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Gone are the days of the traditional marketing funnel. While the funnel once
showed us how a customer would gradually narrow down their product
search along the path to purchase, this standard has changed. Or more
accurately, there is no standard path. Today’s customer journeys might
resemble anything from a pyramid to an hourglass — and according
to a study conducted by Google and Verto Analytics, no two journeys look
the same.

Advances in digital technology and the ubiquity of mobile devices
have empowered customers. With mobile devices always at the ready,
consumers know they can get just the information they want instantly
and effortlessly. That’s why they’re researching extensively before making
purchases. This research isn’t limited to buying big, expensive items —
mobile searches for “best earbuds” have grown by over 130% over the past
two years.

Customers expect a lot now, so the best marketers are figuring out ways
to anticipate customer intentions and meet these rising expectations.
The brands that are growing are gaining a deeper understanding
of today’s non-linear and fast-paced customer journey, and they’re using
this knowledge to deliver relevant, personalized experiences.
In this guide, we’ll explore the solutions that are helping teams accomplish
this and drive growth. We’ll first learn how linking Google Analytics and
Google Ads helps you optimize bidding and tailor your message to your
audience. Then we’ll highlight the machine learning and cross-device
capabilities in Google Analytics and Google Ads that help your team work
smarter — and show how you can get the insights you need to turn today’s
marketing challenges into a winning opportunity.