The Search Funnel
Posted on September 15th, 2010 by Larry Chase
In my interview with comScore’s Eli Goodman, he confirmed what I suspected, that the longer a user’s keyword search phrase, the more likely that user will be a qualified lead.
Think about it. If you know the exact product number of a running shoe, for example, the better educated you are about said shoe. This means you’ve spent time online or offline researching what you want.
With time invested in finding out the product number of an item, the more likely it is you intend to buy that product.
So, in your PPC keyword selection, consider buying those product numbers as keywords. You’ll get less traffic, and while you may pay more for such specific keywords, they are more likely to convert into a sale for you. LC
