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Life Event Targeting: The Adwords Update You’re Going to Love

Life Event Targeting: The Adwords Update You’re Going to Love

Google’s Next Marketing event is when all of the new Adwords updates and changes are officially announced. This year’s list of updates is quite lengthy – there’s a new user interface coming, search ads are becoming context-dependent rather than keyword driven, and A/B testing will be much easier with the new Google 360 Survey tool – but there’s one update in particularly that will be of interest to specialty retailers: Life Event Targeting

What Is Life Event Targeting?

Retail audiences can be divided in two. Group one is the shoppers who are searching for everyday needs. The second group consists of shoppers who are focused on making purchases for a specific event, such as a wedding, a move, or the kids starting school in the fall.

Google knows that the second group of shoppers does a significant amount of online research. They are leveraging the data from these search histories to target relevant Adwords to these shoppers: this is called Life Event Targeting.

Google says Life Event Targeting has been shown to produce a 50% increase in ad recall, a 35% boost in purchase intent and a five fold lift in search. For retailers who are already using Adwords, investigating the power of this new targeting tool is a good idea.

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Wait – Couldn’t We Do This on Facebook Already?

Life event targeting may seem pretty familiar, especially if you do a lot of social media advertising. Facebook introduced this functionality in January 2015. It has proven to be a powerful way for retailers to connect with customers in the moment. We know that search and social are more powerful when used in combination. Creating Adwords using Life Event Targeting can augment and enhance what you’re already doing on Facebook: the consumer who is interested and decides to turn to Google for more information before making a purchase will see your message presented again as highly relevant. That’s why it’s important to strategically plan campaigns: covering every digital touchpoint is more important than ever before.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office