/case/ - Case Studies

been looking at some recent campaign data and it's honestly embarrassing how much we're overvaluing our search spend. everyone's obsessed with that last click glory but they're ignoring the entire top of the funnel. we're basically just paying for people who were already going to buy from us because they clicked a brand term at the very end.
>it's working because the conversion rate is high
that's a total lie if you look at the actual pathing. it's just rewarding the final touchpoint while ignoring all the heavy lifting done by social and display earlier in the week. we're burning cash on high-intent keywords that aren't actually driving new growth. anyone else seeing this same pattern with their branded search spend?