Over the past couple of months, I’ve discussed paid search strategy for reaching prospects at the beginning and middle of the buyer’s journey. Now we’re to the really fun part: conversion, or the purchase phase. Here are a few tips for using pay-per...
Author - arianawolf
arianawolfPPC for Consideration, Part 2 of the Top-to-Bottom Strategy Series
Last month, I shared how marketers can use paid search to reach prospects in the awareness phase of the buyer’s journey, also known the top of the marketing funnel. Now we’re going to dive into the middle of the funnel: the consideration phase...
PPC for Awareness, Part 1 of the Top-to-Bottom Strategy Series
As digital marketers, we have a wealth of data at our disposal, affording us the ability to measure our successes and failures in real-time. With the ability to measure, track and chart our performance, though, comes a tendency to hone in on the...