Searching for People – Building an Audience-Driven SEA Strategy
Aaron Levy
As indicated by the latest match type changes, the role of the keyword is shifting away from precision and more towards generality. Campaigns built around keywords alone will fall behind in the automation era, leaving too many decisions in the hands of algorithms.
Aaron will walk through effective ways to build audiences in a privacy-focused world, when to use audiences as a bidding tool vs. a targeting tool and how to structure an account based on audience intent.
Aaron will walk through effective ways to build audiences in a privacy-focused world, when to use audiences as a bidding tool vs. a targeting tool and how to structure an account based on audience intent.