While keywords are still hugely important for Paid Search, audiences have become increasingly valuable as a way to target the "right" users. But if you've relied on keywords in the past, where do you start? How do you begin to identify and build out audience profiles and apply those to your campaigns? In this actionable session you’ll find out how to start identifying these audiences and how to apply them in your campaigns across Paid Search and Paid Social.

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29. Custom Audience
• Upload email data
• Use pixel data to
select users of site or
certain pages
• Engaged page users –
watched videos, filled
in Lead Ads or
interacted with page
Lookalike Audience
• Choose a Custom
Audience, Pixel, or
Page
• Specify how closely
lookalikes match
source
Saved Audience
• Choose from
Facebook’s targeting
• Use this to combine
Custom Audiences &
Lookalikes

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45. a a a
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a a a a
a a a a

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All Visitors
Converters
Men
25-34 35-44 45-54
Women
25-34 35-44
Device
Interests
45-54
Non-
Converters
Men
25-34 35-44 45-54
Women
25-34 35-44 45-54

61. All Visitors
Converters
Men
25-34 35-44 45-54
Women
25-34 35-44
Device
Interests
45-54
Non-
Converters
Men
25-34 35-44 45-54
Women
25-34 35-44 45-54

62. • Sam Noble - A Mindset Shift: Thinking Beyond the Conversion
#pubcon - https://www.koozai.com/blog/pay-per-click-ppc/mindset-
shift-thinking-beyond-conversion-pubcon/
• Larry Kim – Increasing Brand Affinity in Search
http://www.wordstream.com/blog/ws/2017/02/08/brand-affinity-
marketing
• Jon Loomer - Facebook Preferred Audiences
• YouGov Profiles Lite: https://today.yougov.com/profileslite