Paid Search is more than just keywords.

Paid Search, also known as Pay per Click (PPC), is more than simply bidding on keywords. Considered a guaranteed channel for seeking a positive return, paid search also comes with its challenges. Therefore it’s important to reinvent the way we do search, prompting us to think beyond the keyword and consider audience targeting.

Paid search is one of the oldest and most established of the paid media channels with its simple but quick to market advertising model. The channel, however, has become more complex with algorithms considering keyword and match type relevancy, site copy, landing page load times and the inclusion of Ad Extensions. All of this has led to the need to have a combination of automation, editorial management and experienced manual management to ensure advertisers get the very best return on their investment.

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