I don't understand this sentence:"Advertising on search platforms takes the targeting capabilities available on social media platforms, like demographics and location, and layers it with the addition of keywords". Can you please explain it for me?
It means selecting branded & non-branded keywords, keyword research, and "keyword intent" are equally important when it comes to advertising on the search platforms. Your keywords need to match your target audience's keyword intent. In short, make keyword research one of your top priorities for advertising on search platforms.
