Recently, when Search Engine Journal asked me to predict what will happen in paid search in 2018, I pointed to audience targeting.
Here’s an excerpt:
Next year, I predict that Google will put more resources into audience targeting methods – especially on the Search Network — while, at the same time, advertisers will become increasingly sophisticated users of existing AdWords targeting options….
Advertisers will become more skilled at targeting their preferred audiences by … means such as demographic targeting. Most advertisers are well versed in location and device adjustments, but few of us are as well versed in the demographic targeting that was…