BightonSEO 2021 - Shifting from inferred keyword intent to audience profiling
•Download as PPTX, PDF•
0 likes•283 views
Looking at the changes to targeting and how to leverage audiences, moving away from the sole reliance on keywords in and of themselves
Recommended
Recommended
More Related Content
What's hot
What's hot (6)
Similar to BightonSEO 2021 - Shifting from inferred keyword intent to audience profiling
Similar to BightonSEO 2021 - Shifting from inferred keyword intent to audience profiling (20)
Recently uploaded
Recently uploaded (20)
BightonSEO 2021 - Shifting from inferred keyword intent to audience profiling
- 1. Shifting from inferred keyword intent to audience profiling David Berendt | Adido SLIDESHARE.NET/DavidBerendt @davidberendt
- 2. PPC professionals Interested audiences Keyword implication @adido @davidberendt #brightonSEO
- 4. Since September 2020, we've only had significant volume in search query reports, losing the long tail. @adido @davidberendt #brightonSEO
- 5. Close variants & broaden match types @adido @davidberendt #brightonSEO
- 6. Removal of broad match +modifiers @adido @davidberendt #brightonSEO
- 8. [buy a drink] @adido @davidberendt #brightonSEO
- 11. Google’s recommendation is to group multiple keywords together by theme rather than targeting keywords… @adido @davidberendt #brightonSEO
- 16. Campaign Single Keyword Ad Group Ad Single Keyword Ad Group Ad Ad Ad [keyword 1] [keyword 2] @adido @davidberendt #brightonSEO
- 19. In-market & affinity Microsoft acquisitions + cross platform Google accuracy? @adido @davidberendt #brightonSEO
- 21. Themed Campaign Audience target ad group [keyword] “keyword” RSA RSA Audience target ad group [keyword] “keyword” RSA RSA @adido @davidberendt #brightonSEO
- 22. The same keywords… but different audience parameters @adido @davidberendt #brightonSEO
- 23. @adido @davidberendt Campaign - Lead Audience target ad group [keyword] “keyword” RSA RSA Audience target ad group [keyword] “keyword” RSA RSA Campaign - MQL #brightonSEO
- 25. Make the most of teaming up rather than using channels in silo @adido @davidberendt #brightonSEO
- 26. Be progressive Keep what is working Test where weaker @adido @davidberendt #brightonSEO
- 27. Campaign Ad Group Keyword Audience observation Ad @adido @davidberendt #brightonSEO
- 28. Look at the current structure and observe audiences Is one audience delivering the results in particular? @adido @davidberendt #brightonSEO
- 29. Campaign Current Ad Group Keyword Ad High performing audience @adido @davidberendt #brightonSEO
- 30. Campaign New Ad Group Keyword Ad Weaker performing audiences @adido @davidberendt #brightonSEO
- 31. Tailor the user journey to the audience @adido @davidberendt #brightonSEO
- 32. WHO your audience is Seniority? Age? Gender? Interests? @adido @davidberendt #brightonSEO
- 33. Split by audience @adido @davidberendt #brightonSEO
- 34. Use the learnings you get to tailor to audience not just keyword @adido @davidberendt #brightonSEO