The author wants to emphasize that gone are the days when the PPC industry emphasizes on what happens after the click, these days they are thinking of what happens post conversion. That thinking was one of the highlights of the HeroConf 2019 that the author attended. Among the attendees many stated that they were tasked with roles that involved more than just having leads and conversions. That is why this shift in focus from clicks to post conversion events is not surprising in the PPC industry. The truth for PPC marketers is that when the phone rings most of them have lost control of the situation. Yet, whenever a lead becomes unqualified or a sale fails to go through, executives and management hold them accountable for it. They fail to realize that the expectation of the consumer is evolving as much as the digital landscape is evolving. The demands of the customer these days include transparency, complete personalization and simplicity. PPC marketers are already set up to fail in this way of thinking since they operate in one channel and where this happens is different from that channel. That is why a company has to understand and define what is in a conversion. Otherwise, they might not get it right.
- HeroConf 2019 had so many interesting things that were discussed but one that most fascinated the author is on what happens post-conversion.
- In the room in the conference more than 90 percent of the participants raised their hands to indicate that they were responsible for what happens in leads and conversions.
- The author states that after the phone call from the customer is picked up, most PPC marketers have relinquished most of the control they have.
“So it might not come as a shock to see the PPC industry shifting to focus on not just what happens after the click, but what happens after the conversion.”