Moving Towards Audiences in a Keyword-Based World

Zaal 2: 11:30 - 12:00

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.

Arianne Donoghue | Digital Marketing Manager - icelolly.com

arianne donoghueArianne Donoghue is a Digital Marketing Manager at icelolly.com. Having started off her digital career client side over ten years ago, she’s worked for both agencies and brands in-house, specialising in search. She is now back client side delivering paid media digital strategy for leading holiday comparison site icelolly.com.
You might see her at a conference where you’re welcome to chat with her about her love of knitting and F1 (as well as all things digital), although you’re more likely to see her trying to make her way up Yorkshire’s hills on her small-wheeled Brompton bicycle.