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.

Click here to read more.

The following two tabs change content below.

Riaan Aggenbag

Owner / Online Marketer / SEO at More Clicks
My passion is guiding companies to online success. My expertise are search engine optimisation, pay per click advertising & social media marketing. How can I help you? Let's talk.