How to Customise Your Ads in SEM

You have learnt about what ads are and how you can use ad extensions. You have also learnt how you can draft an effective ad copy. Now, you will learn how to customise ads according to the consumers you are trying to reach. 

In this video, you learnt that you can customise your ads based on your consumers and their behaviour. You learnt that ad customisations can be made based on the following four criteria:

1. Device, i.e., whether your audience primarily uses a mobile phone or a desktop for search, and how you can use this behaviour to either drive consumers to download an app or dial a phone number (using their phone) or visit a website (on a desktop)

2. Time, i.e., at what time of the day they would be searching, and how you can add time-based elements to your ads

3. Location, i.e., in which areas would your audience be, and how you can add location-based customisations to your ad copy

4. Audience i.e., what your audience profile is (based on demographics and affinity), and how you can send them different messages through similar ads

In the next video, you will learn how to target consumers at different stages of the consumer funnel.

You saw how you can tweak your ads while targeting consumers at different stages of the consumer funnel.

In the awareness stage, your brand will try to get maximum website traffic.

In the consideration phase, your campaign objective will be to get maximum leads.

In the purchase phase, your campaign objective would be to drive sales. 

You also saw examples for each of these cases.