The Importance of Upper Funnel Searches & Their Influence
I like to observe my own online browsing behavior whenever I begin looking into buying something. Its not an active observation but I just mean taking mental notes. It gives me alot of insights into how to adjust existing digital campaigns based on my experiences with other brands.
I’ve been interested in a certain topic around investing (purposely vague here) for about 3 months. In the beginning, I was reading alot of finance related websites and doing alot of searches around certain financial instruments however, none of my searches were related to wanting to buy anything until the last week of the 3 months.
Basically, my search and browsing signals for the past 2 and 3/4 months would indicate that I’m potentially open to influence down the road. Which brings me to my point — sometimes, its not the obvious searches that will grow your volume. You pay a high cost per click for the obvious. In order to continually drive volume and beat your competition, you have to think broader and capture persons interest way in advance before they have even realized they want what you offer. At the moment of purchase intent- you’ve already got them.
Attribution models are evolving to meet this new demand to assign credit along the customer journey — Data Driven Attribution by Google, for Example.
