Demographic & Behavioral Targeting for Search

Next-generation targeting systems will go beyond simple keyword targeting systems and allow advertisers to place ads in front of searchers based on who they are and how they behave online. While these more sophisticated tools can offer potentially higher returns to advertisers, they also require different approaches to be effective. In today’s SearchDay article, Targeting Search Ads By Demographics & Behavior guest writer Greg Jarboe reports on a recent Search Engine Strategies panel where early testers of these new programs offered insight and advice for search marketers wanting to make use of these new advertising tools.

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