We sat down with Scott Linzer, Director of SEM at AKQA, as he discusses the importance of understanding what the intent of the consumer is and ensuring advertisers are serving the best experience. He says that search offers an informal customer focus group with real data that can be mined to learn how customers are really searching out a company, and that smart companies will use that information to hone their message toward the right audience.
“It's really understanding what [the user's] intent is, and then making sure that relates to that client question.“
- Scott Linzer
- Published September 2011