Recently, the Pivot Conference team set out to learn more about the state of social advertising and the future ahead by conducting an industry survey of 230 brand managers, executives, and marketing professionals. We will release the full report during the week of July 25th. Not all of the insights we learned will make it into the final report. However, I will share a few interesting findings as they come up starting with this one…

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As an extension of online advertising, pay-per-click marketing is invaluable. While there will always be naysayers with regard to very notion of ppc campaigns being useful, the truth is, it’s an effective method for targeting the people whom you wish to see your ads, and it continues to be refined in an effort to deliver ads with exacting precision to intended and targeted traffic. A potentially very powerful update to the Google pay per click arsenal arrived recently in the form of Google Interest Category Targeting.

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After testing in closed beta for over two years now, Google has finally launched Interest Categories for AdWords, allowing advertisers to target consumers based on their previous browsing history and individual interests.

Advertisers can choose from a list of categories that match the type of consumers they want to target and Google will show relevant ads to searchers who it believes are interested in those categories.

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