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Using advanced audience tactics in paid media to keep up with the modern consumer
Journal of Digital & Social Media Marketing,
7
(3),
234-244
(2019)
Abstract
This paper will discuss the changing landscape of paid search and how this affects the setup and structure of paid search campaigns. It describes in depth how the combination of keyword and audience targeting has become essential to search, display and YouTube campaigns. Building on this, the article provides detailed guidance on how to make audience-targeting part of a digital marketing campaign, informed by specific goals and where the consumer is in the purchase/lead funnel. The article also offers words of caution with respect to problems that could derail campaigns. The examples given in this article use anonymised client data and describe how companies are experimenting with newly available advertising features to reach their specific goals.
Keywords: audience personas; audience development; digital marketing; paid search; paid social; customer journey; digital strategy
The full article is available to subscribers to the journal.
Author's Biography
Brooke Osmundson is Associate Director of Paid Search at NordicClick Interactive. Brooke works with clients in the businessto-business, e-commerce and healthcare space to grow their digital strategies using tactics from paid search to social media marketing. With her experience and passion in digital marketing, analytics and strategic planning, she helps clients deliver relevant customer experiences at every stage of the user funnel. Brooke has been featured in Search Engine Journal, has spoken at SMX West, and her client strategy contributed to NordicClick’s 2018 US Search Award for ‘Best Use of Video in a Search Campaign’.
