The Shift To Audience Targeting In PPC

PPC is becoming less about keywords and more about audiences

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.

Find out more about:

  • Where you can get this all-important audience data
  • The segments you should be looking at
  • How to create campaigns based on audiences
  • How to optimise audience-based campaigns on an ongoing basis

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.

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