DyDynamic Search Ads: Uncover Purpose-Themed Keyword Opportunities

As search marketers, we spend a great deal of time analyzing search query data. And for good reason!

That’s how we recognize when we’re matching to irrelevant queries and can add negatives. Or how we discover new queries that we never even imagined.

Are we always looking for the right things though?

Often we are scanning our SQR reports looking for intent, product types, themes, and more. What deeper layers are there? What about clues to gender, age, or even sexual orientation?

Have we considered what values instilled in our brand that customers might be searching for?

What I’m alluding to is the concept of marketing with purpose.

The ideal of building trust and meaning with customers. The mindset shift from product-centric to people-centric.

Before we discuss tactics with Dynamic Search Ads, let’s cover the basics of marketing with purpose.

Why Consumers Trust Your Brand

Trust sits at the intersection of Values, Responsibility, and Inclusion:

  • Focus on Responsibility: How are you responsible to your employees, customers, community, and how you execute your marketing?
  • Lead with Values: How can you shift focus from products and services to what the people you serve value?
  • Create Inclusive Connections: How do you ensure that your advertising efforts properly reflect people in a genuine and authentic way?

Trust is essential to driving business Pakistan Mobile Number results and it’s essential to beginning a relationship with a customer. 85% of consumers say they’ll only consider a brand if they trust the brand

When you increase trust through responsibility, values, and inclusion you build brand love that leads to enduring customer loyalty.

Building brand love and customer loyalty comes with authenticity. That’s right, the most important attribute in trust is authenticity.

Through the lens of digital advertising, this means you don’t want to just reach the right people, you want to make them feel seen and understood. Spot on targeting and messaging that resonates authentically.

Why Marketing with Purpose Matters

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Stated simply: marketing with purpose forces you to think beyond what and who you know.

Are you set up to prevent data bias? Are your assumptions limiting growth?

There are numerous ways bias can enter ad campaigns.

It could be as simple as your assumptions – what you were taught or thought you understood to be true. Maybe you are using predictive analytics and the modeling forms a stereotype market segment of an ideal customer.

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