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Search Advertising exam study guide

Consumer behavior and the impact of search

How consumers use search

The simple ability to type keywords in a search engine has profoundly changed the ways that people work, play, and run all aspects of their everyday lives. Consumers no longer go online; they live there, where they’re continually seeking all kinds of information, from trivia to deals to the hottest brands. According to Google data, people conduct more than 100 billion Google searches each month (source).

What people want

When people realize they want or need something--a product, a vacation, a family activity, a piece of information--they instinctively turn to search. People search during micro-moments throughout their day, in “want-to-know,” want-to-go,” “want-to-do,” and “want-to-buy” moments. They search from their computers at home, and from their mobile phones and tablets while on-the-go.

Each of these many searches represents an opportunity for marketers looking to influence consumer decisions and preferences. If you can be there when someone’s looking for the kinds of products or services you offer, you’re positioned to make the sale. The companies and brands that can most effectively appeal to consumers and meet their micro-moment needs are the ones that will come out ahead.

Next we’ll look at search trends and opportunities.

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