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Businesses around the world are allocating a significant percentage of their digital advertising budgets for search ads. However, these businesses realize that cost per click (CPC) bidding is not inspiring conversions as much as it generates a profit for Google.

Far too many businesses have an outdated perception of the journey that consumers take to become customers. This belief stems from an outdated perspective of the buyer’s journey as a linear process or funnel.

Despite how much we all love search ads, they’re underperforming for many businesses while alternative solutions gain traction