Hidden Gems in PPC: 10 Underutilized Levers Across Google and Microsoft Ads – Search Engine Journal
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Part of what makes digital advertising challenging is that UIs change just as constantly as algorithms.
It can be tough to stay on top of all the changes and tasks required for peak account performance.
While these may be known to some, they represent the most common “hidden levers” I see in account audits.
Hidden Lever #1: Competitor Audiences
When someone seeks a product, what triggers their search?
Which brands do they gravitate towards for research, exploration, or confirmation?
How do these interactions shape their eventual purchasing decision?
An often-overlooked gem in the consumer intent space is “competitor audience segment” targeting.
Found under the audience manager, this tool enables advertisers to include websites frequently visited by their target audience.
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source: https://news.oneseocompany.com/2023/10/11/hidden-gems-in-ppc-10-underutilized-levers-across-google-and-microsoft-ads-search-engine-journal_2023101151202.html
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