PPC Search: Create, Influence, Capture and Harvest Demand

For PPC search and contextual media, marketers must develop proxy metrics for the brand lift, purchase intent lift, and overall brand favorability that occur, not so much from the PPC search impression, but from the user clicking through and interacting with the site.
The consumer audience we can target in PPC search and particularly in contextual and behavioral media can be selected based on many of a media buyer's tried-and-true targeting options: age, gender, geography, daypart, and so on.