How to conduct audience research for paid search

Paid search isn’t generally at the top of marketers’ minds when they think about audience planning, but it’s a vital part of all campaigns. 

Though paid search is a “pull” instead of a “push” marketing channel, there are still plenty of audience signals to implement when building and optimizing PPC campaigns. 

Search is a unique channel because customers tell you who they are in their search queries and path to purchase journeys (i.e., YouTube > search attribution paths).