Defining the target audience for an ad campaign is the cornerstone of any marketing strategy – including search marketing, according to one expert.
In an excerpt published on the Yahoo! Search Marketing Blog, Laura Lippay said that any search engine optimisation strategy must start by zeroing in on what their prospective customers want and what needs are not being met.
This provides the foundation for building up a campaign because it gives marketers parameters for making website content and tools as relevant as possible to their target clientele.
It also means that their keyword research is likely to be more effective because it is based on what potential buyers are actually looking for, rather than their existing web content.
Aaron Wall recently told Search Engine Land that features such as Google Suggest can provide useful insights into what a target audience wants because it employs phrases that users have actually searched for.
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