When WebProNews spoke with Nick Fox back in August, he indicated that the future of paid search could be without keywords. At the recent SES Chicago, WPN sat down with Mona Elesseily of Page Zero Media who shared with us how this development would impact advertisers.
Up to this point, Google has used keywords as a proxy for relevance. In the future, however, the search engine hopes to allow advertisers to state their desired outcome and then, use its machine-based learning to produce that desired result. In other words, Google would essentially take the necessary information and put the ad in