Researching or Ready to Buy: 7 Ways the Buying Cycle Impacts AdWords Advertisers
As any salesman will tell you, buyers typically move through stages of a predictable cycle when they make a purchase.
That cycle starts with an initial enquiry and ends with the placement of an order.
In marketing terminology, those stages are described as the research and engagement stage, the consideration and comparison stage, and finally the purchase stage.
The buying cycle has several important implications for anyone conducting pay per click (PPC) search marketing campaigns:
1. Campaign Objectives
Your campaign objective will influence which stage of the cycle you need to target.
A manufacturer who distributes nationally via resellers should be interested in reaching consumers early in the buying cycle. The same goes for a B2B marketer seeking to influence business buyers reseaching all the available options.
A retailer on the other hand will usually prefer to connect with consumers later, when they are ready to buy.
2. Keyword Research and Selection
In the context of online search, the buying cycle manifests itself as...
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