Personalized advertising is a form of targeted advertising which uses data, such as demographic and behavioral data, to personalize an advertisement for each individual viewer. In paid search, personalized advertising is used to increase the relevancy of search ads for individual searchers.
An example of personalized advertising for paid search is location-based targeting. Advertisers can target their ads to people searching from a particular geographic area. This can be done by identifying a person's IP address, GPS location, or other details about their location when they search for keywords that your brand is bidding on. Advertisers can also provide more relevant content by customizing the ad copy depending on the searcher's physical location.
Personalized advertising can also be used in paid search to target ads at people based on their browsing history, demographic information, social media profile, and other data. Advertisers can create dynamic ad copy which is tailored to the individual searcher’s interests and preferences. This allows them to customize their ads to reach the right user.
By using personalized advertising in paid search, advertisers can reach the right users with the right message and improve their click-through-rate and ROI.