Ask How do digital marketers handle paid search for a business with a very long sales cycle?

[Brajet]

A long sales cycle means someone might search today and not buy for three or six months. In that case, tracking only final sales as conversions gives very little data to work with. Marketers often set up micro-conversions, like content downloads, form fills, or email signups, as conversion goals so the campaign has signals to learn from. Remarketing is also important here because you want to stay in front of people as they slowly move toward a decision. So what do you think is the most important adjustment for running paid search with a long buying journey?