Keyword search is all around us. It is the norm for consumers to reference Google or Bing whenever they are looking to discover information and make decisions. It’s universal and has been the industry standard for decades.
When consumers search and visit websites, their online behavior allows marketers to use browser history, purchase history and other recent activity to target them with relevant advertising – all with the hope it will translate into clicks and conversions, or at the very least increased brand awareness.
“Companies that solely utilize display advertising for performance marketing need to complement this strategy with native comparison search ads.”
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