Simple, bid-based algorithms where the highest bidder took all fell behind. Advertisement Continue Reading Below Algorithms were forced to get smarter, so the platforms could better-handle the brands appearing on them. One notable way PPC and paid social have evolved is with targeting personas, interests, and behaviors. Appealing on the personal level to potential customers by aligning messaging and targeting culminates in what is called psychographic marketing. What Is Psychographic Marketing? Psychographic marketing goes beyond just pointing an ad at a person who searched for something. It takes into account factors such as the user’s mindset, emotions, needs, wants, and desires.