Search Advertising: The science to unlocking full-funnel value – Exchange4Media

Aditya Varadarajan, Head, Account Management, Microsoft Advertising, InMobi, writes about how brands can achieve long-lasting impact across the marketing funnel with search advertising

Search is undoubtedly among one of the most invested digital media in the country but is often singularly used for achieving bottom-of-the-funnel campaign objectives where consumer intent is most likely clearer and the strongest. However, what brands fail to realise is the value and far-reaching full-funnel impact that can be derived from Search Advertising.

The Curious Case of the Missing Middle

Speaking of full-funnel impact, marketers tend to usually focus only on two parts of that journey – the beginning and the end. As Theo Theodorou states, ‘the stretch between awareness and action is the longest period in the buyer journey, the most influential and the most important. And yet, in too many marketing strategies, it goes missing.’ Microsoft Advertising has officially framed it as ‘The Missing…

Read Full Story: https://www.exchange4media.com/marketing-news/search-advertising-the-science-to-unlocking-full-funnel-value-119345.html

The post Search Advertising: The science to unlocking full-funnel value – Exchange4Media first appeared on SEO, Marketing and Social News | OneSEOCompany.com.

source: https://news.oneseocompany.com/2022/03/28/search-advertising-the-science-to-unlocking-full-funnel-value-exchange4media_2022032816964.html

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