Contributor Amy Bishop shows us how to use audiences within paid search campaigns to target and convert prospects more effectively. Audiences are the dotted lines that have the potential to connect nearly all of our digital channels. Audiences can help improve performance within a campaign, and they can also help influence strategies in other campaigns, and even in other channels. Using audiences within paid search, we can strategically share content based upon where the prospect is in the funnel and bid accordingly. We can start to gather information about their interests, their demographics and the ways that they’ve engaged with the brand. Today, I’d like to talk about all of the audiences you should be using within your paid search accounts. I’ll review the audiences you should be leveraging within your pay-per-click (PPC) account plus a few bonus suggestions on how you can leverage what you learn from the other paid and organic campaigns you’re running. Action, action, we wan...