We are cutting our paid search spend by 50% & expecting almost NO impact on pipeline creation.
Why? B/c we’ve found keywords that have never created an opportunity in the last year. It’s likely that these won’t in the future.
Now we can repurpose this budget for more effective initiatives.
For us, that primarily means starting paid social focused on distribution and reach to our whole audience with our key messages.
To move them from:
problem unaware -> problem aware
category unaware -> category aware
solution unaware -> solution aware
What % of your keywords have never produced pipeline? Or do the analysis & report back your findings!