A recent piece in Search Engine Land offers several key full funnel search tenets to make the case for expanding the role of search. To get all of the details, check out the full article in Search Engine Land.
If you’re a search marketer, knee deep in the day-to-day management of campaigns, you’re likely hyper-focused on ROI. As well you should be. Paid search is the poster child for digital marketing optimization and accountability. When it was introduced, no other channel offered the ability to quickly and easily test, launch, fine-tune, manage, and report on campaigns. And it’s only grown more powerful over the last two decades, cementing its place as a digital marketing must have.
But did paid search become a victim of its own success?
Our own Josh Dreller recently penned a piece for Search Engine Land in which he explores this very idea. Given its ability to be optimized to the nth degree, search—more than any other tactic—is expected to deliver maximum ROI. Over time, this has relegated search to the very bottom of the funnel.
Every search marketer on the planet has had a boss or a client point to the upper funnel campaigns and ad groups on the monthly paid search report (that often cost more and have a lower return on investment than bottom funnel ones) and ask them: “Why are we running on these?” For non-search marketers, this line of thinking is completely understandable and logical. After all, the goal of a marketing organization is to spend the budget as efficiently as possible, and it would seem to be a bad idea to keep funding efforts that seem to cost more and return less.
Read why paid search has been relegated to a bottom-funnel tactic
In the article, you will learn several full funnel search tenets to help marketers expand the role of search, including:
- Your money is better spent widening your overall funnel by investing in keywords at the top and middle than it is on cranking up your bids at the bottom
- Creating a wider funnel at the top will drive more leads into your funnel overall and give you more consumers to convert at the bottom
- A portion of your bottom-funnel campaign budget is likely being spent on consumers who were going to convert anyway
To get all of the detail on these full funnel search tenets, check out the full article in Search Engine Land.