Truth 48. Quasi-search: Contextual and behavioral marketing
Advertisers sometimes have difficulty extracting more volume from search. If the problem is due to a lack of inventory, or CPC prices that are hard to justify, consider looking closer at quasi-search media, such as contextual or behavioral. Quasi-search media might help deliver on campaign objectives, whether branding, direct response, or a hybrid of the two.
Over the last several years, lines between search and other targeting methods have blurred. Yet even if PPC search definitions are muddy, particularly among less-sophisticated marketers, search marketing professionals must understand the differences between pure search and other targeting methods. Overall campaign efficiency ...
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