Audience Targeting in Paid Search Campaigns: What You Need to Know

February 28, 2019 | 143 views

For a long time, paid search advertising with Google Ads has centered almost exclusively on keywords. You created keyword lists, ads that matched the search intent of those keyword lists and then set up bids based on what clicks from people searching for those keywords were worth.

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Ad Networks for Publishers & Advertisers: Efficient Ad Buying & Selling

Article | July 13, 2022

When print publishers transitioned to online publishing, they were keen to find a way to generate revenue. Their revenue model in the print world was advertising, so they needed to monetize their content online. Display ads were a great start for them. They sold their advertising space to interested advertisers directly. Even then, there would always be some ad inventory that remained unsold. The need of the hour was a platform that could help them sell this inventory. That is when ad networks for publishers and advertisers came into the picture. Let us take a deeper look into how ad networks are helping both publishers and advertisers optimize their selling and buying processes. Ad Networks: Simplifying Ad Buying and Selling An ad network is a technology-backed platform that acts as an intermediary between a group of publishers who want to sell their ads and advertisers interested in buying them. Ad networks for publishers and advertisers first appeared in the mid-nineties as the earliest advertising technology to support online advertising. They helped advertisers buy ad space across multiple publishing platforms. The primary purpose of an ad network was to collect unsold ads from different publishers and put them up for offer to advertisers at a lower price than what a direct sale would cost. This kind of ad inventory was mostly referred to as remnant, non-premium ads that publishers struggled to sell directly. Today, ad networks for publishers focus on offering advertisers exclusive ad deals at premium prices. They pre-buy inventory from different publishers and then resell it to advertisers at premium prices to help advertisers get the impressions they expect. Types of Ad Networks Based on your audience, industry, topics, and formats, you have four main types of ad networks to choose from: Inventory-specific networks: Such networks have ads of a specific type, such as mobile or video. Vertical advertising networks: These are ad networks that focus on a specific topic, such as fashion, automobiles, or business. Premium networks: These are the networks that offer premium inventory, mostly from popular publishers. Targeted networks: These networks offer specific targeting capabilities through a built-in ad server. How do Ad Networks Work? Ad networks for publishers and advertisers keep on evolving with technological advancements. To understand how the best ads network works, here are the dynamic steps they follow to benefit publishers and advertisers: Ad networks compile multiple publishers with available ad inventory. Advertisers create campaigns using the ad network’s campaign panel, keeping in mind their budget, target audience, and any other special attributes. The publishers install relevant ad network tags on their websites. When there is a match between an ad campaign set by an advertiser and the publisher’s ad inventory, ad information is sent to the publisher. The ad network provider gets a share of the ad revenue generated from the campaign or by selling the inventory at a higher price than the publisher. Using the ad network’s campaign panel, the advertiser tracks and manages the ad’s performance. Ad Networks in Programmatic Advertising Ad networks for publishers and advertisers are a part of programmatic advertising, which is the process of automatically buying and selling digital advertising space. In this space, demand-side platforms (which help advertisers) and supply-side platforms (which help publishers) streamline the buying and selling process through real-time bidding (RTB). Businesses and enterprises rely on programmatic advertising for their digital advertising needs because publishers are adopting native ads on their websites. Thanks to native ads, ad blockers don’t affect advertising, and marketers can optimize and improve their ads with programmatic techniques for campaign success. It's no surprise that programmatic digital display ad spending is expected to increase by 25.8% this year (Source: Brand Equity). In conjugation with ad networks, an ad exchange connects DSPs and SSPs autonomously. An ad exchange came into the picture in 2005 when ad networks were not enough to solve the cumbersome problem publishers were facing ─ selling unsold ad space. Automation in the open marketplace for buying and selling digital ads was the solution. An ad exchange offers a streamlined platform for advertisers, publishers, ad networks, and other parties to connect their ad serving technologies for efficiency. Ad Network and Ad Exchange: What is the Difference? In the programmatic advertising ecosystem, the ad network and the ad exchange are two important components that are often mistaken to be the same because of their role in media buying. Let us take a look at the factors that separate the two. Attribute Ad Network Ad Exchange Function Intermediary between publishers and advertisers Open marketplace for everyone Identity Company Technology Key Users Publishers, advertisers and agencies Publishers, advertisers, agencies, ad networks, DSPs, SSPs and ATDs Important Characteristic Pre-segmented ads for particular audience. Promotes bulk buying and selling. Pool of various types of ad inventory. Based on an impression-per-impression trade Ad Quality Top-tier ad inventory, often sold for the first time All available inventory on sale including remnant ad slots Optimization Time consuming Optimization possible on-the-go Cost Stable and determined by the ad network Dynamic pricing based on real-time bidding by advertisers Impact on Advertiser Ad prices are higher Advertisers can define the pricing Impact on Publisher Low control over inventory pricing and optimization More control over value per impression Buyer/Seller Information Advertisers are unaware of the placement of their ads Publishers don’t know who the advertisers are Both advertisers and publishers have each other’s information Why Advertisers and Publishers Rely on Ad Networks? A Wider Range of Options With the help of top ad networks, advertisers and publishers can buy or sell more ad space. As a part of monetization strategies for publishers, they can rapidly increase their revenue through premium or remnant inventory because ad networks bring them the highest paying bids. Advertisers, on the other hand, can easily find any type of ad inventory that matches their budget for ad publishing. Higher Return on Investment Top ad networks bring in more revenue from advertising. The better the quality of ads, the higher the revenue for advertisers because they get precisely matched with their targeting needs and they can choose the most profitable deals. Increased Efficiency Automation in matching publishers and advertisers is the biggest advantage of advertising networks. It saves the time of manually looking for suitable deals or favorable pricing. The best publishers that bring the best impressions on ads can easily be approached. Publishers can get their inventory sold for the best price thanks to digital advertising networks. Features of an Ideal Ad Network for Publishers & Advertisers Here is a list of features you can refer to while choosing an ad network that caters to your needs: Size: The size of the advertising network matters because it facilitates a steady traffic. The more traffic it can deliver, the higher your ROI will be. Quality: Identify the quality of the inventory that an ad network offers. It should match the kind of inventory you need. Audience Targeting: Your ad network should support different audience targeting options so that ad campaigns work perfectly well. Format Support: Your ad network should support different formats like responsive, call-only, animated GIF or simple banners so you can diversify into different formats without any hassles. Reliability: Depending on your requirements, ensure that the network doesn’t go down and provides consistent service so your business remains unaffected. The interface should also be easy to use, clean, and rich with data to help your marketing team optimize their personalization efforts. CTV Streaming Platform Used PubMatic to Bump its Revenue by 400% Future Today, a premium CTV streaming platform, used PubMatic’s platform to drive its ad revenue. PubMatic helped Future Today partner with a leading CTV DSP and achieve a lucrative private marketplace (PMP) agreement to create incremental demand through direct integration and optimized engagement. “PubMatic has been one of Future Today's fastest growing demand partners in the last 6 months. The entire team has been a pleasure to work with and they genuinely understand the value of CTV in the market.” – Katya Shkolnik, Head of Partnerships, Future Today Inc. Key Takeaways Display, native, and banner advertising campaigns are critical for marketers like you to scale your business, so understanding how and what an ad network for publishers and advertisers does is important to creating the best, most effective advertising campaigns that bear results.

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ADVERTISER PLATFORMS

Google’s and Facebook’s Grip on Digital Advertising Markets

Article | August 2, 2022

Since July 2019, the UK’s Competition and Markets Authority has been conducting an extensive investigation of the digital advertising market. In its preliminary report on the investigation, the CMA expresses concerns that Google and Facebook have grown so “large and have such extensive access to data that potential rivals can no longer compete on equal terms.” 2019 marked the year in which digital advertising finally took the crown from TV and other legacy media both in the US and worldwide. Estimates point out that digital ads now account for 51 percent of the almost $600 billion spent globally on advertising, a percentage that should only rise with time.

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Which Online Advertising Strategy Is Right For Your Business?

Article | July 6, 2022

Part of running a business in this era of technology is establishing an online presence. This does not only mean having a well-put-together website and being active on social media, which are both a big part of what online marketing means. In order to reach audiences and turn them into customers, you also need to invest in online advertising. Sometimes, finding the best-suited advertising strategy for your business can be quite daunting, especially given the fact that you have so many options to choose from in the sea of digital marketing. The accessible costs of digital advertising, especially when compared to traditional advertising, may make it tempting for you to what to invest in as many types of ad campaigns as you can find, but keep in mind that they may not all work for your business.

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Alex Webb: More kids with smartphones spells advertising bonanza

Article | February 10, 2020

The revelation that, by the age of seven, 53% of British kids will own a mobile phone, will come as good news to one group in particular: advertisers. By the time U.K. youngsters are 11, the ownership ratio reaches a whopping 90%, according to a report published last week by the research consultancy Childwise. And as the penetration of smartphone usage rises, it creates more opportunity for advertisers to get in front of young eyeballs. Parents need to get clued up if they want to stop that from happening. For now, advertising targeted at children has been slower to migrate online than in the broader industry. Whereas more than half of the world's $614 billion of ad spending is now online, less than a third of the outlay for ads targeting children is digital, according to a 2019 study by PricewaterhouseCoopers.

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J&L Selected for Volkswagen Service & Parts Digital Advertising Program

J&L Marketing, Volkswagen | May 02, 2022

J&L Marketing has been chosen for the certified Service & Parts Digital Advertising Program with Volkswagen of America as part of the Dealer Digital Program. This partnership will enable participating Volkswagen Dealers to use advanced digital marketing strategies to retain a higher level of customers along with attracting new customers to their service departments. As the only 2022 Google Premier Partner participating in the program, J&L Marketing offers the industry's most refined after-market digital marketing program that includes paid search, display and paid social advertising. As a Volkswagen Certified Service & Parts Digital Advertising Provider, J&L Marketing enables dealers to beat their competition by capturing more service appointments. J&L Marketing’s usage of data, landing page technology, and campaign management have proven to engage and convert more customers. “We are proud to be selected as a Certified VW provider. Dealers need a marketing partner that will do the hard work required to innovate and outperform their competitors,” said Jamil Zabaneh, President of J&L Marketing. “We are proud to be selected as a Certified VW provider. Dealers need a marketing partner that will do the hard work required to innovate and outperform their competitors,” said Jamil Zabaneh, President of J&L Marketing. One of the key features that will propel dealer’s success is J&L Marketing’s code injected landing pages. This technology enables service landing pages to load faster, convert better, and deliver exceptional results. J&L Marketing provides search, display, discovery and social advertising services in conjunction with several proprietary solutions developed for automotive service departments. Explore the full range of offerings on their website: www.jandlmarketing.com

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GumGum Introduces Mindset Matrix - A Framework For the Future of Digital Advertising Without Personal Data

GumGum | March 04, 2022

GumGum, a contextual-first advertising technology company, introduces The Mindset Matrix, a framework for the future of digital advertising outlining how advertisers can deliver engaging and effective ad campaigns, in current and emerging environments, without the need of the cookie or personal data. The industry is moving into a new era, one that requires a shift in how advertisers think about reaching and connecting with people in digital environments. Rather than base their targeting efforts off past behaviors - the future of digital advertising will rely on meeting people in the moment and aligning advertisements with someone’s present frame of mind. “The truth is we don’t need to know who you are in order to deliver relevant and effective advertising. As human beings we naturally move in micro-moments, floating from one topic to another. We believe that digital advertising should be able to move with us and be something, helps us find what we need or didn’t even know we needed, and that adds to the overall experience. The Mindset Matrix is a framework that helps advertisers make that shift, while being just as effective and doesn’t require the use of personal data,” said GumGum’s, CEO, Phil Schraeder. The Mindset Matrix framework, defined as the environment in which ad effectiveness develops, is made up of three components: True Contextual Understanding: Uses all the signals within an environment (text, image, video, audio) to understand the entire digital environment, allowing advertisers the ability to put the right ad in the right context (place, time, near a related topic etc.), and increases ad relevance with more precision. Smart Ad Creatives: Creative can be smarter now with the support of contextual and attention. These smart ads create a cohesive experience between content and advertisement that enhance the audience's experience rather than detract from it. Attention Measurement & Optimization: Measuring the actual attention an ad drives is a human centric, quality metric that captures a person’s relative interest (or not) in that ad at that moment. As such, it’s a remarkable feedback loop on ad relevance and proof that we’ve found the match between the right creative and the right context. “Each of these components are individually important aspects of any ad campaign but when tied together have the opportunity to influence and inform the other, creating a powerful understanding of a person's frame of mind in each unique digital environment. This model allows advertisers to meet people when they are in an active frame of mind — the right headspace to pay attention and take action – and do so in a way that is cookieless, identity free and future proof,” Schraeder goes on to say. Through robust company development and strategic acquisitions, GumGum has demonstrated a clear understanding of the importance of the Mindset Matrix in advertising. The Mindset Matrix should be used as a foundation by advertisers as a marketing playbook of the future. About GumGum GumGum is a global technology and media company specializing in contextual intelligence. For over a decade, we have applied our proven machine learning expertise to extract value from digital content for the advertising and sports industries. Our proprietary contextual intelligence engine uses computer vision and natural language processing technologies to scan text, images and videos when evaluating digital content. Combining our contextual advertising intelligence with proprietary high-impact ad formats, GumGum’s advertising solutions deliver industry leading efficiency, accuracy and performance.

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SpringServe Powering Video Advertising on SXSW TV Apps

SpringServe | March 03, 2022

SpringServe, the leading ad serving platform for connected TV (CTV), today announced a strategic collaboration with SXSW, to power inventory on their video on demand content, both online and on the SXSW TV apps. SpringServe’s advanced ad serving and inventory management technology helps publishers streamline their monetization to capture the full value of their inventory, all while ensuring high quality ad experiences. SXSW will leverage SpringServe to ensure high-quality in-app video advertising experiences for attendees. "We created SXSW TV to provide our audience with a premium viewing experience wherever they are. SpringServe’s industry-leading technology has allowed us to effortlessly connect our sponsors to our audience in new and exciting ways," said Justin Bankston, CTO, SXSW. With their online schedule and connected TV apps, SXSW is able to bring its amazing content directly to attendees, whether they are in the audience in Austin or on the other side of the world. The chronological and geographic barriers have all come down, for both the creators who make the event, and the audience eager to learn from them. In the same way the physical event provides value by connecting sponsors to attendees, they will also benefit from visibility on SXSW TV and the online schedule. “SpringServe’s platform can be used across any video environment. As the industry is gathering together, we’re thrilled to be a part of such a large-scaled event like SXSW, helping presenters reach consumers on the go. With SpringServe, SXSW will deliver a superior consumer and advertiser experience, ensuring high-quality video engagement,” Joe Hirsch, General Manager, SpringServe. About SpringServe SpringServe, now part of Magnite, is the leading independent ad serving platform, purpose-built for OTT, CTV and video advertising. Its software offers a full stack of ad serving, optimization and automation solutions that make video ad serving smarter across devices. Trusted by leading publishers & advanced TV distributors, its platform delivers control, transparency, and analytics to increase ad performance and revenue from media sales. About SXSW SXSW dedicates itself to helping creative people achieve their goals. Founded in 1987 in Austin, Texas, SXSW is best known for its conference and festivals that celebrate the convergence of the interactive, film, and music industries. An essential destination for global professionals, the event features sessions, showcases, screenings, exhibitions, and a variety of networking opportunities. SXSW proves that the most unexpected discoveries happen when diverse topics and people come together.

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J&L Selected for Volkswagen Service & Parts Digital Advertising Program

J&L Marketing, Volkswagen | May 02, 2022

J&L Marketing has been chosen for the certified Service & Parts Digital Advertising Program with Volkswagen of America as part of the Dealer Digital Program. This partnership will enable participating Volkswagen Dealers to use advanced digital marketing strategies to retain a higher level of customers along with attracting new customers to their service departments. As the only 2022 Google Premier Partner participating in the program, J&L Marketing offers the industry's most refined after-market digital marketing program that includes paid search, display and paid social advertising. As a Volkswagen Certified Service & Parts Digital Advertising Provider, J&L Marketing enables dealers to beat their competition by capturing more service appointments. J&L Marketing’s usage of data, landing page technology, and campaign management have proven to engage and convert more customers. “We are proud to be selected as a Certified VW provider. Dealers need a marketing partner that will do the hard work required to innovate and outperform their competitors,” said Jamil Zabaneh, President of J&L Marketing. “We are proud to be selected as a Certified VW provider. Dealers need a marketing partner that will do the hard work required to innovate and outperform their competitors,” said Jamil Zabaneh, President of J&L Marketing. One of the key features that will propel dealer’s success is J&L Marketing’s code injected landing pages. This technology enables service landing pages to load faster, convert better, and deliver exceptional results. J&L Marketing provides search, display, discovery and social advertising services in conjunction with several proprietary solutions developed for automotive service departments. Explore the full range of offerings on their website: www.jandlmarketing.com

Read More

ADVERTISER PLATFORMS

GumGum Introduces Mindset Matrix - A Framework For the Future of Digital Advertising Without Personal Data

GumGum | March 04, 2022

GumGum, a contextual-first advertising technology company, introduces The Mindset Matrix, a framework for the future of digital advertising outlining how advertisers can deliver engaging and effective ad campaigns, in current and emerging environments, without the need of the cookie or personal data. The industry is moving into a new era, one that requires a shift in how advertisers think about reaching and connecting with people in digital environments. Rather than base their targeting efforts off past behaviors - the future of digital advertising will rely on meeting people in the moment and aligning advertisements with someone’s present frame of mind. “The truth is we don’t need to know who you are in order to deliver relevant and effective advertising. As human beings we naturally move in micro-moments, floating from one topic to another. We believe that digital advertising should be able to move with us and be something, helps us find what we need or didn’t even know we needed, and that adds to the overall experience. The Mindset Matrix is a framework that helps advertisers make that shift, while being just as effective and doesn’t require the use of personal data,” said GumGum’s, CEO, Phil Schraeder. The Mindset Matrix framework, defined as the environment in which ad effectiveness develops, is made up of three components: True Contextual Understanding: Uses all the signals within an environment (text, image, video, audio) to understand the entire digital environment, allowing advertisers the ability to put the right ad in the right context (place, time, near a related topic etc.), and increases ad relevance with more precision. Smart Ad Creatives: Creative can be smarter now with the support of contextual and attention. These smart ads create a cohesive experience between content and advertisement that enhance the audience's experience rather than detract from it. Attention Measurement & Optimization: Measuring the actual attention an ad drives is a human centric, quality metric that captures a person’s relative interest (or not) in that ad at that moment. As such, it’s a remarkable feedback loop on ad relevance and proof that we’ve found the match between the right creative and the right context. “Each of these components are individually important aspects of any ad campaign but when tied together have the opportunity to influence and inform the other, creating a powerful understanding of a person's frame of mind in each unique digital environment. This model allows advertisers to meet people when they are in an active frame of mind — the right headspace to pay attention and take action – and do so in a way that is cookieless, identity free and future proof,” Schraeder goes on to say. Through robust company development and strategic acquisitions, GumGum has demonstrated a clear understanding of the importance of the Mindset Matrix in advertising. The Mindset Matrix should be used as a foundation by advertisers as a marketing playbook of the future. About GumGum GumGum is a global technology and media company specializing in contextual intelligence. For over a decade, we have applied our proven machine learning expertise to extract value from digital content for the advertising and sports industries. Our proprietary contextual intelligence engine uses computer vision and natural language processing technologies to scan text, images and videos when evaluating digital content. Combining our contextual advertising intelligence with proprietary high-impact ad formats, GumGum’s advertising solutions deliver industry leading efficiency, accuracy and performance.

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SOCIAL MEDIA ADVERTISING

SpringServe Powering Video Advertising on SXSW TV Apps

SpringServe | March 03, 2022

SpringServe, the leading ad serving platform for connected TV (CTV), today announced a strategic collaboration with SXSW, to power inventory on their video on demand content, both online and on the SXSW TV apps. SpringServe’s advanced ad serving and inventory management technology helps publishers streamline their monetization to capture the full value of their inventory, all while ensuring high quality ad experiences. SXSW will leverage SpringServe to ensure high-quality in-app video advertising experiences for attendees. "We created SXSW TV to provide our audience with a premium viewing experience wherever they are. SpringServe’s industry-leading technology has allowed us to effortlessly connect our sponsors to our audience in new and exciting ways," said Justin Bankston, CTO, SXSW. With their online schedule and connected TV apps, SXSW is able to bring its amazing content directly to attendees, whether they are in the audience in Austin or on the other side of the world. The chronological and geographic barriers have all come down, for both the creators who make the event, and the audience eager to learn from them. In the same way the physical event provides value by connecting sponsors to attendees, they will also benefit from visibility on SXSW TV and the online schedule. “SpringServe’s platform can be used across any video environment. As the industry is gathering together, we’re thrilled to be a part of such a large-scaled event like SXSW, helping presenters reach consumers on the go. With SpringServe, SXSW will deliver a superior consumer and advertiser experience, ensuring high-quality video engagement,” Joe Hirsch, General Manager, SpringServe. About SpringServe SpringServe, now part of Magnite, is the leading independent ad serving platform, purpose-built for OTT, CTV and video advertising. Its software offers a full stack of ad serving, optimization and automation solutions that make video ad serving smarter across devices. Trusted by leading publishers & advanced TV distributors, its platform delivers control, transparency, and analytics to increase ad performance and revenue from media sales. About SXSW SXSW dedicates itself to helping creative people achieve their goals. Founded in 1987 in Austin, Texas, SXSW is best known for its conference and festivals that celebrate the convergence of the interactive, film, and music industries. An essential destination for global professionals, the event features sessions, showcases, screenings, exhibitions, and a variety of networking opportunities. SXSW proves that the most unexpected discoveries happen when diverse topics and people come together.

Read More

Events