Are Your Paid Ads Product-Centric Or People-Centric?  

Learning what customers want means dedicating time looking at search query data. That information can reveal everything from new queries we never knew about to how we’re matching with the wrong queries. But what if we’re paying too much attention to the wrong data? 

Examining SQR reports for product types, themes, and intent is thorough, sure, but what if that’s only the surface? What we want to do is dig a little deeper and better connect with current and potential customers, looking beneath the surface to discover what we can learn, from example, a person’s age, sexual orientation, and age, for example. 

What we want to do is market with purpose. 2021 is not the year to stick to the old standards of search marketing. It’s the time to make sure your brand is leading with intention and building something authentic that customers can trust. Let’s shift from the marketing mindset from products to people. That will build trust and, subsequently, brand loyalty. 


What Is Marketing With Purpose? 

To market with purpose is to instill within the brand the values that your customers have and are looking for in a product or service. The point is to build trust and sustain trust — that’s what customers want, a brand they can trust. 

How to do that? Center the focus on your responsibility to not just customers but everyone from your community to your employees. Consider the values of the people you want to serve. And connect through inclusivity in a way that is genuine. 

Are these values reflected in how you execute your marketing? Does the marketing authentically build and sustain trust through a genuine connection? 


How To Market With Purpose

Marketing with purpose is all about forgetting what you know and challenging your assumptions. More specifically, ask yourself if you’re set up to prevent data bias that could stunt brand growth. Do your predictive analytics lend themselves to stereotypes? Are there other ways to build trust by teaching campaigns to look for data in additional market segments? 

For example, don’t assume a man is a decisionmaker on homes buys, or that only women purchase designer dresses. Think outside the gender norms — that goes for age, sexual orientation, and geographical norms, too. The point? To understand customers better by including them in keywords, imagery, and more. 


How To Utilize Google Dynamic Search Ads (DSA) To Be More People-Centric

Change the way you use DSA. Using the lens of marketing with purpose, look at how DSA, which matches to search queries based on your site’s content, speaks (or doesn’t speak) to your brand’s values. 

  • Think about what words describe your brand purpose, write them down, and implement them and what they represent in your website content. Those are the keywords that potentially loyal customers will be searching for. 
  • Start a Google Ads DSA campaign, with auto-targets set to match against your product. Go high level first, then add auto-targets for subcategories. 
  • Analyze the data discovered in your DSA campaign. Filter to find the words you decided reflect your brand’s values. How did those do? Are there relevant searches you hadn’t thought of yet? If so, implement those in the site copy. If desirable terms don’t surface as search queries, get back to work on the content. 


Shifting the product-centric mindset to a people-centric one invites opportunities for meaningful and long-lasting growth. By preventing data bias by challenging your assumptions, you can authentically build trust with the kinds of values that promise customer loyalty.