Using advanced audience tactics in paid media to keep up with the modern consumer

Brooke Osmundson
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Brooke Osmundson: NordicClick Interactive

Journal of Digital & Social Media Marketing, 2019, vol. 7, issue 3, 234-244

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2019:v:7:i:3:p:234-244

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