Connecting nonconverting keywords to conversion outcomes
The study asks a number of questions. The most interesting include:
How many searches are conducted during the buying cycle?
What is the volume of search activity by term type?
How do users refine search activity over time?
Searchers who ultimately purchased a product online conducted some 13 searches before ever making the purchase. This means that for every single converting search term, there were 12 prior nonconverting searches — searches that today, most PPC search advertisers would never consider bidding on due to poor post-click conversion performance. The implication is nonconverting terms have a greater value than search marketers currently ascribe to them.