The audience targeting options available to PPC advertisers across both search and social are constantly evolving.
In the past few years, advertisers have begun to be able to target custom audiences through search network campaigns, create similar audiences to mimic users who have completed a desired action on their website and target users via mailing list upload features such as customer match.
In this post, I will outline four advanced audience targeting tactics that will allow you to refine your PPC targeting to leverage budget and maximize return on ad spend (ROAS).
1. Smarter Use of Remarketing Lists for Search Ads (RLSAs)
Remarketing lists for…