27 Apr '16, 4pm

Searching for searchers: Audiences are the new keywords

Searching for searchers: Audiences are the new keywords

Search as we know it is changing, with keywords and match types giving way to a more audience-powered approach. It’s a transition that has been slowly coming, but now that remarketing and remarketing lists for search ads (RLSA) are available on Bing and Google, search marketers can no longer afford to ignore audience-based buying. In the new search world order, searching for searchers will increasingly be a part of every successful marketer’s integrated search strategy. Welcome to the new world of search In the early days of search, keywords and match types were the main levers search advertisers used to find customers. Keywords allowed us to reach the consumers who were searching for our products and services, while match types allowed the query-to-keyword relationship to be more or less relevant, a kind of volume and relevance throttle. Today, audiences enable advertiser...

Full article: http://searchengineland.com/searching-for-searchers-audie...

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