The path to purchase, from start to finish, is rarely linear it’s more akin to a scavenger hunt. Along the customer journey, one search can spark an entirely new idea or want. And one search can make the difference between your brand and the competition.

1. Consider location and convenience

Consider targeting by location to reach people not only while they’re on the go but also based on where they are. Highlight your delivery options in your messaging and be sure to show your product inventory online so that customers can easily see what’s in stock and where.

2. Count on an informed consumer

Ads don’t always have to center on a transaction. Be helpful throughout the research process and establish your brand as a trusted resource early on.

3. Expect that search will lead to discovery

As you refine your understanding of the customer journey, consider the moments you want to capture at every step of the way. Think beyond the last click.

4. Think about complementary categories

Think about your customers holistically and know that one seemingly unrelated search could trigger interest in your brand. Consider partnering with related brands in different (but connected) verticals to reach similar audiences.

5. Prepare for the unexpected

Keep an eye on the customer journey and maximize your presence in those places where people may change course and consider related products.

6. Don’t underestimate the power of reviews

Embrace the importance of ratings and consumer perception online. Consider building these into your ads and messaging.

7. Remember the world is mobile-first

Recognize the role that mobile plays in the research process. Orient your messaging and targeting plans around a cross-device customer.

Sources 1 Google/Luth Research, U.S., methodology: Google partnered with Luth to analyze the digital activity of its opt-in panel participants. The data was analyzed between April and August 2016. This article details the cross-device clickstream data of seven participants: Marcus, Liam, Stacy, Tiffany, Serenity, Leena, and Arthur.