No, Paid Search Audiences Won’t Replace Keywords

Posted by PPCKirkI have been chewing on a keyword vs. audience targeting post for roughly two years now. In that time we have seen audience targeting grow in popularity (as expected) and depth.“Popularity” is somewhat of an understatement here. I would go so far as to say that I've heard it lauded in messianic-like “thy kingdom come, thy will be done” reverential awe by some paid search marketers. as if paid search were lacking a heartbeat before the life-giving audience targeting had arrived and 1-2-3-clea...