Two people can search for the same service while trying to accomplish completely different things. One may be gathering information, another may be comparing companies, and someone else may be ready to make a purchase today.

In this episode, Kevin Watts explains search intent and why the motivation behind a search matters more than the individual words someone types.

You’ll learn the differences between informational, navigational, commercial, transactional, and local intent; how Google Ads matches searches with keywords; why negative keywords matter; and how businesses can align their advertising, landing pages, and offers with what customers are actually trying to accomplish.

The Visibility Podcast is presented by Raincross. Learn more at https://raincross.com.

Have you ever researched a product and then started seeing related advertisements across websites, streaming television, podcasts, mobile apps, and digital billboards?

In this episode, Kevin Watts explains programmatic advertising and how technology helps businesses reach selected audiences across display, video, streaming audio, connected television, digital out-of-home, geofencing, and retargeting campaigns.

You’ll learn how audience and contextual targeting work, why frequency matters, how programmatic campaigns should be measured, and when this form of advertising makes sense for a business. Kevin also explains why inexpensive impressions and sophisticated technology cannot replace a clear strategy, strong creative, and the right message.

The Visibility Podcast is presented by Raincross. Learn more at https://raincross.com.

Your website traffic is increasing. Your advertising is generating more clicks. But your calls, leads, or sales remain flat—or may even be declining. How can a business attract more visitors without gaining more customers?

In this episode, Kevin Watts explains why traffic volume and traffic quality are not the same. You’ll learn how search intent, targeting, landing pages, conversion tracking, attribution, and the customer journey influence marketing performance.

Kevin also shares what businesses should investigate when traffic rises but leads fall—and which numbers provide a clearer picture of actual business growth.

The Visibility Podcast is presented by Raincross. Learn more at https://raincross.com.