Two Easy Ways To Leverage The Search Funnel

If you’ve read my previous post about Multi-Touch Attribution & Conversion: Does It Matter? , you should now be aware of whether or not it is worth digging into the conversion funnel by looking at the average lag from impression/click to conversion and, more importantly, the average number of impressions/clicks involved in a conversion. In other terms, now that you are most likely finding that a great percentage of your conversions occur after more than 1 just impression or click, let’s focus on your paid search program and define some simple action items based off a higher resolution consumer behavior analysis. Identify & Leverage Top Assisting Keywords You have certainly heard about “upper funnel keywords”. Those keywords are usually generic, non-branded, and play an essential role in your paid search program – and more generally in your online marketing efforts. Upper f...

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