Targeting: why your campaigns fail without the right targeting

In this lesson

1. Human strategy is more important than manual control: the AI decides, you guide it.
2. Broad match without Smart Bidding is a money pit. Smart Bidding plus challenging targets plus broad match is controlled scaling.
3. Three pillars of modern targeting: signals over selection, first-party data focus and AI expansion.
4. Upload precise Customer Match segments and keep them synced automatically.

Chapters

1. 00:00Introduction to modern targeting
2. 00:37How Google Ads targeting evolved
3. 02:03The shift to AI and first-party data
4. 08:13Keyword targeting
5. 27:22Audience targeting in the AI era
6. 30:28Three pillars of modern targeting
7. 33:44First-party data
8. 44:24AI expansion
9. 49:35Key takeaways

Slides

Resources

Quiz

From the lesson

Your campaigns will fail if you aren't using the correct targeting criteria and the correct targeting options. In this lesson, I'm going to tell you how targeting has changed over the last couple of years and what to expect in the years ahead, why you should consider newer targeting types such as broad match and optimized targeting, and the three pillars of modern day targeting.

Without proper targeting, your campaigns will become inaccurate because you're not going to target the right audience. You're going to miss out on conversion value and conversion volume, and that's not what you want.