Any marketing tool that becomes more in tune with consumers is a good thing. It’s freakin’ fantastic really. And Adwords just stepped up their game.
Previously, Adwords mostly relied on keywords. Boring, right? But now, all advertisers have access to…drumroll please….life event targeting. Say whaaaa!?
Typically, keyword targeting would offer a widely diverse audience, which can’t convert everyone. No matter how much we want it to. The improved life events option is meant to target real people versus keywords. These events include college graduation, marriage, and moving.
Let’s get into the how. The marketing minds at AdEspresso broke it down for us, but here’s an overview of the key points.
- To set up a life event campaign, create a new AdWords campaign based on YouTube or Gmail. When getting started, you will create a new campaign based on either type.
- After creating a campaign, you’ll have three different available options for developing an audience. By choosing “what they are actively researching or planning” you will be able to further define life events.
- When it comes to mastering life event targeting, a great way to further refine your search is by tying back your Gmail campaigns with remarketing and outreach.
- If you want to get more specific audience targeting, layer life events with in-market audiences and take a local approach to drive both online and offline sales.
So do they work? Heck yes! Here’s a bunch of numbers that prove it…
Current Google tests with Sonos found impressive results: a 37.2% increase in purchase intent, a 424.8% increase in branded searches, and a 52.9% increase in ad recall.
AdEspresso provides step-by-step direction with images for your viewing pleasure. Plus, they tie this Adwords strategy in with Gmail remarketing campaigns.
PS – We think these life event targeting ads are gonna be huuuuuge for local businesses.