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Moving Towards Audiences in a Keyword-Based World - Friends of Search 2017 - Arianne Donoghue

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While keywords are still hugely important for Paid Search, audiences have become increasingly valuable as a way to target the "right" users. But if you've relied on keywords in the past, where do you start? How do you begin to identify and build out audience profiles and apply those to your campaigns? In this actionable session you’ll find out how to start identifying these audiences and how to apply them in your campaigns across Paid Search and Paid Social.

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Moving Towards Audiences in a Keyword-Based World - Friends of Search 2017 - Arianne Donoghue

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  4. 4. Custom Audience • Upload email data • Use pixel data to select users of site or certain pages • Engaged page users – watched videos, filled in Lead Ads or interacted with page Lookalike Audience • Choose a Custom Audience, Pixel, or Page • Specify how closely lookalikes match source Saved Audience • Choose from Facebook’s targeting • Use this to combine Custom Audiences & Lookalikes
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  7. 7. a a a a a a a a a a a a a a a a a a a a a a a a a
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  19. 19. • • • All Visitors Converters Men 25-34 35-44 45-54 Women 25-34 35-44 Device Interests 45-54 Non- Converters Men 25-34 35-44 45-54 Women 25-34 35-44 45-54
  20. 20. All Visitors Converters Men 25-34 35-44 45-54 Women 25-34 35-44 Device Interests 45-54 Non- Converters Men 25-34 35-44 45-54 Women 25-34 35-44 45-54
  21. 21. • Sam Noble - A Mindset Shift: Thinking Beyond the Conversion #pubcon - https://www.koozai.com/blog/pay-per-click-ppc/mindset- shift-thinking-beyond-conversion-pubcon/ • Larry Kim – Increasing Brand Affinity in Search http://www.wordstream.com/blog/ws/2017/02/08/brand-affinity- marketing • Jon Loomer - Facebook Preferred Audiences • YouGov Profiles Lite: https://today.yougov.com/profileslite

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