an introduction to people-based search

The most obvious opportunity in search marketing

An Introduction to People-Based Search

An Introduction to People-based Search

Search has always been one of the most successfulmarketing disciplines.

It’s the smartest way to spot and act on buying intent |



At the same time, people-based marketing has been making huge leaps forward.


It’s the smartest way to target the right people |


For the most part, these two hugely valuable disciplines have been separate things.

Then Google Customer Match and Bing’s remarketing ads came along. And a lot of marketers saw immediate value in bringing people-based marketing to search.

Wait, what’s Google Customer Match?

Google Customer Match is a neat way to upload a customer list of email addresses and then target them through Adwords, YouTube and Gmail.

Very cool.



But while some search marketers thought it was pretty neat, a few value-driven search marketers realized there was something bigger going on here.


This is people-based search. This is huge. |



People-based search is way more efficient. Because the people you’re targeting already know you and are likelier to buy again, you get a much better RoAS.

It’s a segmentation goldmine. Because you can combine what you know about people with what you know about their intent.

And it makes search a valuable channel for customer retention. Because so many companies earn the majority of revenue from existing customers, that’s a great place to be.


In short, it’s a whole new way to think about search – one that aligns it with CRM, segmentation and display. And if you can expand the number of people you target with people-based search*, it’s actually incredibly versatile.

* The good news is there’s a smart way to do this. But we’ll save the sales pitch for later.


You can use it

for smarter targeting |


So retailers can target their unsubscribed list and signed-in web visitors differently. And marketers in the auto industry can target people with expiring leases.


Targeting seasonal buyers (last year’s Black Friday crowd). Hotels can even target the people who vacationed with them last year.

to reactivate customers who didn’t come back |You can use it



to suppress your ads in smarter ways |So existing customers – even people who bought in-store (oh yes) – don’t get shown customer acquisition offers. In insurance, you could even suppress search ads to existing policyholders.

You can use it



for all sorts of smart segmentation |Cross-selling, targeting your loyalty tiers differently, demographic segmentation, treating high-value customers differently.

You can use it



for effective attribution |Proving search drives real sales both offline and across your online channels.

You can use it



People-based search means

you can use search

to target more people

more specifically


The key – expanding the number of people you can target.

So all the people-based insight powering your segmentation strategy can be combined with the intent-based insight powering your search strategy.

Let’s do this.



Now for that sales pitch.

We’re LiveRamp. We’re helping value-driven search marketers expand the number of people they can target with people-based search. We’re doing this with LiveRamp Data Append for Google Customer Match – a new solution that combines our powerful database with an automated process to make people-based search easier to scale.

If that’s the kind of thing your business needs, we should talk.

https://liveramp.com/contact/?&utm_source=slideshare&utm_medium=asset&utm_campaign=2017-05-ss-people-based-search

an introduction to people-based search

Marketing