As a performance marketer, you can have a pretty good idea about your customers based on what keywords they type and conversion tendencies. This means when you create search campaigns you can build a picture of intent, perhaps without knowing you’re doing so. For example, if a travel company creates a 'budget travel' campaign and a 'luxury travel' campaign, you could make assumptions about the type of user who will choose one option over the other. Using additional data, such as age, marital status and household income - to ‘flavour’ these insights - will either confirm or challenge your assumptions. It might be the case that the user you expect to gravitate to a luxury holiday may have a lower household income than you expected because they’re an aspirational buyer. Therefore, you might have to change your advertising strategy. Get the full story at Econsultancy