Search engine campaigns need to be given further thought as featuring on Google et al is not the complete solution to marketing online. Yes, search words do align accurately with products advertised, but users also have to consider that the click throughs can be from far afield and from unlikely potential buyers. Search engines are huge platforms so attract a vast audience. So it is really difficult to estimate the demographic or status of the actual users that click on an advert whom advertisers are hoping will convert into buyers at some point.

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