Weekly Wisdom: Stop Pigeonholing Your Search Engine Marketing Program

The SearchEngineLand.com article, “The future of search engine marketing is full funnel”, explains why marketers should focus on the full funnel.

Each week we’ll take a spin around the world wide web to bring you wise words from a range of voices. We’ll interview big thinkers in digital marketing, or we’ll share great content published from other sources like top publishing and media partners. This week, we’re going to kick it off with an article just published in Search Engine Land about full funnel search and why your search engine marketing program is more than just a bottom funnel lead catcher.

We’re cheating a little bit because this one happens to be penned by our own Josh Dreller, but he’s got some great pearls of wisdom here that can really help you think differently about your overall search engine marketing approach.

Is not having a full funnel search approach holding your programs back?

“Full funnel search marketing is a near and dear topic to me and I’m excited to explore this area via a monthly column with SearchEngineLand.com,” says Dreller. “Search as a function is now in every device we own and has become such a ubiquitous part of daily behavior. Whether it’s searching on Google for anything, on Amazon for products, on YouTube for videos, on iTunes for music…searching is so fundamental.

“For brands, being able to engage consumers at these important inflection points—especially as they research purchase decisions—is so valuable. It makes sense that search marketers should prioritize all relevant searches to their products or services whether it’s at the bottom, middle, or top of the funnel. It’s just that bottom funnel search metrics look better on a monthly marketing report so some search marketers might feel pressured or incentivized to keep their programs focused there in order to make it look like they’re performing. However, the overall business impact that a full funnel search program can drive could absolutely eclipse one pigeonholed at the bottom.”

Pretty eye-opening once you really think about it, right?

To get a better understanding of why a full funnel search approach can lead to a healthier overall search engine marketing program, read the full article on Search Engine Land. And for full-funnel marketing, check out Kenshoo’s cross-channel audiences across Search and Social.

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