Over the last few years, Google and Bing have been rolling out features which allow search marketers to leverage increasingly complex audience data including remarketing lists for search ads, demographics for search, device bid adjustments, and household income targeting. While looking at these features on their own can help trim the fat and improve campaign efficiency, if you consider them together it becomes apparent that the future of search is moving beyond just a keyword.
Author: Kara Beaudet
As anyone managing paid search campaigns across both Google and Bing can attest, launching campaigns in both engines is never quite as simple as copy & paste. Learning how to launch and manage campaigns in both engines requires remembering the differences between the two; whether it be subtle changes in where to find certain settings… Read more »