Arianne discusses how paid search has changed over the years, how these changes have affected the humble keyword, the rising importance of audience targeting and how to go about this.
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Arianne Donoghue is the Digital Marketing Manager at icelolly.com and has been working in search since 2007, with a background in marketing before that. With experience in working with a variety of agency and in-house roles, she has been able to work with campaigns across multiple languages, territories and industries. Arianne is also a speaker at events across the United Kingdom, using her expertise in digital marketing to help her educate and influence audiences around the country.