I am often asked if I prefer SEO over paid advertising and the truth is I don’t lean favorably in either direction. They are like my two children with overlapping similarities but each unique in their own way. I love them both and it would be impossible to pick one over the other. SEO is like the patient and quiet child who keeps to himself while SEM is full of energy and likes to run around the house keeping me on my toes. Search Engine Optimization is a lot like gardening. You spend all this time planting seeds, nurturing the soil, watering it and then one day you see sprouts of green coming to the surface. That moment when you see your hard work finally paying off is so gratifying. SEO is much the same. You research keywords and find a golden opportunity with one in particular that gets a considerable amount of search volume but has minimal competition in the SERPS. You put your heart and soul into a piece of content. You make it interesting and unique and strategically insert keywords in all the right places. Then you put it out there.. in the vast wonderland of the world wide web. You check in on it periodically to see how it’s faring out there on its own. You gradually see it picking up its own organic links and then that day comes when that piece of content that you worked so hard on makes its way to page one of Google. That feeling of accomplishment can be a pretty amazing thing and it gets even better when that page monopolizes the top of the SERPS for years to come. SEO is really the gift that keeps on giving!
But one thing that SEM has over SEO is the power of audience segmentation. Keywords are a signal related to the mindset of the user but they are one-dimensional. SEO is about what they are searching for not who is doing the searching. Organic doesn’t give the advertiser the ability to boost visibility for certain affinities or to block ads from certain pieces of the Google Household Income spectrum. As a consumer, I must admit, I am always a little creeped out when I get an ad related to something I was researching only a few moments earlier. As a marketer, though, it’s really exciting to have that power of precision.
In the last few years advertising platforms have offered new ways of segmenting audiences. After the Microsoft acquisition of LinkedIn, Bing integrated the ability to target audiences based on their industry, title and company, data which is pulled directly from their LinkedIn profiles. Both Google and Bing offer custom audience segmentation that can import segments from your company’s Data Management Platform (DMP) so you can get even more granular in your targeting and more personalized in your advertising messaging. With custom audiences you can segment by purchase history, loyal customers, first-time buyers—whatever parameters are available to you through the data you own. And if you really want to amp up your on-site segmentation efforts, there are behavioral targeting platforms like Dynamic Yield, Adobe Target and Evergage which provide on-site personalization. These platforms capture user information along various touchpoints of their on-site journey which result in user profiles with customized messaging. This is especially valuable for sites with a high volume of repeat users. But that’s a topic for another blog post. This one is all about the power of advertising audience segmentation and offsite messaging.
Through Google you can target affinity segments so if you are a travel company, you can put your ads in front of people who have a fondness for traveling. If you are a travel company that specializes in specific destinations You can drill down via in-market segments to target people who are actively looking to visit those destinations. The in-market Gods are like the adult Santa Clause. They know when you’ve been searching for a car and what type of car you’ve been searching for. They know if you’re pregnant, getting married, moving. The list goes on. Of course, personal data is a sticky subject these days with GDPR and California’s Privacy Act so let’s hope these valuable marketing tools are here to stay.
Are you harnessing the power of audience segmentation that both the Google and Bing ad platforms offer? If not, you really should be. It can work magic on underforming campaigns. To get you started, below is a list of all the in-market segments currently available through Google Ads. Happy Segmenting!
Google Ads In-Market Audiences
Apparel Accessories
Activewear
Running Apparel
Yoga Apparel
Costumes
Eyewear
Sunglasses
Formal Wear
Bridal Wear
Suits & Business Attire
Handbags
Jewelry & Watches
Fine Jewelry
Necklaces
Watches
Wedding & Engagement Rings
Lingerie
Luggage
Men’s Apparel
Outerwear
Shoes
Athletic Shoes
Boots
Dress Shoes
Socks
Swimwear
Underwear
Wallets, Briefcases & Leather Goods
Women’s Apparel
Arts Crafts Supplies
Autos Vehicles
Auto Parts Accessories
Auto Exterior Parts Accessories
Auto Interior Parts Accessories
Automotive Electronic Components
Car Batteries
Car Brakes
Engine Transmission
High Performance Aftermarket Auto Parts
Wheels Tires
Auto Repair Maintenance
Brake Service Repair
Collision Auto Body Repair
Glass Repair Replacement
Oil Changes
Transmission Repair
Motor Vehicles
Motor Vehicles New
Motor Vehicles Used
Motor Vehicles by Brand
Acura
Alfa Romeo
Audi
BMW
Buick
Cadillac
Chevrolet
Chrysler
Citroën
Dodge
Fiat
Ford
GMC
Honda
Hyundai
Infiniti
Isuzu
Jaguar
Jeep
Kia
Land Rover
Lexus
Lincoln
Maserati
Mazda
Mercedes Benz
Mini
Mitsubishi
Nissan
Peugeot
Porsche
Ram Trucks
Renault
SEAT
Scion
Subaru
Suzuki
Tesla Motors
Toyota
Vauxhall Opel
Volkswagen
Volvo
Motor Vehicles by Type
Classic Vehicles
Compact Cars
Compact Cars New
Compact Cars Used
Convertibles
Convertibles New
Convertibles Used
Coupes
Coupes New
Coupes Used
Crossovers
Crossovers New
Crossovers Used
Diesel Vehicles
Diesel Vehicles New
Diesel Vehicles Used
Hatchbacks
Hatchbacks New
Hatchbacks Used
Hybrid Alternative Vehicles
Hybrid Alternative Vehicles New
Hybrid Alternative Vehicles Used
Luxury Vehicles
Luxury Vehicles New
Luxury Vehicles Used
Microcars Subcompacts
Microcars Subcompacts New
Microcars Subcompacts Used
Motorcycles
Motorcycles New
Motorcycles Used
Off-Road Vehicles
Off-Road Vehicles New
Off-Road Vehicles Used
Pickup Trucks
Pickup Trucks New
Pickup Trucks Used
SUVs
SUVs New
SUVs Used
Scooters Mopeds
Scooters Mopeds New
Scooters Mopeds Used
Sedans
Sedans New
Sedans Used
Sports Cars
Sports Cars New
Sports Cars Used
Station Wagons
Station Wagons New
Station Wagons Used
Vans Minivans
Vans Minivans New
Vans Minivans Used
Vehicles Other
Bicycles Accessories
Boats Watercraft
Campers RVs
Commercial Vehicles
Baby Children’s Products
Baby Children’s Apparel
Baby Toddler Apparel
Children’s Apparel
Child Car Seats
Childcare Education
Childcare
Early Childhood Education
Diapers Baby Hygiene Products
Infant Toddler Feeding
Infant Feeding Supplies
Toddler Meals
Strollers Baby Carriages
Toys Games
Beauty Products Services
Bath Body Products
Hair Care Products
Makeup Cosmetics
Eye Makeup
Face Makeup
Lip Makeup
Nail Care Products
Perfumes Fragrances
Skin Care Products
Face Lotions Moisturizers
Facial Cleansers Makeup Removers
Spas Beauty Services
Manicures Pedicures
Tanning Sun Care Products
Business Industrial Products
Business Services
Advertising Marketing Services
Email Marketing Services
SEO / SEM Services
Business Financial Services
Business Printing Document Services
Business Technology
Enterprise Software
CRM Solutions
Collaboration Conferencing Tools
ERP Solutions
Helpdesk Customer Support Solutions
Network Systems Services
Hosted Data Cloud Storage
Network Enterprise Security
Network Equipment Virtualization
Network Management
Web Services
Domain Registration
Web Design Development
Web Hosting
Corporate Event Planning
Office Supplies
Office Furniture
Payment Processing Merchant Services
Payroll Services
Physical Security Access Control
Staffing Recruitment Services
Computers Peripherals
Computer Accessories Components
Computer Monitors
Memory Storage
Computers
Desktop Computers
Laptops Notebooks
Tablets Ultraportable Devices
Printers Scanners Faxes
Consumer Electronics
Audio
Car Audio
Headphones Headsets
Pro Musician DJ Equipment
Speakers
Stereo Systems
Camcorders
Cameras
Camera Lenses
Digital SLRs
Game Consoles
Nintendo Consoles
Sony PlayStation
Xbox
Home Theater Systems
Mobile Phone Accessories
Mobile Phones
Televisions
Dating Services/ Education
Foreign Language Study
Post-Secondary Education
Arts Design Education
Business Education
Cosmetology Education Training
Health Care Education
Nursing Education
Technology Education
Primary Secondary Schools K-12
Study Abroad Programs
Test Preparation Tutoring
Employment
Accounting Finance Jobs
Career Consulting Services
Clerical Administrative Jobs
Education Jobs
Executive Management Jobs
Government Public Sector Jobs
Health Medical Jobs
IT Technical Jobs
Internships
Legal Jobs
Resumes Portfolios
Retail Jobs
Sales Marketing Jobs
Temporary Seasonal Jobs
Event Tickets
Concert Music Festival Tickets
Performing Arts Tickets
Broadway Theater Tickets
Sports Tickets
American Football Tickets
Baseball Tickets
Basketball Tickets
Hockey Tickets
Soccer Tickets
Financial Services
Banking Services
Debit Checking Services
Savings Accounts
Credit Lending
Auto Loans
Business Loans
Credit Cards
Credit Reports Monitoring Services
Mortgage
Home Equity Loans
Home Purchase Loans
Mortgage Refinancing
Personal Loans
Student Loans
Financial Planning
Estate Planning
Retirement Planning
Insurance
Auto Insurance
Health Insurance
Home Insurance
Life Insurance
Travel Insurance
Investment Services
Tax Services
Food
Baked Goods
Candy Chocolate
Gifts Occasions
Flowers
Gift Baskets
Holiday Items Decorations
Christmas Items Decor
Halloween Items Decor
Valentine’s Day Items Decor
Party Supplies Planning
Event Planning Services
Party Supplies
Personalized Gifts
Photo Video Services
Event Photographers Studios
Photo Printing Services
Wedding Planning
Home & Garden
Cookware Bakeware
Home Garden Services
Architectural Services
Carpet Installation
Door Window Installation
Electrician Services
Flooring Services
General Contracting Remodeling Services
Home Cleaning Services
Home Inspection Services
Interior Design Decorating Services
Landscape Design
Lawn Garden Maintenance
Locksmith Services
Painting Services
Pest Control Services
Plumbing Services
Roofing Services
Home Appliances
Climate Control Appliances
Cooking Ranges Stoves
Dishwashers
Kitchen Appliance Accessories
Microwaves
Refrigerators
Small Appliances
Coffee Espresso Makers
Juicers Blenders
Mixers
Vacuums
Washers Dryers
Home Decor
Bedding
Curtains Window Treatments
Fine Art
Fireplaces
Lights Fixtures
Ceiling Light Fixtures
Rugs Carpets
Home Furnishings
Bedroom
Beds Bed Frames
Mattresses
Home Office
Home Storage Shelving
Kitchen Dining Room
Kitchen Dining Room Tables
Living Room
Nursery
Home Improvement
Flooring
Kitchen Bathroom Cabinets
Kitchen Bathroom Counters
Paint
Plumbing Fixture Hardware Parts
Plumbing Fixtures
Power Electrical Supplies
Tools
Home Security
Household Supplies
Household Cleaning Supplies
Outdoor Items
BBQs Grills
Garden Outdoor Furniture
Outdoor Furniture Sets
Garden Sheds Outdoor Structures
Lawn Care Gardening Supplies
Lawn Mowers
Pools Spas
Pet Supplies
Tableware
Media
Books
DVDs Videos
Video Games
Musical Instruments & Accessories
Real Estate
Commercial Properties
Commercial Properties For Rent
Commercial Properties For Sale
Moving Relocation
Residential Properties
Residential Properties For Rent
Apartments For Rent
Furnished Apartments
Unfurnished Apartments
Houses For Rent
Residential Properties For Sale
Apartments For Sale
New Apartments For Sale
Preowned Apartments For Sale
Houses For Sale
New Houses For Sale
Preowned Houses For Sale
Software
Antivirus Security Software
Audio Music Software
Business Productivity Software
Design Software
Drawing Animation Software
Photo Software
Tax Accounting Software
Video Software
Sports & Fitness
Fitness Products Services
Exercise Equipment
Weights Strength Training Equipment
Fitness Classes Personal Training Services
Gyms Athletic Clubs
Outdoor Recreational Equipment
Camping Hiking Equipment
Fishing Equipment
Sporting Goods
Baseball Equipment
Golf Equipment
Hockey Equipment
Skateboarding Equipment
Soccer Equipment
Water Activities Equipment Accessories
Winter Sports Equipment Accessories
Telecom
Cable Satellite TV Providers
Internet Service Providers
Mobile Phone Service Providers
Travel
Air Travel
Air Travel by Class
Business First Class
Economy Class
Bus Rail Travel
Car Rental
Economy Compact Mid-size Car Rental
Full-size Standard Car Rental
Luxury Convertible Specialty Car Rental
Minivan SUV Rental
Cruises
Hotels Accommodations
Hotels by Star Rating
1 2 Star Hotels
3 Star Hotels
4 Star Hotels
5 Star Hotels
Vacation Rentals
Trips by Destination
Trips to Asia-Pacific
Trips to Australia
Trips to Brisbane
Trips to Melbourne
Trips to Perth
Trips to Sydney
Trips to China
Trips to Beijing
Trips to Chengdu
Trips to Guangzhou
Trips to Shanghai
Trips to Hong Kong
Trips to India
Trips to Ahmedabad
Trips to Bangalore
Trips to Chennai
Trips to Delhi
Trips to Goa
Trips to Hyderabad
Trips to Jaipur
Trips to Kochi India
Trips to Kolkata
Trips to Mumbai
Trips to Pune
Trips to Indonesia
Trips to Bali
Trips to Bandung
Trips to Jakarta
Trips to Japan
Trips to Fukuoka
Trips to Kyoto-Osaka-Kobe
Trips to Nagoya
Trips to Okinawa
Trips to Sapporo
Trips to Tokyo
Trips to Malaysia
Trips to Kuala Lumpur
Trips to Penang
Trips to Nepal
Trips to New Zealand
Trips to Seoul
Trips to Singapore
Trips to Sri Lanka
Trips to Taipei
Trips to Thailand
Trips to Bangkok
Trips to Chiang Mai
Trips to Phuket
Trips to Vietnam
Trips to Hanoi
Trips to Ho Chi Minh City
Trips to the Philippines
Trips to Europe
Trips to Amsterdam
Trips to Brussels
Trips to Croatia
Trips to Denmark
Trips to Copenhagen
Trips to France
Trips to Bordeaux
Trips to Lyon
Trips to Marseille
Trips to Nice
Trips to Paris
Trips to Toulouse
Trips to Germany
Trips to Berlin
Trips to Cologne
Trips to Dusseldorf
Trips to Frankfurt
Trips to Hamburg
Trips to Munich
Trips to Stuttgart
Trips to Greece
Trips to Helsinki
Trips to Hungary
Trips to Budapest
Trips to Iceland
Trips to Ireland
Trips to Dublin
Trips to Italy
Trips to Bologna
Trips to Florence
Trips to Milan
Trips to Naples
Trips to Rome
Trips to Sicily
Trips to Venice
Trips to Kiev
Trips to Malta
Trips to Moscow
Trips to Oslo
Trips to Poland
Trips to Krakow
Trips to Warsaw
Trips to Portugal
Trips to Faro
Trips to Lisbon
Trips to Porto
Trips to Prague
Trips to Romania
Trips to Sofia
Trips to Spain
Trips to Alicante
Trips to Barcelona
Trips to Bilbao
Trips to Cordoba
Trips to Granada
Trips to Madrid
Trips to Malaga
Trips to Mallorca Ibiza Balearic Islands
Trips to Seville
Trips to Valencia
Trips to the Canary Islands
Trips to StÆ Petersburg
Trips to Sweden
Trips to Stockholm
Trips to Switzerland
Trips to Geneva
Trips to Zurich
Trips to Turkey
Trips to Ankara
Trips to Antalya
Trips to Istanbul
Trips to Izmir
Trips to Vienna
Trips to the UK
Trips to Birmingham UK
Trips to Edinburgh
Trips to Glasgow
Trips to London UK
Trips to Manchester UK
Trips to Latin America
Trips to Bogota
Trips to Brazil
Trips to Rio de Janeiro
Trips to Salvador
Trips to São Paulo
Trips to Buenos Aires
Trips to Costa Rica
Trips to Guatemala
Trips to Lima
Trips to Mexico
Trips to Acapulco
Trips to Cancun Playa del Carmen
Trips to Guadalajara
Trips to Los Cabos
Trips to Mexico City
Trips to Monterrey
Trips to Puerto Vallarta
Trips to Panama
Trips to Santiago
Trips to the Caribbean
Trips to Aruba
Trips to Cuba
Trips to Jamaica
Trips to Nassau
Trips to Puerto Rico
Trips to the Dominican Republic
Trips to North America
Trips to Canada
Trips to Calgary
Trips to Montreal
Trips to Ottawa
Trips to Toronto
Trips to Vancouver
Trips to the US
Trips to Alaska
Trips to Albuquerque
Trips to Atlanta
Trips to Atlantic City
Trips to Austin
Trips to Baltimore
Trips to Birmingham AL
Trips to Boston
Trips to Buffalo-Rochester Area
Trips to California
Trips to Los Angeles
Trips to Orange County CA
Trips to San Diego
Trips to San Francisco Bay Area
Trips to Charleston SC
Trips to Charlotte
Trips to Chicago
Trips to Cincinnati
Trips to Cleveland
Trips to Columbus
Trips to Dallas-Fort Worth
Trips to Denver
Trips to Detroit
Trips to Florida
Trips to Fort Lauderdale
Trips to Fort Myers
Trips to Jacksonville
Trips to Key West
Trips to Miami
Trips to Orlando
Trips to Pensacola
Trips to Tampa Bay Area
Trips to Gatlinburg
Trips to Greenville SC
Trips to Hartford
Trips to Hawaii
Trips to Maui
Trips to Oahu
Trips to the Big Island
Trips to Houston
Trips to Indianapolis
Trips to Kansas City
Trips to Las Vegas
Trips to Little Rock
Trips to Louisville
Trips to Memphis
Trips to Milwaukee
Trips to Minneapolis-Saint Paul
Trips to Myrtle Beach Grand Strand
Trips to Nashville
Trips to New Orleans
Trips to New York City
Trips to Norfolk-Virginia Beach Region
Trips to Ocean City MD
Trips to Oklahoma City
Trips to Omaha
Trips to Philadelphia
Trips to Phoenix
Trips to Pittsburgh
Trips to Portland OR
Trips to Raleigh-Durham Area
Trips to Reno
Trips to Richmond VA
Trips to Salt Lake City
Trips to San Antonio
Trips to Savannah
Trips to Seattle
Trips to StÆ Louis
Trips to Tucson
Trips to Washington DÆCÆ
Trips to the Middle East /Africa
Trips to Doha
Trips to Egypt
Trips to Israel
Trips to Jeddah
Trips to Jordan
Trips to Kenya
Trips to Kuwait
Trips to Lebanon
Trips to Morocco
Trips to Riyadh
Trips to South Africa
Trips to Cape Town
Trips to Johannesburg
Trips to Tehran
Trips to the United Arab Emirates
Trips to Abu Dhabi
Trips to Dubai
