The user can then search for “Best Buy Vizio 60 inch LCD TV”. He or she has decided that Best Buy is the retailer they want to buy from and has entered the decision phase. Where advertisers tend not to invest funds is in the awareness stage and the retention stage . Advertising Continue reading below The awareness stage is usually search queries that involve "top terms", in this example it could be "60 inch LCD TVs" or even "LCD TVs". The researcher realizes that he needs a television, but does not know what type of television best suits his needs.
I realize that keywords have a lower last-click attribution ROI than consideration-stage search queries, but that doesn't mean they image masking service aren't useful to your organization. This is where the concept of attribution comes in, including assisted clicks and conversions that ultimately lead users to buy from your organization. The retention stage can be tackled using tactics such as remarketing lists for Search Network ads, or otherwise known as RLSAs. You're leveraging the same lists you would for your AdWords remarketing campaigns, but applying them to search.
RLSA can address both the consideration stage (for people who have not yet converted) but also the retention stage. Once the purchase is made, you can have a separate remarketing list for them. You can then bid on other keywords for the products you offer that relate to what they purchased, such as "HDMI cable", "blue ray player", or "LCD TV stand". You are now using RLSA to essentially store and sell other products. Since the consumer has already purchased from your website, they are likely to purchase again if your website has other products they need. You can even customize the ad to offer an extra discount for their loyalty.