The Buying Cycle

Connect with customers at all stages of the buying cycle.

As you create your titles and descriptions, remember one important fact: online customers have various intentions when searching, depending on where they are in the buying cycle.

Phase	Customer needs/ interests	Sample Keyword	Listing characteristics
Research	Customer is looking for general product and retailer information.	Television	Listing should include a range of general information, including brands offered, product details and retailer info.
Shop	Customer is interested in comparing specific brands, store locations or product details.	Sony Television	Listing should be geared to customers searching for a specific brand. The brand name should be included in the title and description, and the listing should offer other information the customer may be interested in.
Purchase	Customer is interested in specific information like price, availability, shipping options or tax. Customer is ready to buy.	Sony 32-inch Television	Listing should be tailored for customers looking for a specific model. The keyword should be repeated in the title and description. The description should include other information—such as product specs—that helps the customer decide if this is the right listing to click on.

By customising your keywords and search listings to address customers’ needs across all three phases of the buying cycle, you’ll increase your click-through rate and sales.