Paid search is an incredibly effective marketing channel because the user explicitly tells the advertiser what she is looking for. The searcher’s query is matched to an advertiser’s keyword, enabling that advertiser to deliver a specific response to the declared need.
However, the search query itself isn’t all that Google takes into account when determining which ads to show. Every time a user performs a search, she is also sending additional information along with her query, whether she knows it or not.
Device, location, and past behavior are just a few of the secondary signals leveraged by Google to improve customer experience. Savvy marketers can further target their advertising by understanding and utilizing these signals.
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