Understanding the Buying Funnel
Before diving into all the different ways to research, group, and choose keywords, you must first take a step back and examine how people buy products or services.
There are five stages to the buying funnel (Figure 2-1):
- Awareness
- Interest
- Learning
- Shopping
- Buying
Understanding where a keyword falls in the buying cycle can help signal where a consumer is within the buying process so you can ensure that your ad and landing page match the consumer’s shopping phase.
Figure 2-1: The buying funnel
While the buying funnel often refers to actual physical product sales, the same principles apply to B2B (business to ...
Get Advanced Google AdWords™ now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
