No, Paid Search Audiences Won’t Replace Keywords

Posted by PPCKirkI have been chewing on a keyword vs. audience targeting post for roughly two years now. In that time we have seen audience targeting grow in popularity (as expected) and depth.“Popularity” is somewhat of an understatement here. I would go so far as to say that I’ve heard it lauded in messianic-like “thy kingdom come, thy will be done” reverential awe by some paid search marketers. as if paid search were lacking a heartbeat before the life-giving audience targeting had arrived and 1-2-3-clear’ed it into relevance. However, I would argue that despite audience targeting’s popularity (and understandable success), we have also seen the revelation of some weaknesses as well. It turns out it’s not quite the heroic, rescue-the-captives targeting method paid searchers had hoped it would be. The purpose of this post is to argue against the notion that audience targeting can replace the keyword in paid search.Now, before we get into the throes of keyword philosophy
http://tracking.feedpress.it/link/9375/5933755

Google rolls out similar audiences for Search and Shopping

Below is what happened in search today, as reported on Search Engine Land and from other places across the web. The post SearchCap: Google similar audiences, display network & voice search appeared first on Search Engine Land. Please visit Search Engine Land for the full article.
http://feeds.searchengineland.com/~r/searchengineland/~3/IoBfsluw-BQ/google-rolls-similar-audiences-search-shopping-274210

SearchCap: Google similar audiences, display network & voice search

Below is what happened in search today, as reported on Search Engine Land and from other places across the web. The post SearchCap: Google similar audiences, display network & voice search appeared first on Search Engine Land. Please visit Search Engine Land for the full article.
http://feeds.searchengineland.com/~r/searchengineland/~3/Yl0fCP6KkHM/searchcap-google-similar-audiences-display-network-voice-search-274218