Hyper-targeting. It’s been one of my favorite words the last few years as I continue to explore the depths of online marketing. Like never before, providers like Google AdWords allow you to target your audience to the smallest level of detail.
So, why is Google AdWords now offering a “contextualized” targeting tool that broadens your audience? Well, because sometimes, your hyper-targeted audience simply isn’t big enough. This audience is so small that it’s only using up 20% of your ad budget. And while the ROI on this investment is probably the best you’re going to get, it doesn’t necessarily mean avoiding other options. Using Google Adwords’ new topic-based targeting on the Google Display Network can really broaden your net, and still target a nice chunk of relevant traffic.