Search is moving down the funnel: what this means for marketers

Searching for something on Google used to entail a cursory browse. A look-up of a definition. A meander down Street View. A gander at some interesting blogs.

But now, Google has reported an increase in more specific search terms, including detailed "modifiers" (key words like"best" "used" or "near me") for users to find exactly what they're looking for.

This is a trend tech analyst, Benedict Evans, also spotted a few months ago.

Search is moving down the funnel.

a.k.a. Google-searching is no longer a cursory browse with low customer expectation. Instead, people know exactly what they need, when they want it, how and where.

In marketing speak, prospects are no longer in the 'awareness' or 'interest' phase, but deep in the 'consideration' and 'intent' phases of the marketing funnel.

So, what does this mean for brands? Well, two things:

A) It means that you need to employ laser precision with your targeting

Customers know what they want, don't try to get in their way trying to sell them something that might be a match, as you're only paying for advertising that's irrelevant.

B) It means that you need to work harder to demonstrate your value, quickly

Even the least price-sensitive of consumers will be factoring in the cost of your goods or services in their purchasing process. If you're not competing on price, you're competing on brand - simple as.

Google has also shared that the "modifier" search terms that people use provide more insight about their feelings and emotions around a topic and can signal intent — an early indicator of changing demand. By using their Insights section on Google Ads, can you tap into what the customer is trying to tell you through their search terms?

With Google Trends you can also see how search interest evolves over a longer period, as it can take time for intent to turn into demand. When looking at search interest for a topic or product category in Google Trends it may sometimes seem like growth has stagnated and there isn’t any new demand. However, when you get more specific and look at changing modifiers people are using, you can spot their shifting interests and demands. In other words: you’ll find early customer intent.

Read more from the tech giant here.

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