Over the last 10 years paid search has evolved from a keyword-targeting system to a match-making system in which content-to-intent alignment as determined by advanced AI models are the primary driver used for audience targeting. This has dramatically increased the importance of ad copy in Paid Search, making it more important than keywords or match types for audience targeting and performance.  In this post we will review a recent case study that proves unequivocally that ads are the new keywords.

AI has undeniably changed how brands understand their customers and interact with them.  Today's AI understands consumer motivations more deeply than what is typed into a search box.  Gone are the days when all you had to do was embrace the established definitions of search intent.  Now to compete successfully in the Paid Search channel you must embrace the role of AI, customize your ad copy to specific customer motivations, and do it at scale.  

Zombie keywords are enabled keywords that are not receiving traffic. Isolating these keywords into new ad groups and getting them paired with the right ads can bring them to life, creating opportunities for growth and increased market share.  By bringing zombie keywords back to life, you can unearth value that has been lying dormant and is only waiting to be realized. How many of your zero impression keywords are zombies? Find out how you can reanimate zombie keywords to create new pathways that help you add revenue to your paid search account.