Step 1: Make Search Ads Relevant to Context and Location
In a constantly connected world, advertisers need to think not only about consumers' intent, but also their context. Consumers are reaching out to brands whenever and wherever it's convenient for them. Many advertisers still run broad national ads when consumers really want ads that are customized to their city, zip code or immediate surroundings. It's more important than ever for advertisers to have an ad strategy that accounts for consumers' context and location.