The changing customer decision journey is one of the most important new PPC trends. How does it affect your paid search campaigns? Get in-depth insights from Microsoft Bing plus actionable tactics in our webinar replay on the customer decision journey.
One of the most important new PPC trends emerging today is the changing face of the customer decision journey. What does this mean? At one point, prospects would become customers by traveling directly through a clearly-defined series of steps: awareness, interest, evaluation and finally commitment to becoming a customer. We’d typically address this by running standard search engine marketing ads tailored towards driving initial leads.
If what we’ve observed (and likely, what you’ve observed too) in PPC trends is any indication, this neat and tidy process is, at the very least, in a state of change. In a digital world, prospects now constantly jump between different stages of the funnel, between different stages of awareness, interest and evaluation. Prospects now spend more time researching product reviews, comparing pricing and in some cases, appear to simply fall out of the funnel entirely for some time before returning as a qualified customer. As you can imagine, this has an effect on paid search campaigns!
These changes in the customer journey may be among the most important PPC trends for 2017. Watch our webinar replay in which we share new data on pay per click statistics and break down specific examples of changes in the customer journey, and covering specific best practices that you can implement to adapt to these new changes and capture leads even from longer, irregular sales cycles.
About the Author
Andrew Park is a content marketing manager at QuanticMind. A UC Berkeley graduate and lifelong Bay Area resident, Andrew has done tours of duty in editorial, PR and marketing, and now works with the QuanticMind team to communicate the importance of data science and machine learning in digital advertising.More Content by Andrew Park