How to create the perfect ad with audience targeting
As search marketers, we are well aware of the power of audience targeting. We got a taste of it with remarketing, which blew away our conversion rates and left us scrambling to restructure campaigns. For years, I’ve been chronicling the shift toward audiences in articles such as Searching for searchers and Developing your audience targeting strategy. Search marketers have long been preparing for a new era of search based on more targeting, more personalization and more intelligence, even though it’s been unclear exactly when or how it would come. Demographic…
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