Reaching specific types of consumers throughout their purchase journeys is a challenge, but contributor Christi Olson shows us how to capture their attention by using the right targeting ingredients to create the perfect ad. As search marketers, we are well aware of the power of audience targeting. We got a taste of it with remarketing, which blew away our conversion rates and left us scrambling to restructure campaigns. For years, I’ve been chronicling the shift toward audiences in articles such as Searching for searchers and Developing your audience targeting strategy. Search marketers have long been preparing for a new era of search based on more targeting, more personalization and more intelligence, even though it’s been unclear exactly when or how it would come. Demographic targeting There are many ways search marketers have been targeting their audiences: through user behavior, demographics, interests, device and location, but what’s been missing is an ad...