Keywords alone are not a good enough signal that someone is in market. We need to account for the person behind the click. Are they our target audience? What is important to them? How much is that click likely to be worth?
A paid search campaign’s success needs to consider all of this and deliver a personalised campaign, ensuring visibility across the search results landscape. This can be achieved by talking exclusively to a brand’s audience and conveying appropriate messaging for each audience group at the right value to drive performance and growth.
