The purpose of this post is to argue against the notion that audience targeting can replace the keyword in paid search.
Now, before we get into the throes of keyword philosophy, I’d like to reduce the number of angry comments this post receives by acknowledging a crucial point.
It is not my intention in any way to set up a false dichotomy. Yes, I believe the keyword is still the most valuable form of targeting for a paid search marketer, but I also believe that audience targeting can play a valuable complementary role in search bidding.
In fact, as I think about it, I would argue that I am writing this post in response to what I have heard become a false dichotomy. That is, that audience targeting is better than keyword targeting and will eventually replace it.
I disagree with this idea vehemently, as I will demonstrate in the rest of this article.