A little bit of advertising will bring interest, awareness, and the potential for queries. Like a net near the bottom of the portfolio, Search engine marketing is ready all the time regardless. No one can argue that paid search is the best at the bottom, but what about the top and the middle. The CpCs and other such terms have more conversion rates, and a search marketer might be justified in deprioritizing the terms and focusing on the bottom terms to make metrics better. But, focusing on bottom funnel isn’t aligned to how searching does, since consumers use search engines across the funnel during search history. Almost all of them do at least one search for discovery, one for purchase and consideration, and for engagement.
The data in this is becoming clearer than ever since consumers search through the funnel, and yet many search marketers tend to see the upper funnel as not worth it. The might have some of the most relevant and obvious top and middle terms, but only to supplement the bottom. What if the focus on chasing the efficient KPIs is what is holding back many search programs from flourishing.
Take your own search for example, in a way that you should look to see if it is aligned in a way that customers use the search engines in purchase decisions for the category or is it purposefully bottom funnel-focused so that it can deliver the highest ROAS in the monthly marketing report. Maybe search marketers have helped to perpetuate the narrow view of what this channel can provide by setting the expectations at the company agency that SEM is a low-funnel sort of tactic. You may wonder if the bottom funnels are larger and more filled out than the top and middle. Top and middle never stack up to the bottom, but they do impact the business in upper level marketing tactics including marketing display or television.
Remember that every single search represents a customer potentially happening to stumble upon your items. It would seem that getting into a customer and showing them what you can give them early on mattes. Customers usually search for middle terms, but you should make sure that you’re working on the entire funnel. A search isn’t’ just a click, but rather, it’s the beginning of a journey, and you have to remember that you do play a part in every single part of this.
Remember, sometimes you may not think it’s worth it, but it is definitely worth making sure you adequately and correctly put together the right investment with upper funnel keywords, along with the lower and base funnel keywords, since it can ultimately play a part in the future of how your sales go. Remember, every single click, every single search, and everything about this does matter, and you need to, with this, learn from that to make sure you effectively create the best situation you can do.
