Andy Squire

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.