What are you optimizing for in paid search when keywords matter less?
via searchengineland.com
Short excerpt below. Read at the original source.
Paid search platforms are getting better at deciding who should see your ads, often without relying on the keywords you choose. As that shift accelerates, optimization is moving away from query-level control and toward signals like audience data, landing page context, and conversion behavior. Understanding that change is key to knowing what to actually optimize […]