76% of consumers admit to at least sometimes feeling misled by search results when searching for product information online.
To tackle trademark-infringing search strategies and consumers' lack of understanding of SERPs, brands should base their search campaigns around CX and customer journey. Marketers and PPC should refer their customer journey map before implementing any strategic moves.
This article recommends brands should monitor their partners and affiliate agreements to ensure they are following search engine trademark rules. Submitting infringing ads can help marketers maximise their click-through rates and minimise cost per clicks.
The author suggests brands should stay informed on all changing policies of search engines and advertising. Keeping track of the changing policies can help marketers reduce the impact of the changes on CX. Brands can effectively control the role of search campaigns on customer journeys by enhancing CX.
[5 minute read]