 [Mohammad Gawdat] Much has been said about the benefits of online search advertising, especially during the economic downturn. While a lot of it is common sense, there are always additional ways to improve your campaign.
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 [Mohammad Gawdat] The ripple effects of the global economic downturn are being felt globally and for the first time we're hearing that South Africa might be sliding into an official recession. The rand is devaluing against other major currencies, marketing budgets are under increasing pressure and the strive for hyper-accountability has become a business imperative. Clients and advertising agencies are looking for scale, targeting, measurability, adaptability, and low-entry costs.
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 [Mohammad Gawdat] We need to apply the lessons we've learnt from search advertising to help advertisers better reach their target consumer through new and creative ways. That is why Google decided to launch "interest-based advertising", which enables marketers to better connect with people based on their interests and their previous activity online.
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