There’s more to paid search then getting coverage on target keywords to capture consumer intent. If we knew someone was more likely to purchase, we would modify our bidding strategies. If we knew someone was less likely to purchase, same thing. If we didn’t have the product in stock in the state from which the searcher is searching from, would we even serve an ad?
Something we coined around the office about a year ago was “target the searcher, not the search.” What this means is that by using data available to us about the specific searcher, we would modify the experience we present the searcher – tailoring their journey and making our campaigns more efficient.