24 Apr '15, 1pm

The Vast Opportunity Of Audience-Based Search Marketing

A segment of your customer base chooses to speak to your Spanish-speaking representatives when they call: might they prefer to see ads written in Spanish, and to be taken to the Spanish language version of the site, even when they search in English? Some customers never buy online but are terrific in-store customers; perhaps the Local Inventory Ads would be more valuable to that group than the generic Google Shopping Campaign ads? Many home insurance policies were purchased years ago offline: would an offer of bundled pricing be more relevant and attractive to that group of customers when they shop for auto insurance than generic auto insurance offers? Home computers are often shared by different members of a family. Does it make sense for us to treat them all as the same browser even though Google knows from their Gmail login which of them is your customer and which isn’t...

Full article: http://searchengineland.com/vast-opportunity-audience-bas...

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