Want to Find Customers Online? Here’s How They’re Searching for You

Discovering product purchase intent via search behavior yields sales

Before the “buy now” button, search behaviors involve long-tail keywords, third-party sites and last clicks. iStock

Performance marketers evaluating conversions via last clicks on search engine results pages have two major factors to consider: consumer intent and where those consumers are clicking. (Hint: It’s not just on Google).

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Heather Fletcher is a freelance reporter for Adweek. She covers performance and direct marketing.