Which search audiences does your PPC plan miss?
Andy Squire asks advertisers to look beyond performance inside their familiar search accounts and consider people using other search services. The article encourages a broader discussion of audience coverage, rather than assuming that strong results in the largest platforms represent the whole opportunity. Read it when reviewing channel concentration or proposing a small expansion test. Its value is the question it raises about reach; any investment still needs evidence of relevant queries, qualified customers and returns that justify the additional management work.
PPC Live · Published
Why make time for it?
Useful for a channel review where account performance looks healthy but audience coverage is unclear.
What to look for
- Distinguish performance within a platform from coverage of the market.
- Evaluate an additional engine with a bounded, measurable test.
Keep in mind
Andy Squire leads UK revenue growth for Brave Browser and Search. This is an industry perspective, not proof that every additional engine delivers unique, profitable customers.
Take this question into the article
How would you measure audience overlap and customer quality on another search engine?
The people behind the article
Explore their work and recorded contributions on PMC.
Authorship points are shared between coauthors. Experts receive credit for substantive contributions, not mentions. One work earns one award per person, including when it appears elsewhere on PMC. How recognition works
Read the full argument.
Continue to PPC Live for the complete article and supporting material.
Read the full articleReading notes reviewed 30 Sept 2026. The publication date above belongs to the original source.