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by Mike Essex on 24th December 2010
Websites should be aware there are four different stages to the buying process when it comes to successful pay per click advertising.
Search Engine Land commentator Josh Dreller explained that potential customers will move through the phases as they come closer to making a purchase from users of pay per click services.
He said they start with awareness of a product, before showing interest in it.
This is usually followed by some research, prior to the sale being made.
"Understanding that your potential customers are at different levels of engagement with you is the important thing to keep in mind," he stated.
Earlier this month, Paul Mosenson, a contributor to the business leader website Customer Think, said pay per click campaigns should be an important part of a company's marketing mix.
He said the commercials will often be clicked on when an internet users is researching a purchase, with the consumer returning to the website to make a purchase at a later stage.