While many online advertisers employ simple search optimization techniques, a number of effective strategies are being ignored, according to JupiterResearch.
Furthermore, only 15% of advertisers use optimization technology, which can be perceived as too expensive or complex for small and emerging marketers, according to JupiterResearch.
The consultancy advocates cross-tactic optimization, which provides a rounder picture of effective ad buys — including search and display — across a variety of outlets.
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