Digital Marketing Latest Commentary
Former American Merchant and politician John Wanamaker once said, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half”. For many advertisers, this saying still rings true. However, advertising has come a long way since the late 1800’s. Advertisers today have various tools that help them measure the effectiveness of ads and ROI.
One of the most important advertising services for many businesses, big and small, is Google AdWords. AdWords places ads in Google search results when users search relevant keywords. Anyone who has run their own AdWords campaign understands the effort and persistence it takes to pinpoint the best keywords for your campaign.
If you continue to focus on an AdWords campaign as one of your main sources of advertising, having familiarity with the search funnel tool is crucial. In simple terms, the search funnel shows the search path leading up to a conversion. This is important because it helps advertisers figure out what search terms are most relevant to their product or service.
Beyond helping companies figure out what search words or phrases are most common, the search funnel gives insights into consumer behavior. By tracking the entire conversion path of a consumer, the search funnel helps you understand what ads a consumer might interact with on their path to your ad. The search funnel looks beyond just the last click and helps improve the paths that bring consumers to your ad.
Continue to read on our blog: AdWords Search Funnel: The Best Friend You’ve Never Met
Follow us: @inSegment on Twitter | inSegment on Facebook