The juggernaut that is search advertising grew so popular and lucrative because it offered businesses the ability to reach and persuade people with true purchase intent. But now keyword targeting is available on Twitter and Facebook, which could loosen Google’s stranglehold on ads that convince us what to buy.
DEMAND GENERATION VS FULFILLMENT
A solid model for understanding web advertising is the purchase-intent funnel. At the wide top of the funnel is demand generation — raising awareness about a product and engendering the brand to the consumer.
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