When carrying out a search, a potential visitor (let’s call them a Searcher) may use a variety of keywords that indicate how far along the buying process they have moved.

Here’s an example:

• Digital Camera – Unlikely to buy at this stage as the Searcher is still undecided about the exact make of camera
• Nikon Digital Camera – Searcher has now decided upon the brand of camera.  Still undecided about the model
• Nikon 6MP Digital Camera – Seacher has now decided on the brand and 1 key feature of the camera.  May be willing to buy at this stage.
• Nikon D40 camera – Searcher has now decided on brand and model and is now actively comparing prices.  Now is a good time to advertise prices in your ads.
• Buy Nikon D40 Camera – Searcher is definitely seeking to buy and is seeking the lowest price.  Definitely place prices in your ads.

So when advertising on Google, you face a choice.  The higher up the list your keywords appear in the Searcher’s thought process, the less likely they are to convert if they land upon your site.  HOWEVER, if you only advertise on the latter keywords, your ads will have less visibility in their eyes, as they have been exposed to it once only or twice.  Therefore you need to test what will happen if you advertise at all these stages, or just one or two of the later stages.

What keywords do your buyers use?  Map out their thought processes and plan your keyword tests today!

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