Paid search has always championed targeting and relevancy as core components of its offering. After all, targeting keywords based on a user’s search terms can result in a highly focused and relevant ad, as you know what that person is interested in at that exact moment
Lately though, these two pillars have evolved into something different. It’s no longer just keywords that narrow down which ad is used for each person.
In this click.on video, our Head of Paid Search, Dave Karellen, continues where he left off in his previous vlog, this time reflecting on the new capabilities offered by Google AdWords to dynamically optimise PPC ads by device, scheduling and audience.
Missed Part 1? Catch up here.
Passionate about personalisation? Download our guide to better targeting in all areas of search