If You're Curious About These Questions...
You should listen to this audiobook
- Did you know that the evolution from simple online banners to today's complex ad exchanges holds the secret to finding your most valuable customers?
- Have you ever wondered how the strategic use of Search Engine Marketing can transform a business by targeting consumers with surgical precision?
- What if you could master the hidden advantages of modern advertising tools while avoiding the common pitfalls that drain most marketing budgets?
Listen to Targeted — Free Audiobook
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Key Takeaways from Targeted
- Understand how to use Search Engine Marketing (SEM) to perfectly time your product offerings and precisely target modern consumers in the digital economy.
- Discover why paid-search advertising is highly valued, capable of boosting your Click Through Rate up to 10 percent by connecting active searchers directly with your products.
- Learn how dynamic paid search transformed online advertising into a fair, pay-per-click auction where businesses bid on strategic keywords to maximize visibility.
- Explore the mechanics of real-time bidding, an advanced system that uses automated software to help you battle for specific, high-value users rather than generic ad spaces.
- Find out how to leverage internet cookies to track consumer browsing habits, build accurate buyer profiles, and strategically retarget potential customers who have already shown interest.
Learning Tools
Reinforce what you learned from Targeted
Mind Map
Targeted
Evolution of Advertising+
The Art of Targeting+
Paid Search Mechanics+
Dynamic Bidding Revolution+
Real-Time Bidding (RTB)+
Actionable Strategy+
Quiz — Test Your Understanding
Question 1 of 6
What major shift distinguishes modern digital advertising from the advertising model that emerged in the 1950s?
Question 2 of 6
According to the text, what are the two primary components of Search Engine Marketing (SEM)?
Question 3 of 6
Why is paid search considered highly valuable to advertisers despite its potential high costs?
Question 4 of 6
How did Bill Gross revolutionize paid-search advertising in 1997?
Question 5 of 6
In the modern system of real-time bidding, what are advertisers primarily competing for?
Question 6 of 6
According to the book's actionable advice, what is the crucial first step a company must take to determine its most important search keywords?
Targeted — Full Chapter Overview
- 1Recommendation
- 2Targeting means delivering the right thing to the right person precisely when they most need it.
- 3Paid search offers a powerful method for attracting potential customers.
- 4Adding bidding mechanics to paid-search advertising created an especially dynamic new form of SEM.
- 5Real-time bidding offers a customer-focused, auction-style approach to paid search.
Targeted Summary & Overview
Targeted (2014) takes you on a journey from the early days of internet advertising to today’s complex online ad exchanges. On the way, the author reveals the vital importance of harnessing the power of Search Engine Marketing or SEM to target the consumers you need to make your company grow.
Who Should Listen to Targeted?
- Anyone interested in Search Engine Marketing (SEM)
- Entrepreneurs who want to learn the advantages and drawbacks of different SEM tools
- Anyone interested in modern advertising
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