Will Paid Search Audiences Replace Keywords?
The paid search targeting is growing. According to Merkle’s Digital Marketing Report for Q1 2017, spending on Google AdWords increased 21% year over year in Q1 2017, up from 19% in Q4 2016.
MOZ writer Kirk Williams has published an article analyzing the impact of paid search audiences on keyword targeting.
On popularity of audience targeting, Williams says, “Let me be clear: I believe audience targeting is popular because there genuinely is value in it (it’s amazing data to have… when it’s accurate!). The insights we can get about personas, which we can then use to power our ads, are quite amazing and powerful.
So, why the heck am I droning on about audience targeting weaknesses? Well, I’m trying to set you up for something. I’m trying to get us to admit that audience targeting itself has some weaknesses, and isn’t the savior of all digital marketing that some make it out to be, and that there is a tried-and-true solution that fits well with demographic targeting, but is not replaced by it. It is a targeting that we paid searchers have used joyfully and successfully for years now”.
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