Gone are the days of easy top level strategies where you could put up a couple of broad match head terms and call it a day. In many industries these strategies no longer work because there’s a ton of competition driving up your cost that thin out your profits. Now you have to think more granularly, know your consumer, and be there when they need you. So how do you go about doing this? Well, it’s not so easy, but there are some strategies that we use at PMG that can be applied universally across all industries.