For years, Google Ads has been one of the first platforms marketers think about when they hear “paid search.” It remains a powerful channel, but the paid search landscape is changing quickly.
People are no longer searching only on traditional search engines. They are discovering products through marketplaces, social platforms, AI-powered search tools, retail websites and specialised platforms. At the same time, changing user behaviour and rising advertising costs are encouraging marketers to diversify their paid search strategies.
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