Looking beyond keywords: What is the opportunity?

March 2015

In our quest to explore the value of audience signals in search marketing, we went behind the scenes and asked industry experts to share their views.

What opportunities are there in search marketing with audience signals?

Here's what we heard: audience insights enable advertisers to go beyond keywords and use other signals to inform their search marketing. They can make smarter bidding decisions and improve the message they're presenting to their audience, making search ads even more relevant and compelling. And of course, as search strategies become sharper, ads perform better.

Looking beyond keywords: A framework for success