- [Instructor] Think about all the steps involved
in the decision-making process for buying a new product.
How did the buyer become aware?
Did they walk into a store,
and see the product on the shelf?
Did they hear about it from a friend?
Did they click on a social media ad?
And if they saw an item on the shelf,
were there competing products alongside it?
And if so, what does that do for their journey?
Will they now be comparing one product to another?
And if so, are they comparing it on cost, on benefit?
You see, buyers define their own path,
and they interact with your brand
across multiple touchpoints,
and across multiple search queries.
As you develop your Google Ads strategy,
you'll want to be taking a catalog
of how a buyer will navigate this process.
And to help you think through this,
I've pulled up a resource here at Think with Google.
Google has created a really wonderful report
that allows you to navigate a variety of users
as they go through their purchase journey.
Here, you can identify categories such as automobiles,
all the way down to retail.
In this case, sneakers.
Here we can see a variety of personas
and we can drill into the specific journey they took
to achieve their purchase goal.
I'll select Kat.
What Google allows us to do is navigate
how Kat shopped for sneakers.
So what we can do is navigate Kat's buying journey,
and it starts with two searches.
Here She searched for by shoe brand, A online
and then shoe brand A women's.
Next she looked for a shoe retailer near her.
Then she searched does wholesale retailer,
A have converse shoes?
She searched for another shoe retailer,
and then she purchased a different shoe brand
from a different shoe retailer.
Now we can drill into another journey.
Here's Sherif, who's 44 and he did seven searches.
He searched for a specific shoe and a specific size.
He then looked for specific shoes
to solve a particular problem.
He looked for shoes that had a particular width,
and then he purchased a shoe from the store.
So as you can see,
you can use this tool to begin to unlock ways
that various users are interacting with search.
In order to eventually arrive at a purchase,
you'll need to consider all of the ad groups
that might be necessary
to capture the buyer as they navigate this journey.
And you may need to appear in multiple places
with different pieces of information
in order to successfully persuade your consumer
to take action.