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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 12. Search versus keyword-targeted versus behavioral

When advertisers have difficulty extracting more volume from search, either due to lack of inventory or CPC prices that are difficult to justify, it might be time to take a closer look at quasi-search media, such as contextual or behavioral, to determine if these search-like media deliver on campaign objectives, and whether these objectives are branding, direct response, or a hybrid of the two.

Over the last several years, the lines between what marketers have traditionally defined as search and other targeting methods have blurred, for better or worse. However, even if the definitions of PPC search are blurring, particularly among less-sophisticated marketers, as search marketing ...

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