Google Ads adds video impressions and funnel reporting to Overview page
Google Ads adds video impressions to conversion paths and new funnel-stage reporting for deeper campaign insights.
Topic: Purchase funnel
What happens before search strongly shapes the decision
Search can confirm a decision that was shaped before the query. Here’s where that influence comes from and what you can do.
What is a marketing funnel? Complete beginner’s guide
Learn how to create effective marketing funnels that turn visitors into loyal customers. Start optimizing your sales process today.
How to map AI search prompts to every stage of the sales funnel
Your brand may win the shortlist and lose the buyer earlier. Map prompts to see where AI introduces, recommends, compares, or drops you.
More leads or better leads? Optimize for what your business needs
Form fills don't tell ad platforms what makes a lead valuable. Deeper-funnel signals can improve lead quality and campaign performance.
A complete B2B SEO strategy
A step-by-step SEO strategy for B2B companies. Includes a detailed action plan for improving your Google rankings.
The SEO blind spot is what happens after the click
Getting the click is only the first step. Here’s how to make SEO content help users move through the funnel and toward conversion.
Demand Gen shows why PPC can no longer hide behind intent
PPC’s expanding role brings creative strategy, customer psychology, and full-journey measurement into the performance marketer’s job.
The demand capture trap that’s making search more expensive
Search can only capture existing demand. Learn why YouTube helps create future buyers, making search campaigns more efficient over time.
How SEO reduces blended customer acquisition costs
SEO’s value extends beyond organic conversions. See how it supports other channels and improves acquisition efficiency over time.
How to move beyond lead volume in B2B PPC
The longer the sales cycle, the less lead volume tells you. Build a feedback loop that helps Google Ads optimize for qualified opportunities.
Why search ROAS depends on paid social more than you think
Search often gets credit for demand created upstream. Learn how to measure the halo effect before shifting budget between channels.
Stop looking for the perfect PPC budget split
Fixed budget ratios rarely survive real-world conditions. Here's how to evaluate funnel health and adjust spend as market dynamics change.
Reasoning lift: What happens to brand visibility when AI thinks harder
An analysis of 200 GPT-5.2 responses found high reasoning cites more sources, runs deeper research, and rewards early-funnel visibility.
The funnel flip: Why AI forces a bottom-up acquisition strategy
AI changed how the funnel works. Acquisition now starts at the bottom — build understanding, credibility, and reach in the right order.
What’s next for PPC: AI, visual creative and new ad surfaces
Google and Microsoft liaisons explain why dynamic ad surfaces, distinct assets and smarter AI inputs will define the next era of paid media.
Why most B2B buying decisions happen on Day 1 – and what video has to do with it
86% of buyers pre-select vendors on Day 1. Learn how a three-play video strategy reaches buying groups and drives demand.
7 digital PR secrets behind strong SEO performance
As informational search declines, digital PR is driving authority, relevance, and high-intent results in SEO. Here’s how it works.
When search performance improves but pipeline doesn’t
Strong rankings and traffic can mask post-click breakdowns. These breakpoints show where intent, conversion, and measurement fail.
Why Search and Shopping ads stop scaling without demand
Search and shopping excel at closing, not creating. Learn how awareness, CRM, and upper-funnel media fuel future performance.
Google Demand Gen campaigns: When to use them and best practices (with examples)
Find out when and how to use Demand Gen campaigns, including campaign and budget management, plus lessons from real-world campaign testing.
The Google Ads Demand Gen playbook
Here's how Demand Gen enables visual discovery, smart signals, and disciplined testing to spark intent and lift performance.
Google tests “Journey Aware Bidding” to optimize Search campaigns
Google’s new Journey Aware Bidding model uses signals from the entire customer journey to drive smarter, more efficient Search optimization.
Share of voice: Why it matters for your brand and how to own more of the space
Share of voice shows how your brand stacks up. Learn how to calculate it, why it matters for SEO and marketing, and how to grow your digital presence.
TOFU keywords: Meaning, importance, and use
TOFU keywords attract new audiences. Learn how to find, target, and rank for them to build brand awareness and fill your marketing funnel.
Search Engine Land Awards 2025: Complete finalists list
We're excited to announce the nominations for this year's Search Engine Land Awards. Winners will be announced Oct. 27.
LinkedIn Ads retargeting: How to reach prospects at every funnel stage
From video viewers to stalled opportunities, learn LinkedIn Ads retargeting strategies that map to every funnel stage and grow B2B revenue.
MOFU keywords: Your secret shortcut for converting prospects into purchases
MOFU keywords bridge awareness and purchase. Learn how to find and use them to educate prospects, build trust, and guide them toward conversion.
The end of the marketing funnel: Why signals are your new opportunity
Forget funnels. Today’s customer journeys are fractured, AI-driven, and nonlinear. Here’s why signal-based marketing is your winning move.
What AI means for paid media, user behavior, and brand visibility
AI is collapsing funnels and changing how ads are discovered. Staying relevant means evolving how campaigns, content, and brand connect.
BOFU keywords: The search terms that drive marketing success and profit
Ready to close the deal? Learn what BOFU keywords are, how to find them, and how to use them to capture high-intent traffic and boost conversions.
How generative answers are changing the user journey
Clicks are disappearing, awareness is eroding, and top-of-funnel content is losing visibility. Here's how to adapt before you're left behind.
What to do when Google Ads performance declines
Facing a Google Ads slump? Use this step-by-step framework to regain control, communicate clearly, and optimize strategically.
How to analyze your marketing funnel and fix costly drop-offs
Pinpoint where prospects disappear, what’s holding back conversions, and how to turn funnel data into marketing action that drives revenue.
How to rank for high keyword difficulty queries: A strategic guide
Understand what keyword difficulty means, how it’s calculated, and how to find SEO keywords you can rank for faster with smart competitive analysis.
How to implement a full-funnel PPC marketing strategy
Master keyword research, ad creation and landing page optimization for your awareness, consideration and conversion-focused PPC campaigns.
How to align your SEO strategy with the stages of buyer intent
Avoid one of performance marketing’s biggest mistakes: misaligned CTAs. Align SEO and content with user intent at every stage of the funnel.
5 LinkedIn Ads tests to run to drive growth
LinkedIn’s not just an awareness play anymore. Try these five ad types, tune your offer, and start pulling qualified leads into your funnel.
Top 5 tactics to boost PPC lead quality in 2025
Your PPC ads should bring in buyers, not browsers. These tips will help you attract and convert the right prospects.
Drive better rankings and engagement with a smarter SEO framework
With access to more data than ever before, marketers now have a better framework for driving organic traffic: the spiderweb.