If there’s one thing I’ve heard non-stop lately it’s that digital marketing is becoming more customized and tailored to the wants and needs of consumers. Those creepy Eye See You Mannequins, facial monitoring at gas stations, and those social ads that somehow know that I was shopping for a watch yesterday are all proof that brands are able to cater their advertisements to appeal to something we’re actually going to be motivated to buy.
This has created a unique opportunity for marketers: enhanced Google AdWords campaigns which were launched on July 22nd of this year.
In their SES Chicago session, Michael Griffin and Lisa Raehsler reviewed what those campaigns are and how to design, segment, and optimize one. Here are some of the key takeaways from their session: