Now, we can target potential customers according to virtually any metric, demographic, or behavior, and many predict 2016 will help advertisers be über-relevant beyond keywords alone.
“Consumers want—and respond to—advertising that is customized to their interests,” says Lisa Raehsler. “Advertisers who evolve to strategies such as in-market audiences, retargeting and demographic targeting will see positive performance results.”
http://www.wordstream.com/blog/ws/2015/12/29/ppc-predictions-2016
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