Google has dominated paid search for years. Chris Howard of Nest says change is underway – and it’s time to embrace the full-funnel approach.
The digital marketing industry is at a crossroads. In one direction lies the well-trodden pathway of bottom-of-funnel (BOF) strategies, with paid search as the main compass point. Favored by many omnichannel retailers, this is in fact an antiquated set-up now unfit for purpose.
The other road leads to a holistic cross-channel strategy. This involves patient digital brand building, balanced between search and social investment. It may seem daunting to some, but this is the most effective pathway to sustainable growth. It can also revitalize the effectiveness of paid search and other BOF activity.
Decline of PPC
For years, paid search has been the cornerstone of e-commerce marketing. Its ability to capture purchase intent, coupled with its measurability, made it a reliable source of sales.
I’ve worked in performance marketing for 20 years and have witnessed so …