Navigator or Researcher
Still in the initial phase, the consumer is in two possible positions. He or she may be a Navigator, meaning that he or she is not yet in the research phase and does not yet realize the need to buy the product/service. Or he or she may already be a Researcher, aware that he or she has the need (or desire) to buy. In this position, he or she has already started looking for a solution to his or her problem, but has not yet found the answers to his or her questions.
Comparator
At this stage, the Internet user has already become a prospecto . It is comparing models or solutions. Here you have not yet decided exactly which product/service to buy, qatar email list but you are already in the selection phase. This period is crucial for those who sell. At this stage, there are micro-moments in which this comparator can make a decision and become a buyer.
Here the company must be able to position itself as the best option (or solution).
Buyer
Oh prospect, at this stage you have already decided what to buy. The research now is about price, payment method and where to buy. It is time for sales to take action. If the company has done a good job of positioning itself, especially by becoming the main answer to the questions asked by this prospecto , it will be able to close the sale.
And where does Google Ads fit into the purchasing process?
Your campaign needs to take this journey into account. Each segment has its own characteristics, but there is no point in capturing prospects at a time when they are not ready to buy and try to make a sale. That targeting , as it is known on the internet, has to be treated according to their stage within the journey.
That's why mercadotecnia interna is such an important strategy because it takes into account the stage of the sales funnel, trying to direct it according to its stage in the funnel.
Therefore, your campaign needs to be aligned with each stage of the journey, as well as your landing page. I see many campaigns in Google Ads projects that bring good CPC (cost per click) metrics, but with very low conversion rates. The client ends up concluding that the tool doesn't work, but the campaign approach may be misaligned with the funnel stage, causing low conversion.
You need to optimize your campaigns, develop a keyword strategy , and optimize your website for search engines .
Google Ads is a very powerful tool, but if it is not used well it will not give the expected results. In this other post, find out how Google Adwords (Google Ads) works .
In another post I will talk a little more about capture pages, an essential item to achieve good conversions.