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Why is paid search an effective digital advertising channel?

Paid Search is an important digital advertising channel as it offers 4 benefits:
  • High precision targeting by using keywords to infer user intent.
  • Reaching target users at scale, as search engines are so widely used with 93% of all online sessions start with a search engine
  • Pay for performance pricing which allows paying only for users who click on one's ads.
  • Ability to track results from users clicking on ads all the way to actions they complete on your website.
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Why is paid search an effective digital advertising channel?
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