How Google Campaigns Fit into the Customer Journey

October 16, 2018 Digital Media Solutions

Many people consider Google, including paid search and other pay-per-click (PPC) campaigns, to be exclusively direct response, focused on driving the last click prior to an inquiry. While Google campaigns can be fantastic at closing sales, Google is also a proven opener. Even paid search campaigns can support the entire customer journey, with prospective customers searching first on non-branded terms and then returning for branded searches.

Attribution tracking and analysis performed by Digital Media Solutions (DMS) suggest paid search and PPC campaigns are intricate parts of the full customer journey. The cross-channel attribution dashboard within Sparkroom, the performance marketing technology used by DMS Digital Agency and a long list of performance marketers, displays paid search in almost all of the top conversion paths.

multi-channel attribution dashboard paid search user journey

During the Initial Research Stage of the Customer Journey: Google Boosts Brand Awareness

Prospective clients often enter the funnel with non-branded Google searches. Performing early research, the search terms can be broad. Especially when partnered with PPC Google Display Network campaigns, paid search can build general brand awareness and support the initial research stage of the customer journey.

During the Consideration Stage of the Customer Journey: Google Drives Inquiry Volume

Paid search is ultimately designed to capture intent, with a prospective customer clicking on an ad and filling out a form or placing an inbound call. The top user paths are the simplest, but we see many complicated, multi-touch paths that include various forms of paid search and other Google campaigns. In some instances, consumers see retargeting ads ten times or more and then conduct keyword searches before inquiring. The combination of paid search, display and retargeting can have a profound impact on the customer journey, because the compounded effect is what moves the needle.

During the Post-Inquiry Stage of the Customer Journey: Google Supports Nurturing Efforts

After prospective customers inquire, marketers can continue to reach these individuals by creating audience segments and targeting based on email addresses to keep a brand, product or service top of mind. Google Display Network and YouTube (owned by Google) have proven to be effective nurturers. With messaging based on the customer journey stage, Facebook can also be a strong nurturing platform. Efficiently targeted and properly personalized nurturing campaigns, reaching people who previously inquired but have yet to convert, can boost yield, increase conversion rates and lower the average cost per sale.

The best closing channels may also be supporting earlier stages in the customer journey, and the only way to understand the marketing impact is to track the performance. Tracking form fills and conversions is a great start, but cross-channel attribution from impression through conversion is needed to really see what is happening.

Do You Need Help Tracking Your Google Performance Across the Full Customer Journey?

Click here to contact Digital Media Solutions. With Google, tracking and analytics experts on our team, we can help you see how your campaigns are currently performing and set you up for future success.

Click here to request a demo of Sparkroom performance marketing technology and view the cross-channel attribution dashboard.

About the Author

Founded by a team of lifelong athletes, Digital Media Solutions (DMS) is an industry leader in providing end-to-end customer acquisition solutions that help clients win in their business ventures and realize their marketing goals. The company’s set of proprietary assets and capabilities in the world of performance marketing and marketing technology allow clients to meticulously target and acquire the right customers. DMS relentlessly pursues flawless execution for top brands within highly complex and competitive industries including mortgage, education, insurance, consumer brands, careers and automotive.
Follow on Twitter Follow on Linkedin Visit Website More Content by Digital Media Solutions

Return to Home

It’s your journey. Visualize your victory.

How Google Campaigns Fit into the Customer Journey

During the Consideration Stage of the Customer Journey: Google Drives Inquiry Volume

During the Post-Inquiry Stage of the Customer Journey: Google Supports Nurturing Efforts

Do You Need Help Tracking Your Google Performance Across the Full Customer Journey?

About the Author

Previous Article

Next Article

How Google Campaigns Fit into the Customer Journey

During the Consideration Stage of the Customer Journey: Google Drives Inquiry Volume

During the Post-Inquiry Stage of the Customer Journey: Google Supports Nurturing Efforts

Do You Need Help Tracking Your Google Performance Across the Full Customer Journey?

About the Author

Previous Article

Next Article

Most Recent Articles

As Twitch expands its capabilities and positions its platform as an outlet for all creatives, not just gamers, the marketing potential on the site grows exponentially.

IKEA, Samsung and online retailers are changing the way consumers shop at brick and mortar stores, and online retailers are popping up on Main Street.

Disney has dropped Comcast’s FreeWheel and switched to Google Ad Manager in hopes of providing a streamlined advertising option.

In a post-Toys R Us market, Amazon, Target, Walmart and small businesses fill the void for holiday toy shoppers, with innovations, nostalgic appeals and experiential shopping.

Data expenditures are climbing. This year, marketing expenditures for third-party audience data and related solutions are expected to increase 17.5% year over year to more than $19 billion in the U.S.

More consumers in 2018 are leaning toward applying for HELOCs rather than cash-out refinance loans. Targeting borrower segments interested in tappable cash solutions could fuel your pipeline in 2019.

Throughout the history of advertising, famous actors and athletes starring in commercials has served different marketing needs for stars and brands alike, evolving into the role of brand ambassador.

The holiday spending trends from Thanksgiving are yet another indicator that mobile spending is surpassing all other channels as the most effective use of advertising dollars for marketers.

Palessi raked in nearly $3,000 from social media influencers during their opening event. What these consumers didn’t know is they were buying Payless products.

Marketing helps shape our holidays year after year. Let’s take a look at 12 iconic commercials in honor of the 12 days of Christmas.

The racing industry welcomes endorsements with open arms and with a diverse consumer base, the industry shouldn’t be overlooked when it comes to marketing.

Consumer data platforms (CDPs) unify consumer data across platforms and marketing channels to help marketers resolve identities, segment audiences and create one-to-one engagements.

Thanks to the creativity of marketers around the U.S. Americans have today's most popular versions of Elf On The Shelf, Rudolph the Red-Nosed Reindeer and Santa Claus.

Subaru continues their charming relationship with dogs for a cause-marketing spot highlighting their relationship with the ASPCA.

New updates from Bing, including additional text in their expanded ads and a globally available Competition tab, are creating optimization opportunities for marketers.

Instagram recently introduced Promote for Stories, which allows marketers to get their Stories content in front of ideal consumers. See how the new advertising option can help marketers gain exposure.

Most Americans view turkey as the staple for Thanksgiving dinner, but have you tried fried chicken, turducken or tofurky?

Philanthropic event #GivingTuesday encourages participation from top nonprofits, including Girl Scouts, Habitat for Humanity and ASPCA.

We analyzed the top five highest-volume bachelor’s programs of Q3 2018, including conversion rates and projected employment growth.

We predict comfort with attribution techniques, transparency from blockchain and AI plus deep learning will enhance our ability to track marketing performance.