Michael Lisovetsky’s Post

How to conduct audience research for paid search Paid search isn’t generally at the top of marketers’ minds when they think about audience planning, but it’s a vital part of all campaigns.  Though paid search is a “pull” instead of a “push” marketing channel, there are still plenty of audience signals to implement when building and optimizing PPC campaigns.  Search is a unique channel because customers tell you who they are in their search queries and path to purchase journeys (i.e., YouTube > search attribution paths).  Conducting audience research is a huge variable in campaign preparation, mid-flight optimization and post-campaign analysis.  For this article, we’ll focus on Google Ads, but the same concepts apply to anywhere else you may be running a search campaign. Pre-build research Outside Google Ads The first half of audience research in the pre-build state takes place outside of Google Ads and lives within your organization.  Who is your target audience?  What are you trying to tell them?  Have you conducted research or focus groups around who they are and what resonates with them?  Start here. Once you know your target customers and have a good sense of the language you think will connect them to your brand, you can apply these learnings to your search campaigns. Inside Google Ads When starting to build a campaign, you’ll use the existing knowledge about your audience to set campaign-level targeting, like what devices your customers usually convert from (using Google Analytics or another source of truth) or which countries you can sell in/ship to.  Have you formerly had a poor mobile experience, but the site has been updated and you can’t wait to send users there?  Are most of your customers in the United States, but you’ve earmarked a media budget to expand into Canada?  Even setting a location target or device target is noting where your audience is and how to best reach them.  From there, at the campaign or ad group level, you’ll be prompted to apply audiences for “Observation” or “Targeting.” You will not be able to conduct any meaningful research if you do not apply these.  Applying an audience under Observation mode means you’ll be able to gather insights about that segment, but you will not be narrowing your potential reach.  Observation is a great option for all campaigns to pull reports mid and post-flight to see how different audiences engage with your ads.  If you choose to use Targeting mode, you’ll only serve ads to people who are both on that list and searching for your keywords or product.  Targeting is a helpful way to designate different ad copy for a specific segment, such as returning customers or loyalty club members who get different perks than new customers. Google’s support pages outline in more detail the different types of audiences that can be applied: In-market. Affinity. Custom segments. Detailed demographics. Life events. First-party segments. Mid-flight...

For startups, every dollar spent on advertising must deliver results. Choosing the right targeting option in Google Ads can help you maximize ROI, reach the right audience, and scale efficiently. Here’s a breakdown of the best targeting options for startups, with examples and stats to guide your strategy: 🔎 Keyword Targeting Perfect for startups aiming to capture high-intent users actively searching for solutions. Example: A SaaS startup offering CRM tools can target keywords like “best CRM for small businesses” or “affordable CRM solutions.” According to WordStream by LocaliQ, Google Ads can deliver a 2%–5% CTR on average with well-optimized keywords, making it a cost-effective option for direct conversions. 😇 In-Market Audiences Google’s in-market audiences target users actively researching or considering products/services similar to yours. Example: A fintech startup can target “Small Business Financial Services” in-market audiences. Google data shows that campaigns using in-market audiences see 10%–20% higher conversion rates than standard audience targeting. 🌐 Geographic Targeting Essential for startups with a local or regional focus. Example: A food delivery startup can use geographic targeting to focus on users within specific delivery zones. Ads with precise geo-targeting improve click-through rates by 20%, as they feel more relevant to the audience (Google). 🧑🤝🧑 Lookalike (Similar) Audiences Use your existing customer data to find people with similar behaviors and interests. Example: A startup with an email list of early adopters can create a similar audience to expand its reach. Google reports that lookalike audience targeting can increase lead generation by 30% or more when paired with compelling offers. 🔖 Remarketing Stay top-of-mind with users who visited your website but didn’t convert. Remarketing campaigns often achieve conversion rates 2x higher than standard display ads (HubSpot). 🛃 Custom Intent Audiences Create highly tailored audiences by combining specific search queries, apps, or websites relevant to your industry. Example: A health tech startup can target users searching for “health monitoring devices” or visiting competitor websites. Startups using custom intent targeting report 35% higher engagement rates due to precise targeting (Google). 🧑⚖️The Verdict For startups, Keyword Targeting and In-Market Audiences are often the best starting points for capturing intent-driven traffic. As your campaigns evolve, layering in Remarketing and Lookalike Audiences can further boost conversions and help you scale efficiently. What’s been your experience with Google Ads targeting as a startup? Let’s share insights in the comments! 💡 #GoogleAds #Startups #DigitalMarketing #PPCStrategy #AudienceTargeting #GrowthHacking

🎯Top 8 trends in Social media 🔰 Personalization and Ai-Driven Contents Marketers on using Ai for social media tasks including analyzing data, content creation advertising campaign targeting, building chatbots, brands will leverage Al to created personalized contents enhancing user experience. 🔰Short-Form Video Rules. Consumers primarily want brand social media accounts on shor-form videos like TikTok, Instagram reels, or youtube Shorts.short-foom isn't just on avoidable at this Points, it is the consumed content on the internet. 🔰Social commerce and shopping Social media platforms have transformed in to shopping destination. Social media commence land scope is revolutionizing the retail landscape. 📍Most of the online shoppers used social media for product discovery 📍Social media users have made a Parchase though social media, Instagram shoping, facebook shop Tiktok shopping, Pinterest shopping, Snapchat. 📍Social media commerce projected to reach $6.5 trillion by 2025 🔰Social media platform are becoming viable search engine Challenging traditional search engines like Google. 📍Most of the online shoppers use social media for product search 📍Gen Z prefer social media over google for search 📍Most of the consumers trust social media recommendations 🔰Followers are seeking authentic connections. ln today's digital age, social media followers are craving more than just polished content. They're seeking authentic connections with brands, influencers, and individuals. 📍 Authentic, non-promotional content 📍Transparency about business practices and values 📍Information about product sourcing and production 📍Educational content about the brand's industry 🔰Content creators and influencers Speaking of authenticity, sometimes, it's easier for audiences to believe something about your brand when the information comes from a third party. This is part of the reason why marketers continue to include content creators and influencers in their social media strategy. 📍Consumers trust influencer recommendations. 📍Marketers increase influencer marketing budgets. 📍Content creators produce of online content. 🔰Personalization is increasing in importance. According to Sprout social, consumers say the most memorable brands on social media respond to costumers a brand responds to their needs and expect a personalized response to customer service needs.efficiently accommodate this high-touch service, social media teams are turning again to AI, using chatbots and automation tools that can respond to basic customer needs and it seems to be working. 🔰Brands will prioritize social platforms by Return on investment (ROI) Prioritize social platforms by ROI to maximize returns, enhance engagement, and drive conversions.brand leaders are thinking more strategically about the business value of their chosen platforms and prioritizing efforts on those that deliver the strongest ROI.

Unlock AI’s potential in paid media creative Economic demands require marketers to do more with less. Today, small teams meet this demand by adopting AI to produce a greater output. Without AI, teams risk not meeting their goals due to limited resources. Likewise, advancements in PPC have changed how teams think about technology’s impact. Methods of targeting, designing creative and structuring campaigns have shifted, thanks to machine learning.  The most successful campaigns require a strategic blend of creativity and an acute understanding of evolving customer behavior. Therefore, adapting human expertise and technology creates a competitive advantage. Here are a few things you can do to strike a critical balance of human touch and AI to enhance your ad campaigns, engage your audience and drive superior results: Align ads to the customer journey Finding the right audiences at the right time is possible with the AI-assisted features of the ad platforms: Performance Max, Meta’s Advantage+ and LinkedIn’s Predictive Audience.  Each feature offers the same value: finding conversions with few targeting parameters based on user signals. The algorithms match your creative to the right audience, serving ads to the users who are most likely to convert.  Marketers can use these AI-assisted features to reach their desired outcome without performing more manual, low-impact activities. That said, there are two critical ideas to consider when using these audiences: Optimizing toward the right objective for your goals. Strong creative that resonates with your ICP and their journey. These “smart” audience types can scale targeting capabilities and drive cheaper traffic and engagement, but the quality is questionable, especially in B2B. Still, don’t be afraid to test. Cheap costs are a trade-off for broader targeting. You should consider, “Are you willing to cast a wider net if you know the right people are being reached alongside some less-qualified traffic?” To resonate with a quality audience, humans must guide AI targeting with strong messaging and designs for audience engagement. Ensure your message isn’t too broad or too niche and develop for different customer needs. You must have ad creative that: Educates: This content should focus on your brand and foster education and awareness. Consider video, blog posts, or other lower-intent content pieces. Explains value: These ads tout the product/solution in some way and drive directly to a declared intent page on your website. Lays out price and/or offer: Best used with a warm retargeting audience. These ads are for users ready to purchase, sign up or talk to sales. Run all three types concurrently to reach the right audience with the message they are ready for. Dig deeper: AI and Google advertising: What’s next? Feed the machine With AI broadening audiences and your brand competing hard for attention, designing for all the possible placements your ads can serve is important.  Dig in...

Is Your Marketing Missing Out on Reddit’s AI Keyword Targeting? If you’re not leveraging Reddit’s new Keyword Targeting, you might be leaving conversions—and revenue—on the table. In the race for precision marketing, Reddit’s AI-powered system is making waves, and it’s something we at KYBER are experimenting with and seeing impressive results. 🤔 Why Keyword Targeting? At its core, Reddit's Keyword Targeting helps you place ads in relevant conversations. Instead of traditional interest-based targeting, it ensures your message lands exactly when users are discussing topics connected to your service. We've seen this approach increase conversion rates by 30%, a figure that should make any marketer sit up. When your ad shows up during an organic conversation, it's no longer just an interruption—it becomes part of the solution they’re already seeking. When ads meet intent, the response is immediate. ↔️ AI-Powered Expansion: Targeting That Grows with You - Here’s where Reddit kicks it up a notch: the combination of Keyword Targeting with their AI features, including Dynamic Audience Expansion. Reddit’s system doesn’t just place your ad—it actively seeks out new audiences who may not be directly engaging with the keywords but show behavioral patterns indicating they’ll be interested. It’s like having a digital strategist continuously optimizing your reach in real time. - This broader reach doesn't dilute the relevance. In fact, campaigns using these tools saw a 30% drop in Cost Per Action (CPA). We’ve found that this AI-backed reach boosts engagement without sacrificing message integrity. 💬 From Conversations to Conversions Traditional interest targeting simply doesn’t cut it anymore. With Reddit’s Keyword Targeting, we’re not just getting our ads in front of more eyes; we’re getting them in front of the right eyes at the right moment. This is especially critical in growth marketing. When the conversation’s already happening, showing up early and contextualizing your brand to fit that moment leads to higher-quality leads. 🪙 AI Keyword Suggestions: An Untapped Goldmine Reddit’s AI Keyword Suggestions are another tool marketers shouldn’t ignore. By analyzing conversations across the platform, this feature uncovers relevant keywords you might have overlooked. At KYBER, we’ve found this particularly valuable in identifying emerging trends we hadn’t considered, ensuring our ads stay in front of conversations that matter most to our audience. Reddit’s new tools offer a pathway to scale without losing relevance. The question isn't whether Keyword Targeting works—the data is there. The question is: Are you ready to adopt it before your competitors do?

Latest trends in digital marketing for 2024: 1. AI-Driven Marketing AI is transforming digital marketing through enhanced data analysis, automation, and personalized experiences. Tools like ChatGPT, Jasper, and others are helping businesses create more personalized content, generate automated responses, and analyze data efficiently. Predictive analytics is also improving customer targeting, reducing ad spend waste. 2. Short-Form Video Dominance Platforms like TikTok, Instagram Reels, and YouTube Shorts are continuing to grow in popularity. Short-form videos with engaging, bite-sized content have proven to capture attention quickly. Brands are focusing on producing these to stay relevant, especially among Gen Z audiences. 3. Influencer Marketing Evolution Influencer marketing is evolving to focus on micro and nano influencers. These influencers often have more engaged, niche audiences, offering better ROI than mega influencers. Brands are collaborating with multiple small influencers to drive authentic engagement. 4. Social Commerce Expansion More platforms like Instagram, TikTok, and Pinterest are integrating shopping features directly into their apps. Social commerce enables users to discover products and make purchases seamlessly without leaving the platform, boosting conversion rates for e-commerce businesses. 5. Personalized Customer Experiences Consumers expect highly tailored experiences across all platforms. Personalization in emails, content, product recommendations, and ads is crucial. AI, data segmentation, and automation tools help marketers deliver customized messages and improve user engagement. 6. Voice Search Optimization With the growing use of smart speakers and voice assistants (e.g., Alexa, Siri), optimizing for voice search is becoming essential. Voice queries differ from typed searches, so businesses are focusing on long-tail, conversational keywords to capture this traffic. 7. Sustainability and Ethical Marketing Brands are increasingly emphasizing their sustainability efforts and ethical practices in marketing. Consumers, especially Millennials and Gen Z, are more likely to support businesses that align with their values regarding environmental and social responsibility. 8. Interactive Content Interactive content like polls, quizzes, surveys, and augmented reality (AR) experiences is gaining popularity. This type of content keeps users engaged and enhances the overall customer experience, helping brands gather more data and boost engagement rates. 9. Zero-Click Search Optimization With more featured snippets and instant answers appearing on Google, marketers are optimizing for "zero-click" searches. This means targeting queries where users find their answers directly on the search results page without clicking on a website. These trends reflect the dynamic nature of digital marketing and the growing importance of technology, personalization, and sustainability in shaping customer engagement.

New Trends in Paid Media for 2024 Trends in Paid Media for 2024: The world of paid media evolves with new trends each year that shape how businesses connect with their audiences. As we move into 2024, several exciting developments are poised to revolutionize the paid media landscape. From advancements in artificial intelligence to the increasing dominance of video content and the push towards hyper-personalized ad experiences, marketers have many new tools and strategies to explore. Let's dive into the latest trends in paid media for 2024 and discover how they can enhance your marketing efforts. The Rise of AI in Ad Targeting Artificial intelligence (AI) continues to make significant strides in paid media, offering unprecedented ad targeting and optimization capabilities. AI algorithms can analyze vast amounts of data to identify patterns and predict consumer behavior, enabling marketers to deliver highly targeted ads with pinpoint accuracy. This year, we will use AI to: ▶️ Predict User Behavior: AI can forecast users' actions based on their past interactions, allowing for more precise targeting. ▶️ Automate Ad Optimization: AI-driven tools can automatically adjust ad bids, placements, and creatives in real time to maximize performance and ROI. ▶️ Enhance Audience Segmentation: By analyzing demographic, psychographic, and behavioral data, AI can create detailed audience segments that improve targeting effectiveness. Integrating AI in ad targeting boosts campaign efficiency and frees up valuable time for marketers to focus on strategy and creativity. The Growing Importance of Video Ads Video content continues to dominate digital platforms, and its importance in paid media campaigns cannot be overstated. In 2024, video ads are expected to play an even more significant role due to their ability to engage audiences and convey messages effectively. Key trends in video advertising include: ▶️ Short-Form Videos: With the rise of platforms like TikTok and Instagram Reels, short-form video content is becoming increasingly popular. These bite-sized videos are perfect for capturing attention quickly and delivering concise, impactful messages. ▶️ Interactive Videos: Interactive video ads, which allow viewers to engage directly with the content, are gaining traction. Features like clickable elements, quizzes, and shoppable videos enhance user engagement and drive conversions. ▶️ Live Streaming: Live video has proven to be a powerful tool for real-time engagement. Brands leverage live streams for product launches, Q&A sessions, and behind-the-scenes content to create authentic connections with their audience. By incorporating video ads into your paid media strategy, you can create immersive experiences that resonate with viewers and drive meaningful interactions. The Shift Towards More Personalized Ad Experiences Personalization has always been a key component of effective marketing.

How to Use Search Audiences in Google Ads to Lower Costs: How to Use Search Audiences in Google Ads to Lower Costs Audiences are one of my favorite topics when it comes to paid advertising. I’ve always been a huge fan of how useful they can be when trying to optimize campaigns to reach the right group of folks. But one thing has always confused me: Most advertisers only pay attention to audiences with strategies like display, YouTube, or social. Meanwhile, search audiences seem to get overlooked. I’m hoping to remedy that with this post. Below are my favorite ways for leveraging audiences in Google Ads search campaigns to optimize and grow your results. Table of contents * How can you use search audiences? * The benefits of targeting vs. observing search audiences * Are search audiences are right for you? How can you use search audiences? Let’s first review your options for using search audiences in your campaigns. Could your campaigns benefit from using search audiences? Find out with our free Google Ads Grader! 1. Observation layering The first usage of audiences is the least invasive to an existing paid search strategy. Adding audiences as observation layers lets you create a data segmentation in your search campaigns without limiting your end audience. In all search campaigns, you can edit the audiences you have applied by going to the Audiences portion of the navigation on the left and click Edit Audience Segments. Here you’ll see that all audiences in search campaigns start on “observation” by default. (We’ll get into strategies for “targeting” in just a minute.) As Google says, observation targeting doesn’t narrow the reach of your campaigns, but it does give you the option to adjust bids for different segments. Let’s talk about targeting first. The audience selections for search campaigns are the same as any other campaign on the Google network. You can choose from in-market or affinity audiences, remarketing, YouTube Engagement, detailed demographics, and more. All you need to do is check the box next to the audiences you want included and they’ll be applied to the campaign. Here’s where my particular kind of usage comes in: I add just about every audience available as an observation layer to my campaigns. Remember, I’m not limiting my targeting at all, so even if an audience like “financial services” isn’t the right fit for my target audience based on our persona documents, I’m still able to see how it performs in comparison to all other audience segments on Google. Then, depending on the bid strategy I’m using, I can adjust the bids for each audience based on its performance. With a Target CPA of around $400 in this account, I might adjust the bids as you see in the image above. Anything with CPAs well below the target may get a bid boost and ones over that mark get a discount. The only limitation here is the bid…

Optimizing Facebook ads to increase sales involves a combination of strategic planning, audience targeting, creative design, and continuous testing and refinement. Here are some steps to help you achieve better results: 1. Define Clear Objectives *Set Specific Goals: Determine what you want to achieve with your ads (e.g., increase sales, generate leads, boost brand awareness). *KPIs: Identify key performance indicators (KPIs) to measure success (e.g., conversion rate, click-through rate, return on ad spend). 2. Understand Your Audience *Audience Research: Use Facebook's Audience Insights tool to learn about your target demographic. *Custom Audiences: Create custom audiences based on website visitors, customer lists, or engagement with your Facebook content. *Lookalike Audiences: Build lookalike audiences from your best customers to find similar potential buyers.  3. Craft Compelling Ad Creative *Visual Appeal: Use high-quality images or videos that grab attention. *Clear Messaging: Make sure your ad copy is clear, concise, and highlights the benefits of your product or service. *Strong Call-to-Action (CTA): Include a compelling CTA that tells viewers what action to take next (e.g., "Shop Now"). 4. Optimize Ad Placement and Formats *Automatic Placements: Allow Facebook to choose where to display your ads for optimal results. *Ad Formats: Experiment with different ad formats (carousel ads, video ads, collection ads) to see which performs best. 5. Implement Conversion Tracking *Facebook Pixel: Install the Facebook Pixel on your website to track conversions and gather valuable data on user behavior. *Event Tracking: Set up event tracking for specific actions (e.g., add to cart, purchase) to measure and optimize performance. 6. A/B Testing *Test Variations: Run A/B tests on different elements of your ads (images, headlines, CTAs) to determine what resonates most with your audience. 7. Budget and Bid Management *Budget Allocation: Distribute your budget wisely across different campaigns and ad sets based on performance. *Bid Strategies: Experiment with different bid strategies (manual vs. automatic) to find the most cost-effective approach. 8. Analyze and Adjust *Regular Monitoring: Keep a close eye on your ad performance using Facebook Ads Manager. *Performance Reports: Analyze reports to identify trends, strengths, and areas for improvement. 9. Retargeting *Retargeting Campaigns: Create retargeting campaigns to reach people who have interacted with your brand but haven’t converted yet. *Dynamic Ads: Use dynamic ads to automatically show the most relevant products to each visitor. 10. Leverage User-Generated Content and Social Proof *Customer Reviews and Testimonials: Incorporate user-generated content, reviews, and testimonials to build trust and credibility. By following these steps and continuously refining your approach based on data and performance insights, you can optimize your Facebook ads and increase sales effectively.

Comparing Facebook and Google in the realm of digital marketing involves understanding their respective strengths, audiences, and advertising capabilities. Here's a breakdown: 1. Audience Targeting:   - Facebook: Known for its highly granular targeting options based on demographics, interests, behaviors, and even life events. Advertisers can reach specific segments of the population with precision.   - Google: Offers targeting based on keywords and search intent. Google's Display Network allows for some demographic and interest-based targeting, but it's generally not as detailed as Facebook's options. 2. Ad Formats:   - Facebook: Supports various ad formats including image ads, video ads, carousel ads, lead generation ads, and more. It emphasizes visual content and engagement.   - Google: Offers a wide range of ad formats across its platforms including text ads, display ads, video ads, shopping ads, and app promotion ads. It's more diverse in terms of ad types but leans heavily on text-based ads. 3. Intent:   - Facebook: Users typically visit Facebook to connect with friends, consume content, and engage with communities. Ads on Facebook interrupt this experience and aim to capture users' attention with visually appealing content.   - Google: Users turn to Google when they have specific intent, such as searching for information, products, or services. Google ads are displayed in response to users' search queries or on relevant websites within the Display Network. 4. Cost and ROI:   - Facebook: Can be more cost-effective for brand awareness campaigns and targeting specific demographics or interests. However, the ROI may vary depending on the industry and targeting parameters.   - Google: Often yields higher conversion rates due to its intent-based targeting. Advertisers typically pay per click (PPC), so the cost can be higher, especially for competitive keywords, but the ROI can be significant for businesses with well-optimized campaigns. 5. Tracking and Analytics:   - Facebook: Offers detailed insights into ad performance, audience demographics, engagement metrics, and more through Facebook Ads Manager.   - Google: Provides robust tracking and analytics tools through Google Analytics and Google Ads. Advertisers can track conversions, measure ROI, and optimize campaigns based on data-driven insights. In summary, Facebook and Google serve different purposes in the digital marketing landscape. Facebook excels in targeting specific audiences based on interests and behaviors, while Google is unmatched in capturing users' intent through search and display advertising. The choice between the two depends on your marketing objectives, target audience, and budget. Many businesses find success by leveraging both platforms strategically to reach different segments of their audience throughout the customer journey.