Search Engine Marketing(SEM)

Search Engine Marketing (SEM) is a digital marketing strategy that involves promoting websites
by increasing their visibility in search engine results pages (SERPs) through paid advertising.
SEM primarily includes Pay-Per-Click (PPC) advertising, where advertisers bid on keywords to
display their ads on search engines like Google, Bing, and Yahoo.

Evolution of Search Engine Marketing (SEM)

1. Early Days (1990s – Early 2000s)

●​ The concept of search engines emerged with Yahoo! (1994) and Google (1998).
●​ Early search engines ranked websites based on keyword frequency and metadata.
●​ Paid search advertising began with GoTo.com (1998), which introduced the
Pay-Per-Click (PPC) model.
●​ Google launched AdWords (2000), introducing an auction-based system for ad
placements.

2. Growth and Advancements (2000s – 2010s)

●​ Google refined its Quality Score, ranking ads based on relevance rather than just bid
amounts.
●​ Microsoft and Yahoo introduced Bing Ads (formerly Yahoo Search Marketing).
●​ Ad Extensions (site links, call buttons, etc.) enhanced ad performance.
●​ Introduction of retargeting/remarketing to re-engage visitors.

3. AI & Automation Era (2010s – Present)

●​ Machine learning algorithms optimized ad placements and bidding.

●​ Google introduced Smart Bidding & Performance Max for automated campaign
optimization.
●​ Video & voice search advertising (YouTube, smart assistants) gained prominence.
●​ Focus on mobile-first indexing and user experience in SEM.

Need for Search Engine Marketing (SEM)

●​ Immediate Visibility – Unlike SEO, which takes time, SEM provides instant exposure on
search engines.
●​ Targeted Audience – Advertisers can target specific demographics, locations, and user
behaviors.
●​ Measurable ROI – SEM provides data-driven insights through analytics, helping
businesses track ad performance.
●​ Competitive Advantage – Helps businesses outrank competitors by bidding on strategic
keywords.
●​ Flexibility & Cost Control – Advertisers set budgets and control spending efficiently.
 ●​ Increased Online Presence – SEM ensures that businesses appear at the top of search
engine results, boosting visibility.
●​ Higher Website Traffic – Paid ads drive more visitors to a website, increasing potential
leads and sales.
●​ Quick Lead Generation – Unlike SEO, which takes time, SEM generates leads instantly
through targeted ads.
●​ Brand Awareness – Even if users don’t click, appearing in search results increases
brand recognition.
●​ Beating Organic Competition – Paid ads can appear above organic search results,
giving an edge over competitors.

Scope of Search Engine Marketing (SEM)

●​ E-commerce Growth – SEM drives traffic and sales for online stores.
●​ Local Business Advertising – Geo-targeting allows small businesses to reach local
customers.
●​ Mobile & Voice Search – Optimizing for mobile and voice-based searches enhances
reach.
●​ Cross-Channel Integration – SEM integrates with SEO, social media, and display
advertising.
●​ AI-Driven Automation – Smart bidding and AI tools are making SEM more effective.
●​ Industry-Wide Applicability – SEM benefits industries like retail, healthcare, education,
finance, real estate, and more.
●​ B2B and B2C Marketing – SEM is effective for both business-to-business (B2B) and
business-to-consumer (B2C) campaigns.
●​ Cross-Platform Advertising – SEM integrates with platforms like YouTube, Google
Display Network, and social media for better reach.
●​ Personalized Advertising – With AI and machine learning, SEM allows personalized ad
targeting based on user behavior.
●​ Cost-Effective Marketing – Advertisers can control budgets, ensuring cost-efficient
marketing campaigns.
●​ Brand Building and Awareness – Even if users don’t click on ads, appearing on search
results increases brand visibility.

Types of Search Engine

1.​ Crawler-Based Search Engines
These search engines use web crawlers (bots/spiders) to scan and index web pages
automatically. They analyze content, keywords, and links to rank pages based on relevance.

How They Work:

●​ A web crawler visits websites and collects data.
●​ The data is indexed and stored in a database.
●​ When a user searches, the search engine retrieves relevant pages.
●​ Results are ranked using complex algorithms.
Examples:
●​ Google – The most popular crawler-based search engine.
●​ Bing – Microsoft’s search engine, competing with Google.
●​ Baidu – China’s leading search engine.
●​ Yandex – Russia’s top search engine.

Advantages:
✔ Automatically updates search results.
✔ Covers a vast amount of web content.
✔ Uses algorithms for fast and accurate results.

Disadvantages:
✘ Can index low-quality or irrelevant content.
✘ Websites with poor SEO may not rank well.

2. Human-Powered Directories
These are manual search directories where website owners submit their sites, and human
editors review them before listing.

How They Work:

●​ Websites are submitted to the directory.
●​ Human editors review and categorize them.
●​ Users search based on predefined categories.

Examples:
●​ DMOZ (Open Directory Project) – One of the largest human-edited directories (now
closed).
●​ Yahoo! Directory – A former major directory (shut down in 2014).
●​ Best of the Web (BOTW) – Still active, offering paid submissions.

Advantages:
✔ Ensures high-quality, manually reviewed content.
✔ Organized categorization for easy browsing.

Disadvantages:
✘ Limited database compared to crawler-based search engines.
✘ Requires manual submission and approval, which takes time.

3. Hybrid Search Engines

These combine crawler-based indexing and human-powered directory listings to deliver search
results.

How They Work:

●​ Uses web crawlers to index sites automatically.
 ●​ Incorporates human-reviewed content for higher accuracy.
●​ Balances automation with manual quality control.

Examples:
●​ Google – Uses AI algorithms alongside human quality raters.
●​ Bing – Combines automated indexing with manual oversight.

Advantages:
✔ Delivers high-quality results with automation and human input.
✔ Reduces spam by filtering low-quality content.

Disadvantages:
✘ Human moderation takes time, slowing updates.
✘ May still show biased or incomplete results.

4. Meta Search Engines

These do not have their own index but pull search results from multiple search engines, merging
them into a single list.

How They Work:

●​ A user enters a search query.
●​ The meta search engine sends the query to multiple search engines.
●​ It retrieves and combines the results.
●​ Duplicate links are removed, and the best results are displayed.

Examples:
●​ Dogpile – Fetches results from Google, Bing, and Yahoo.
●​ Startpage – Uses Google’s search index while maintaining privacy.
●​ Yippy – Clusters results from multiple sources for better categorization.

Advantages:
✔ Provides a broader range of results.
✔ Reduces bias by combining multiple sources.
✔ Often enhances privacy by not tracking users.

Disadvantages:
✘ Limited control over ranking since it depends on external engines.
✘ Slower search speeds due to multiple data sources.

Google marketing
Google Marketing refers to the advertising and promotional strategies businesses use within
Google's ecosystem to reach their target audience, drive traffic, and boost sales. It includes a
variety of tools and platforms offered by Google for paid and organic marketing.
1. Key Components of Google Marketing

A. Google Ads (Paid Marketing)

Google Ads is an online advertising platform that allows businesses to run paid ads across
Google Search, YouTube, and other partner sites.

Types of Google Ads:

●​ Search Ads – Text-based ads appearing on Google Search Results.
●​ Display Ads – Image-based ads appearing on websites within the Google Display
Network.
●​ Shopping Ads – Product listings that appear in Google Shopping results.
●​ Video Ads (YouTube Ads) – Ads that run on YouTube videos.
●​ App Ads – Promote mobile apps across Google Play, YouTube, and other platforms.
●​ Performance Max – AI-driven campaign that runs across all Google networks.

Benefits of Google Ads:

✔ Instant visibility and traffic.
✔ Highly targeted campaigns.
✔ Measurable ROI with analytics.

B. Google My Business (Local Marketing)

Google My Business (GMB) helps businesses appear in Google Search and Google Maps for
local searches.

Key Features:
●​ Business listing with name, address, phone number (NAP).
●​ Customer reviews and ratings.
●​ Insights on user engagement.

Benefits of Google My Business:

✔ Increases local visibility.
✔ Builds customer trust through reviews.
✔ Provides insights on customer interactions.

C. Google SEO (Organic Marketing)

Search Engine Optimization (SEO) helps businesses rank higher in organic Google Search
results without paid ads.

Key SEO Strategies:

●​ On-Page SEO: Optimizing website content, keywords, meta tags, and URLs.
●​ Off-Page SEO: Backlinks, guest blogging, and social signals.
●​ Technical SEO: Site speed, mobile-friendliness, and structured data.
 ●​ Local SEO: Optimizing for "near me" searches and local directories.

Benefits of SEO:
✔ Free organic traffic.
✔ Long-term visibility and credibility.
✔ Higher conversion rates than paid ads.

D. Google Analytics (Performance Tracking)

Google Analytics provides data on website traffic, user behavior, and marketing performance.

Key Features:
●​ Tracks visitor demographics and behavior.
●​ Measures campaign performance.
●​ Analyzes user journey and conversion rates.

Benefits of Google Analytics:

✔ Helps optimize marketing strategies.
✔ Identifies high-performing content.
✔ Improves customer experience.

E. Google Tag Manager (Advanced Tracking)

Google Tag Manager (GTM) simplifies the management of tracking codes on websites without
coding knowledge.

Key Uses:
●​ Tracks events like button clicks and form submissions.
●​ Integrates with Google Analytics and Google Ads.
●​ Helps in remarketing campaigns.

F. Google Search Console (SEO & Website Health)

Google Search Console helps businesses monitor and optimize their website’s presence in
search results.

Key Features:
●​ Identifies indexing issues.
●​ Provides keyword ranking data.
●​ Tracks backlinks and mobile usability.

Benefits of Google Search Console:

✔ Helps fix website errors.
✔ Improves search visibility.
✔ Monitors keyword performance.

G. Google AdSense (Monetization for Websites)

Google AdSense allows website owners to earn money by displaying ads on their sites.

How It Works:
●​ Website owners place ad codes on their site.
●​ Google serves relevant ads based on content.
●​ Owners earn revenue per click or impression.

Benefits of Google AdSense:

✔ Passive income stream.
✔ High-quality, relevant ads.
✔ Easy to integrate with websites.

Benefits of Google Marketing:

✔ Global and local reach – Access billions of users worldwide.
✔ Cost-effective – Flexible budget control for both paid and organic strategies.
✔ Highly targeted – Uses AI, location, and user behavior for precision targeting.
✔ Data-driven decisions – Tools like Google Analytics provide insights for improvement.
✔ Cross-platform integration – Works with websites, mobile apps, YouTube, and Google Maps.

Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is the process of optimizing websites to rank higher in
search engine results pages (SERPs) organically, without paid advertising. The goal is to
increase website visibility, attract more traffic, and improve user experience.

The process of improving the quality and quantity of website traffic from organic search results.

1. Types of SEO
A. On-Page SEO (Optimizing website content & structure)
This focuses on elements within the website that influence rankings.

Key Factors:
✔ Keyword Research – Finding relevant search terms users are looking for.
✔ Title Tags & Meta Descriptions – Optimized HTML elements for better click-through rates.
✔ Content Optimization – High-quality, engaging, and keyword-rich content.
✔ URL Structure – Short, descriptive, and SEO-friendly URLs.
✔ Internal Linking – Linking relevant pages within the website to improve navigation.
✔ Mobile-Friendliness – Ensuring a responsive design for mobile users.
✔ Page Speed Optimization – Faster loading times improve rankings.

B. Off-Page SEO (Building credibility & authority outside the website)

This involves activities outside the website that improve search rankings.
Key Factors:
✔ Backlink Building – Getting high-quality inbound links from reputable websites.
✔ Social Media Engagement – Shares and interactions boost visibility.
✔ Guest Blogging – Writing articles for other sites to gain backlinks.
✔ Brand Mentions – Unlinked brand mentions still contribute to SEO.

C. Technical SEO (Enhancing website backend for search engines)

Focuses on improving website infrastructure to help search engines crawl and index content.

Key Factors:
✔ XML Sitemaps – Helps search engines find website pages.
✔ Robots.txt File – Controls which pages search engines can crawl.
✔ Schema Markup (Structured Data) – Helps search engines understand content better.
✔ HTTPS (SSL Security) – Secure websites rank higher.
✔ Fixing Crawl Errors – Resolving issues in Google Search Console.

2. Benefits of SEO
✔ Cost-Effective – No need for paid ads, long-term results.
✔ Builds Credibility & Trust – Higher rankings establish brand authority.
✔ Increases Organic Traffic – More visitors without additional costs.
✔ Better User Experience – SEO improvements make websites more user-friendly.
✔ Higher Conversion Rates – SEO attracts users who are actively searching for solutions.

Keyword Research
Keyword research is the process of finding and analyzing search terms that users enter into
search engines. It helps in optimizing website content for better search rankings.

1. Types of Keywords
A. Short-Tail Keywords (Head Keywords)
These are broad, generic, and high-traffic keywords that usually consist of 1-2 words.

Examples:
"Shoes"
"Digital marketing"
"Smartphone"

Characteristics:
✔ High search volume → More people search for them.
✔ High competition → Difficult to rank for.
✔ Lower conversion rate → Less specific, attracting general traffic.
-​ Consist of 1 or 2 words
-​ Used for researching before buying
 -​ It's a general search queries

B. Long-Tail Keywords
These are specific, detailed search phrases that usually consist of 3 or more words.

Examples:
"Best running shoes for flat feet"
"Affordable digital marketing courses online"
"Budget smartphones under ₹20,000"

Characteristics:
✔ Lower search volume → Fewer searches but highly relevant.
✔ Lower competition → Easier to rank for.
✔ Higher conversion rate → More targeted traffic with clear intent.
-​ Consist of 3-5 or more words
-​ Easier to rank higher
-​ Specific longer queries

Start with long-tail keywords to rank faster and gain visibility, then move to short tail keywords

Short tail Vs Long tail

Definition Broad, general search terms Specific, detailed search

phrases

Word Count 1-2 words 3 or more words

Example Shoes Best running shoes for

women

Search Volume High Low to moderate

Competition Very high Low to moderate

Conversion Rate Low High

User Intent General browsing More specific and

intent-driven

SEO Difficulty Hard to rank Easier to rank

Cost in ppc High More affordable

2. Steps for Keyword Research

1. Understand the Business & Industry

●​ Identify the products, services, and topics your website covers.
●​ Understand your target audience’s pain points and search intent (informational,
navigational, transactional).

2. Generate Initial Queries

●​ Brainstorm common terms customers might search for.
●​ Use competitor websites and customer inquiries for ideas.

3. Use Keyword Research Tools

●​ Google Keyword Planner (Free)
●​ SEMrush (Paid)
●​ Ubersuggest (Freemium)

4. Find Relevant Keywords

●​ Seed Keywords – Basic industry-related terms (e.g., "digital marketing").
●​ Long-Tail Keywords – More specific phrases (e.g., "best digital marketing strategies for
startups").
●​ LSI Keywords – Related terms Google associates with your main keyword.

5. Analyze Keyword Metrics

●​ Search Volume – How many people search for the term.
●​ Keyword Difficulty (KD) – How hard it is to rank for the keyword.
●​ CPC (Cost Per Click) – Useful for paid ads.
●​ User Intent – Is it informational, navigational, or transactional?

6. Group and Prioritize Keywords

●​ High-traffic, low-competition keywords are ideal for SEO.
●​ Transactional keywords are useful for conversions.
●​ Informational keywords help in content marketing.

7. Monitor and Optimize

●​ Track rankings using Google Search Console or SEO tools.
●​ Update content based on performance.

Google Ads: A Complete Overview

Google Ads (formerly Google AdWords) is an online advertising platform where businesses can
display ads on Google Search, YouTube, and other websites in the Google Display Network. It
operates on a pay-per-click (PPC) model, meaning you pay only when someone clicks on your
ad.
Types of Google Ads Campaigns

1. Search Ads – Text-based ads that appear on Google search results when users search for
related keywords.
2. Display Ads – Image-based ads shown on websites in Google’s Display Network.
3. Shopping Ads – Ads for eCommerce products that appear in Google Shopping.
4. Video Ads – Ads that appear on YouTube before or during videos.
5. App Promotion Ads – Ads designed to drive app downloads.
6. Performance Max – AI-driven ad campaigns that run across all Google platforms.

Key competents

Components Description

Keywords Words/phrases users search for.

Bidding The amount you're willing to pay per click.

Quality score Google's rating of your ad’s relevance (CTR, keyword

relevance, landing page experience).

Ad rank Determines ad placement based on bid amount and quality

score.

Ad extension Additional links, phone numbers, locations, etc., to improve

ad performance.

Google Ads Bidding Strategies

Bidding strategies Best for Description

Manual CPC Full control You set the cost-per-click bid manually.

Maximize Clicks Traffic Google sets bids to get the most clicks
within your budget.

Maximize Conversions Conversions Google optimizes bids to get the most

conversions.

Target CPA (Cost Per Leads/Sales Sets bids to get conversions at your
Acquisition) target cost per acquisition.

Target ROAS (Return on Ad High ROI Adjusts bids to maximize conversion

Spend) value.
How to Run a Google Ads Campaign

1. Set Goals – Define your ad objectives (brand awareness, leads, sales, etc.).
2. Choose Campaign Type – Search, Display, Shopping, Video, or Performance Max.
3. Select Keywords – Use Google Keyword Planner to find relevant keywords.
4. Set Bidding Strategy – Choose manual or automated bidding.
5. Create Ads – Write compelling ad copy with a clear CTA (Call-To-Action).
6. Optimize Landing Page – Ensure a fast, user-friendly page for better conversions.
7. Monitor & Optimize – Track performance using Google Ads Dashboard and Google Analytics.

Advantages of Google Ads

✔️ Instant Results – Unlike SEO, Google Ads delivers immediate visibility.

✔️ Highly Targeted – Target users based on keywords, location, device, demographics, and
✔️ Cost Control – You set your daily budget and bidding strategy.
interests.

✔️ Scalability – Start with a small budget and increase as needed.

Google Tag Manager (GTM)

Google Tag Manager (GTM) is a free tool from Google that allows you to manage and deploy
various tracking codes (tags) on your website without modifying the website's code. It simplifies
adding analytics, marketing, and tracking scripts, making it easier for marketers and developers
to manage tags efficiently.

Why Use Google Tag Manager?

✔️ No Need for Coding – Marketers can add tracking codes without relying on developers.
✔️ Faster Website Performance – GTM loads tags asynchronously, improving speed.
✔️ Easy Tag Management – All tracking codes are managed in one place.
✔️ Improved Data Accuracy – Tracks user behavior, conversions, and events effectively.
✔️ Supports Multiple Platforms – Works with Google Analytics, Google Ads, Facebook Pixel,
LinkedIn Insights, etc.

Key Components of GTM

Component & Description

Tags- Snippets of code that send data to platforms (e.g., Google Analytics, Facebook Pixel).
Triggers- Define when and where tags should fire (e.g., page views, clicks, form submissions).
Variables- Store values like click text, URLs, or Google Analytics tracking IDs for dynamic
tagging.
Data Layer- Stores structured data that GTM can use for advanced tracking.
How to Set Up Google Tag Manager

Step 1: Create a GTM Account

- Go to [tagmanager.google.com](https://tagmanager.google.com/) and sign in.
- Click Create Account → Enter your business name, country, and container type (Web, iOS,
Android, AMP).
- Click Create, accept the terms, and GTM will generate a tracking code.

Step 2: Install GTM on Your Website

- Copy the GTM container snippet and paste it inside the `<head>` and `<body>` sections of
your website.
- If using WordPress, install a GTM plugin and add the GTM container ID.

Step 3: Set Up Tags, Triggers & Variables

- Example: Adding Google Analytics 4 (GA4) using GTM
1. Go to Tags → Click New.
2. Choose GA4 Configuration → Enter your GA4 Measurement ID.
3. Set the Trigger as "All Pages" (fires on every page load).
4. Save and Publish the container.

Step 4: Test with Preview Mode

- Click Preview in GTM → Open your website → Verify if tags fire correctly.
- Use Google Tag Assistant or GA Debugger to check events and data accuracy.

Step 5: Publish & Monitor

- Click Submit → Name your version → Click Publish to activate the changes.

Popular Tags You Can Add in GTM

Tag Type & Use Case

Google Analytics 4 (GA4)- Tracks website traffic, user behavior, and conversions.
Google Ads Conversion Tracking- Measures ad conversions like purchases or form
submissions.
Facebook Pixel- Tracks Facebook ad performance and user actions.
LinkedIn Insight Tag- Measures LinkedIn ad performance and website visitors.
Hotjar- Captures heatmaps and session recordings.
Custom HTML Tags- Add third-party scripts like chatbots, pop-ups, or custom tracking codes.

Google Tag Manager vs. Google Analytics

Feature Google Tag Manager (GTM) Google Analytics (GA4)

Purpose Manages and deploys tracking Analyzes website traffic and user
 scripts. behavior.

Coding Required? No, it simplifies tracking code Requires manual event tracking
management. setup.

Event Tracking Tracks clicks, form submissions, Collects user data but needs
video views, etc. manual setup for events.

Flexibility Supports multiple tags (GA, Only tracks Google Analytics data.
Facebook Pixel, etc.).

Best Practices for Using GTM

✅ Use a Naming Convention – Name your tags, triggers, and variables clearly.
✅ Minimize the Number of Tags – Too many tags can slow down your site.
✅ Test in Preview Mode – Always verify before publishing changes.
✅ Use Built-in Variables – Save time by leveraging GTM’s predefined variables.
✅ Keep a Backup – Use GTM’s version history to restore previous setups if needed.
Conclusion
Google Tag Manager makes tracking user interactions easier, improves marketing campaign
performance, and helps businesses make data-driven decisions. If you're running Google Ads,
Google Analytics, or Facebook Ads, GTM is a must-have tool!

What is Remarketing?

Remarketing (also called Retargeting) is a digital marketing strategy that targets people who
have previously interacted with your website, app, or content but did not take a desired action,
such as making a purchase or signing up. It helps businesses reconnect with potential
customers and improve conversion rates.

How Does Remarketing Work?

1. User Visits Your Website or App– A visitor browses a product, service, or content.
2. Tracking Code Captures Data– A cookie or tracking pixel records their behavior.
3. User Leaves Without Converting– The visitor exits without completing the desired action.
4. Targeted Ads Are Shown – The user sees personalized ads on websites, social media, or
search results, reminding them of your brand.

Types of Remarketing

- Standard Remarketing– Shows ads to past visitors while they browse other websites.
- Dynamic Remarketing – Displays personalized ads featuring specific products or services a
user viewed.
- Search Ads Remarketing (RLSA) – Targets previous visitors when they search for related
terms on Google.
- Video Remarketing– Shows ads to users who interacted with your YouTube videos.
- Social Media Remarketing– Targets users who visited your website and later use platforms like
Facebook, Instagram, or LinkedIn.
- Email Remarketing – Re-engages users who opened but did not act on an email campaign.

Benefits of Remarketing

- Increases Conversions – Targets warm leads who are already interested in your brand.
- Enhances Brand Recall – Keeps your business top of mind.
- Improves ROI – Focuses on users who are more likely to convert, reducing wasted ad spend.
- Personalized Messaging – Delivers relevant ads based on a user’s past interactions.

Effective Remarketing Strategies

1. Segment Your Audience – Show different ads to users based on their actions, such as
product viewers vs. cart abandoners.
2. Optimize Ad Frequency – Avoid overwhelming users with excessive ads by setting frequency
caps.
3. Use Engaging Ad Copy – Personalize messaging to match user intent and encourage them
to return.
4. Offer Incentives – Discounts, free trials, or limited-time offers can help convert hesitant
customers.
5. A/B Test Ads– Experiment with different visuals, CTAs, and offers to improve performance.

Best Platforms for Remarketing

- Google Ads – For website, search, and YouTube remarketing.

- Facebook & Instagram Ads – Retargets visitors based on website activity.
- LinkedIn Ads – Targets professionals who engaged with your site or content.
- Google Tag Manager – Helps implement remarketing tags without modifying the website code.
- Email Marketing Tools – Platforms like MailChimp and HubSpot help retarget users via email.

Example of Remarketing in Action

Imagine a user visits an online store, browses a pair of sneakers, but leaves without purchasing.
A few hours later, they see an ad for the same sneakers while scrolling through Facebook,
along with a 10% discount offer. The ad encourages them to revisit the website and complete
the purchase.
Generative AI with SEO and Paid Media

1. Generative AI in SEO:
- Automates content creation with tools like ChatGPT, Jasper, and SurferSEO.
- Enhances keyword research, search intent analysis, and content optimization.
- Improves meta tags, internal linking, and technical SEO for better rankings.
- Assists in voice search optimization, topic clustering, and competitor analysis.

2. Generative AI in Paid Media:

- Creates AI-generated ad copies, visuals, and dynamic content for better engagement.
- Uses machine learning to optimize bidding, targeting, and ad placements.
- Automates A/B testing to improve ad performance and ROI.
- Enhances audience segmentation and predictive analytics for personalized advertising.