Lee Tells Truth About PPC Search Ads

The site bMighty.com posts an excerpt from Kevin Lee's book "The Truth About Pay-Per-Click Search Advertising." In Chapter 32, Lee discusses how search marketing has evolved to create, influence, capture and harvest demand.

Lee suggests taking into account more than keywords that might be an indicator of consumer intent when making a list of post-click behaviors considered important in the creation or influence on consumer demand. "The consumer audience we can target in PPC search, and particularly in contextual and behavioral media, can be selected based on many of a media buyer's tried-and-true targeting options: age, gender, geography, day-part, and so on," he writes. Read the whole story at bMighty.com »