectiveness.

Laser-Focus Your SEM with Advanced Targeting Go beyond demographics with: In-market segments: Target active researchers. Life events: Catch customers ready to buy. Custom affinity audiences: Cater to specific interests. Pinpoint location with: Radius targeting: Dominate local searches. Location groups: Tailor ads for multiple regions. Exclude unwanted areas: Save budget, avoid irrelevant spots. Optimize for devices: Mobile-first: Capture on-the-go users. Desktop dominance: Target B2B at workstations. Cross-device synergy: Reach users across devices. Align with relevant content: Keyword Contextual: Show ads on relevant pages. Placement Targeting: Dominate specific websites/channels. Dynamic Search Ads: Target relevant website pages.

While device targeting appears to offer customization options, it may inadvertently limit your campaign's overall reach. Focusing solely on specific devices might overlook potential customers who use a variety of platforms. Additionally, creating different ad formats and landing pages for each device could be resource-intensive and may not guarantee a proportional increase in conversions. A more holistic strategy that considers multi-device user behavior and streamlines ad creation might provide a more effective and efficient approach.

Maximize SEM success with these key strategies: 1. Audience Segmentation: Target based on demographics, interests, and behavior. 2. RLSA: Tailor ads for past website visitors. 3. Custom Intent Audiences: Use keywords and URLs to target similar product seekers. 4. Geotargeting: Focus on specific locations. 5. Device Targeting: Adjust bids for mobile/desktop users. 6. Ad Schedule Targeting: Bid more during peak activity times. 7. Layered Targeting: Combine demographics with user interests. 8. AI Bidding Strategies: Employ AI for real-time optimization. 9. Keyword Match Types: Use precise match types and negative keywords.

Location targeting in SEM is a powerful strategy for businesses seeking to reach a specific audience. By geographically pinpointing where your ads appear, you can enhance the relevance and efficiency of your marketing efforts, optimizing your advertising spend. This approach is particularly effective for businesses with a local presence, as it ensures ads are shown to potential customers within a practical vicinity, thereby increasing the likelihood of conversions and reducing the waste of resources on a broad, unfocused audience.

A segmentação por dispositivo constitui uma estratégia essencial para a otimização de campanhas publicitárias. Ela permite ajustar lances e criar anúncios específicos para desktops, telemóveis e tablets. Essa abordagem revela-se particularmente útil para alcançar utilizadores mais propensos a converter em certos dispositivos. Por exemplo, uma agência de viagens pode apresentar anúncios interativos em dispositivos móveis para atrair utilizadores à procura de ofertas de última hora, maximizando, assim, a eficácia do anúncio e a experiência do utilizador.

Device targeting in SEM campaigns enables marketers to refine their approach based on user behavior across different devices. Recognizing that mobile users often exhibit different intent than desktop users, such as seeking quick information or making immediate purchases, can inform a strategy that delivers device-specific content to increase engagement and conversion rates. For instance, optimizing for mobile might mean more straightforward call-to-action buttons and simplified navigation to cater to on-the-go users. This level of targeting ensures a tailored user experience, potentially leading to higher conversion rates and more efficient ad spend.

In Google Ads at least, when you use automated bidding strategies, the only device targeting adjustments you can make are -100% in order to exclude specific device categories (mobile, desktop, tablet). In most cases, the cross-device nature of today’s consumer when it comes to brand engagement, combined with the way automated bidding works, means device targeting is losing relevance. With the exception of short-form vertical videos, which usually only service to mobile devices anyways without the need for additional targeting configuration.

La segmentación por dispositivo es fundamental en función del tipo de producto o servicio que ofrezcas. El primer paso siempre es realizar una correcta medición de las conversiones de tu plataforma de seguimiento de anuncios para poder obtener con detalle las diferentes tasas de conversión por dispositivo. En función de estos resultados, te interesará emitir una puja más alta para ordenador, tablet o móvil ya que el coste por conversión puede ser extraordinariamente diferente. Es posible que teniendo un CTR inferior, el coste por conversión sea más bajo porque el CPC de un determinado dispositivo también lo sea. Identificando a su vez el patrón de compra de nuestros clientes en base a nuestros productos.

In device targeting, think about making interactive ads that work well on each device. For mobiles, use features that respond to touch or where the user is located. On desktops, create big, engaging elements that draw the user in. Make sure your landing pages are tailored for each device, not just looking good but also offering a fun journey that matches what the device can do.

That's correct. I like the example of the travel platform like Booking, or an app like The Inner Circle. Then you can adjust ads to only atget desktop because you are have a fintech app and to sign-up they need to do the onboarding and upload some docs. Doing by mobile is a bad experience, then you will like to target only desktop devices.

Depending on your business goal, you may find that you can double revenue for half the cost by deep diving into your Desktop vs Mobile adjustments. If your conversion tracking is set up correctly, chances are one is already out-performing the other. A quick study and device bid adjustment could give you a nice boost in your metrics.

Para realizar una excelente segmentación por dispositivo en una campaña SEM, debes seguir estos pasos: Analiza el comportamiento y las preferencias de tu público objetivo en cada dispositivo, utilizando herramientas como Google Analytics o Google Trends. Crea grupos de anuncios específicos para cada dispositivo, con palabras clave, textos y extensiones adaptados a cada uno. Establece ajustes de puja para cada dispositivo, según el nivel de competencia, el costo por clic y el valor de conversión de cada uno. Mide y evalúa el rendimiento de tus campañas por dispositivo, utilizando métricas como las impresiones, los clics, etc. Realiza pruebas A/B y optimiza tus campañas según los resultados obtenidos.

Compare data in Google analytics and Google ads and decide if it's best to split campaigns for desktop and mobile with seperate budget or just adjust bids. Mobile is the future, so check for site-speed and user experience improvements.

Optimize your campaigns for different types of devices, such as desktop computers, tablets and smartphones. This ensures an optimized experience for each type of user.

Google is now putting more emphasis on location and broad keyword matches. This might not be great for Lead Gen businesses. When targeting, it depends on your business, but as a general rule: 1. Location Targeting: Stick to 'presence only' for better results. 2. Audiences: Include 'affinity' and 'in-market segments' for better targeting. Observing audiences can save time. Also, consider scheduling to save money. Adjust these strategies based on your business needs.

A segmentação por público-alvo permite alcançar utilizadores interessados no produtos ou serviços semelhantes aos seus ou que se encaixam no perfil ideal de cliente. Utiliza-se essa técnica para direcionar anúncios a pessoas com base em dados demográficos, comportamentos, preferências e ações específicas. O remarketing é uma estratégia para exibir anúncios a quem já visitou seu site ou aplicativo. É possível encontrar novos utilizadores semelhantes aos atuais clientes por meio de públicos-alvo semelhantes. Por exemplo, empresas de software podem direcionar anúncios a utilizadores que pesquisaram termos relacionados aos seus produtos ou que visitaram sites de concorrentes.

La segmentación por audiencia es una forma de enfocar tus campañas SEM a los usuarios que tienen características, intereses o comportamientos similares. Esta segmentación te permite: Adaptar tu mensaje para que le llegue específicamente al público objetivo, usando el tono adecuado y relacionando lo que ofrece tu marca con las necesidades de los consumidores. Aumentar las tasas de conversión, ya que los usuarios recibirán anuncios más relevantes y personalizados, que se ajustan a sus preferencias y expectativas. Mide y evalúa el rendimiento de tus campañas por audiencia, utilizando métricas como las impresiones, los clics, el CTR, el CPC, el CPA y el ROAS, Crea grupos de audiencia, Realiza pruebas A/B y optimiza tus campañas.

Get better at audience targeting by using AI to study how people interact with your website and ads. This means collecting data, then using smart algorithms to guess what users will like or do next. Create ads that change based on what the user does, giving them a more personal and interesting experience. For example, if someone often reads about high-tech stuff, show them ads about techy products or services.

That is correct. Each ad follows the AMA Framework (audience-message-action). In the case of the competitors, the audience must be related to those competitors attributes, the message should contain about the competitors messaging amd send them to the landing page to take an action. You can have multiple audiences.

La segmentación de audiencia es una herramienta poderosa en SEM. Este enfoque no solo mejora la precisión de tus campañas, sino que también aumenta la eficiencia del gasto publicitario. Al enfocarte en audiencias que ya han mostrado interés o que coinciden con tu perfil de cliente ideal, tus anuncios se convierten en soluciones personalizadas, aumentando su relevancia y eficacia. Mi consejo es utilizar la segmentación de audiencia de manera estratégica para alcanzar a aquellos que realmente están interesados en lo que ofreces.

Remarketing is crucial for maximizing your results of all previous traffic, so think about special offers to this warmer audience and test different remarketing campaigns (GDN rmkt, RLSA, YouTube remarketing,..).

Audience targeting, the Sherlock Holmes of SEM, delves into the mysteries of user intent and interest. It's not just about reaching out; it's about connecting with those who've already left digital breadcrumbs leading to your doorstep. Imagine being a software company and having the ability to flash your ads in front of the eyes that have searched for your software siblings or roamed the virtual halls of your competitors. It's turning SEM into a game of finding the right people in the vast internet expanse, creating a virtual magnifying glass that zooms in on your ideal customers.

Audience targeting in SEM is a dynamic strategy to connect with users interested in your products or services. It involves segmenting users based on demographics, behaviors, preferences, and actions. Remarketing focuses on users who've previously visited your site or app, while similar audiences broaden reach by targeting those resembling existing customers. Consider a software company using audience targeting to display ads to users searching relevant keywords or visiting competitors' sites. This ensures ad delivery to an audience already displaying interest. In summary, audience targeting refines SEM by aligning ads with user characteristics and interests.

For content targeting, use AI to look at what people are saying on social media and forums. This helps you find hot topics and what people think about products or services like yours. Make ads that fit with these trends and feelings, and put them where these chats are happening. Like, if there’s a buzz about being eco-friendly, put your ads for green products on sites where this topic is trending, making sure your message hits home with the audience’s current interests.

Content targeting in SEM enables advertisers to display ads on websites or apps aligned with their products, services, or audience interests. This strategy allows for precise placement on specific platforms, categories, or topics relevant to the industry or niche. Keywords and placements further refine content targeting, enhancing ad relevance and quality scores. For instance, a fitness brand can utilize content targeting to showcase ads on platforms covering health, wellness, or sports topics. This ensures that ads reach an audience already engaged with related content, increasing the likelihood of resonating with potential customers. In summary, content targeting is a strategic approach in SEM, optimizing ad placement for maximum.

While content targeting seems promising for reaching a relevant audience, it can inadvertently limit your ad exposure. Restricting ads to specific websites or apps might overlook potential customers who engage with diverse content outside the predefined categories. A more expansive approach that considers a broader spectrum of user interests and behaviors could ensure a more comprehensive reach and better capitalize on untapped audience segments.

Content targeting in SEM is a strategy that aligns ads with related online content to engage audiences interested in specific topics. It enhances ad relevance by connecting with users already reading about similar subjects, thus increasing the likelihood of drawing attention from a targeted demographic. For example, a tech company might target content on tech review sites to reach potential customers. Balancing content targeting with broader strategies ensures ads reach both niche audiences and those on the periphery of a specific interest group.

A segmentação de conteúdo é uma estratégia eficaz para exibir anúncios em locais relevantes online. Ao escolher sites ou aplicativos que se alinham aos produtos ou serviços, bem como aos interesses do público, as marcas podem aumentar a precisão e a eficácia dos seus anúncios. Utilizar categorias, tópicos, palavras-chave ou canais específicos ajuda a refinar a abordagem e a melhorar a relevância e a pontuação de qualidade dos anúncios. Por exemplo, uma marca de fitness poderá beneficiar-se ao exibir anúncios em contextos relacionados a saúde e desporto

One way is to start broader and then optimize when you have results to compare between different audiences. Beware that selecting to narrow audience can result in limited reach, so have hands on approach.

Content targeting is the fishing net that catches the right audience swimming in the currents of your industry. It's not about casting a wide net; it's about understanding the nuances of where your audience swims and dropping your hook in those specific waters. If you're a fitness brand, it's like casting your line into the streams of wellness, health, and sports, hooking the attention of those scrolling through pages that resonate with the heartbeat of your brand.

Consider targeting based on the content of the pages where your ads will appear. This helps ensure your ads are aligned with the context of the page's content.

SEM represents a big change in the way marketers and creatives approach audiences and content: We’re not writing for other people anymore. We’re writing for web crawlers and LLMs. Creatives tend to be especially hostile to this idea. But in the 21st century, we reach the human audiences we need by giving bots what they want. We write for bots first (and directly), and we write for human beings second (and indirectly). Having a non-human gatekeeper between ourselves and our audience is new in the history of human expression. Guttenberg never had to think about what content his press wanted before it would share his Bible with the world. Admittedly, this is an odd situation. But, if we want to reach people, we have to create for bots.

In SEM, content targeting means going beyond keywords to enhance relevance and connection with the audience. - Content targeting: It's not just about keywords, but the universe they exist in. - Think thematic targeting. Align ads with website themes, not just specific words. - Explore contextual targeting. Place ads in an environment related to your product. - Leverage the power of AI. Let algorithms find the best content fit for your ads. - Go beyond the obvious. Target niches and emerging trends. - Be a storyteller. Craft ads that blend seamlessly into the content narrative. Content targeting in SEM is like being a chameleon. It’s about blending your message into the content landscape where it naturally belongs, yet stands out.

Time targeting in SEM is particularly useful for businesses with peak activity hours. By scheduling ads for specific times when potential customers are most active, companies can ensure they're investing their budget efficiently. For example, an online retailer with data showing high evening shopping rates could schedule ads to appear just before and during this period, ensuring maximum visibility when shoppers are most likely to make a purchase. This strategic approach maximizes ad spend effectiveness and can significantly improve campaign ROI.

While time targeting appears beneficial for optimizing ad schedules, it often restricts flexibility and may lead to missed opportunities. Relying on predetermined time slots may limit visibility, preventing engagement during unexpected but potentially active hours. A more adaptable approach, responsive to real-time data, could provide better results by capturing opportunities as they arise.

A sensible option is to negate night activity that could be invalid traffic ie between 1-5am. Also worth considering testing negating early morning weekend timing.

Time targeting (ad scheduling) had created a good impact on the performance for one of our clients: To optimize our campaigns for an insurance policy sold on the EPF website, we implemented time targeting. Observing that over 85% of policy sales occurred during office hours (10 am to 7 pm), we strategically adjusted our ad delivery schedule. This approach aimed to enhance campaign efficiency by focusing on peak user engagement periods when potential customers are actively logged into the EPF portal for purchases.

Time targeting in advertising allows you to display ads at specific times or days, optimizing for audience behavior and conversion peaks. It's particularly useful for adjusting bids and ad visibility during high-traffic hours, seasons, or events to maximize budget efficiency. For instance, a restaurant might employ this strategy to increase ad presence during meal times or weekends to attract more diners when they're most likely to eat out. This targeted approach ensures ads reach the right people at the right time.

If you're not open all the time or you don't have enough customer service staff to handle questions in time consider time targeting to focus your online presence on most prominent hours/days.

Time targeting, the temporal artist of SEM, paints your ads on the canvas of moments, ensuring they appear when the audience is most receptive. It's not about being omnipresent; it's about being present at the right time, like a restaurant's ad sizzling on screens during the hunger-inducing hours of lunch and dinner. It's the ability to weave your narrative into the fabric of a user's daily schedule, making your brand a companion in their digital journey.

Time targeting in SEM is a strategic feature allowing advertisers to schedule ads for specific times or days, aligning with audience behavior and conversion patterns. This optimization method lets you tailor bids and ad visibility to peak hours, seasons, or events, avoiding unnecessary spending during low-performing periods. For instance, a restaurant can leverage time targeting to showcase ads during lunch or dinner hours and weekends when people are more likely to dine out. This ensures that ad exposure is maximized when the target audience is most receptive. In summary, time targeting enhances the efficiency of SEM campaigns by focusing on periods of heightened user activity.

Time targeting in SEM is a strategic tool that significantly enhances campaign effectiveness. It involves scheduling ads to appear during specific times or days, aligning with audience behavior and peak conversion periods. This method allows for bid optimization during high-traffic times while conserving the budget during slower periods. For example, as a restaurant, implementing time targeting to display ads during lunch or dinner hours, and perhaps more aggressively on weekends, aligns our advertising with the times when potential customers are most likely considering dining options. This approach ensures an efficient use of the advertising budget, resulting in a higher ROI for our campaigns.

Adjust your ad delivery based on specific times of day, days of the week, or seasonal events. This is particularly useful for maximizing the effectiveness of your campaigns at strategic times.

Behavioral and contextual targeting: these two methods are not popular but they are extremely efficient in delivering best results for every ad spend. Though it takes lot of researching and exploring in it but despite that it is worth a try. I have personally seen conversion rate go up as high as 40%. Learn these to rocket boost your SEM!

When it comes to advanced SEM targeting, think of it like creating a perfect mix. Bring back people who visited your site before (remarketing), talk directly to specific groups (custom audiences), and find new folks who are similar to your current fans (lookalike audiences). Make your messages personal by considering things like age and location (demographic targeting) and when people are most active (behavioral targeting). Choose the right times to show your ads (ad schedule optimization) and make sure they look good on phones or computers (device targeting). Combine these strategies like putting together a great playlist, and you'll connect with your audience in a way that really clicks.

You can apply multi armed bandit approach in your targeting criteria. For example, combining geo and language might help you segment users even more effectively.

Targeting options like Audience Targeting allow segmentation based on demographics and behaviors, while Content Targeting places ads on relevant websites or apps, amplifying engagement and conversions.

Level up your SEM targeting with these pro tips: Go beyond keywords: Reach users actively researching or interested in your niche with in-market & affinity audiences. Hyper-localize: Target precisely with radius targeting, custom ad variations, or by users' location searches. Time it right: Schedule ads for peak search times based on user intent & device. Early risers? Target mobile news. Night owls? Desktop might convert better. Context is key: Match ads to pages users are browsing with dynamic search ads & content targeting. Relevance = Bring 'em back: Retarget website visitors with RLSAs to win back almost-converts. Bonus tip: Exclude irrelevant searches with negative keywords to save budget and boost relevance.

Don't be afraid to think outside of the box! When it comes to targeting, be creative: Find ways to appear infront of the right audience, combine different targeting options and see marketing as mix. Try to target your audience in their own "native language" considering aspects like culture, age, interests and specific behaviour. And make sure you set up conversion tracking, otherwise you won't know whether your targeting options have performed well.

If your audience speaks different languages, adjust your ads to suit their language preferences. Segmentation by Mobile Devices and Social Networks: Consider including or excluding specific segments, such as mobile devices or users of certain social networks, depending on the behavior of your target audience. By utilizing these advanced targeting options, you can improve the effectiveness of your SEM campaigns by targeting your ads to the right people at the right time.

Advanced SEM targeting options can greatly enhance campaign precision. Here are some effective ones: Remarketing: Target users who have previously engaged with your site or app. Demographic Targeting: Refine audience by age, gender, income, etc. Geo-Targeting: Specify locations where your ads will appear. Device Targeting: Tailor ads for specific devices (mobile, desktop, tablet). Interest-Based Targeting: Reach users interested in specific topics or behaviors. Custom Intent Audiences: Target users based on their recent search history. Similar Audiences: Reach users with characteristics similar to your existing customers. In-Market Audiences: Target users actively researching or ready to purchase.