Now we're gonna look at the sales funnel in terms of a conventional sales funnel. I know there's flywheels, and there's all sorts of other modern models for looking at it. For the purposes of this, I think it's simplest and easiest to look at it in terms of a conventional sales funnel.
You have pre-awareness, you've got awareness, consideration, purchase, loyalty.
So, if you're thinking about that sales funnel, SEO/organic search is really great at servicing, when it's up and running, that top to middle funnel, because it's pre-awareness.
We can create lots of great content that then allows people to come in and find this when they have a look at the beginning and start to have an understanding of the need that they have. And we can then help with the considerations that if people are searching for a particular product, we optimise for that.
So, it's a full funnel, but particularly good for the top because those kind of key terms that we're talking about (a pre-awareness and awareness stage) are unlikely to have the kind of conversion rate or transactional motivation behind them at that point that paid needs in order to show its KPIs that you need to say that it's worthwhile to keep. Your cost per acquisition in terms of your unit and that side of it.
Paid becomes better at servicing that lower funnel, those lower lower funnel queries.
So, when consideration and purchase comes out, great. Use paid search to scoop up all of that.
There is crossover, but it's quite good, in terms of thinking about the interplay between paid search and organic search, and when to use them, and that becomes clearer.
'I can build this up' and gain credibility with my content. Use that for awareness, pre-awareness, and then I can use my paid search to start to really target in on when purchase intent is on the cards.