The value of search across the modern consumer decision journey

As disruptive technologies reshape the digital marketing landscape, advertisers are scrambling to stay relevant and top of mind with consumers. In this shifting landscape, paid search continues to evolve outside of the traditional search format as an omnipresent influencer throughout the entire consumer decision journey.

For years, search marketers have obsessed over bottom-of-the-funnel activity for its seemingly higher CTRs and conversion rates, in part fueled by last-click attribution. I’ve certainly been guilty of obsessing about conversions and bottom-of-the-funnel tactics, because they would win me incremental search budget in the future.

But most marketers today agree that it is essential for a brand to appear at all stages of the funnel — and thanks to some new findings from the Bing Ads research team, we now have even more visibility and hard data to show how paid search is driving brand affinity and recall across the decision journey.

[Read the full article on Search Engine Land.]

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Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

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About The Author

​Christi Olson is a Search Evangelist at Microsoft in Seattle, Washington. For over a decade Christi has been a student and practitioner of SEM. Prior to joining the Bing Ads team within Microsoft, Christi worked in marketing both in-house and at agencies at Point It, Expedia, Harry & David, and Microsoft (MSN, Bing, Windows). When she's not geeking out about search and digital marketing she can be found with her husband at ACUO crossfit and running races across the PacificNW, brewing and trying to find the perfect beer, and going for lots of walks with their two schnauzers and pug.

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