{"id":468,"date":"2022-08-09T09:33:00","date_gmt":"2022-08-09T12:33:00","guid":{"rendered":"https:\/\/verocontents.com.br\/?p=468"},"modified":"2025-06-24T22:21:55","modified_gmt":"2025-06-25T01:21:55","slug":"adwords-purchasing-journey","status":"publish","type":"post","link":"https:\/\/verocontents.com.br\/en\/blog\/adwords-purchasing-journey\/","title":{"rendered":"Shopping journey: optimizing Google Ads results"},"content":{"rendered":"<p><span style=\"font-size: medium;\">The <\/span>Google Ads<span style=\"font-size: medium;\"> It is a very powerful tool. To understand its importance, we have to understand how <strong>j<\/strong><\/span><strong style=\"font-size: medium;\">purchase decoration <\/strong><span style=\"font-size: medium;\">of the consumer works. <\/span><\/p>\n<p><span style=\"font-size: medium;\">Before the internet, people were primarily impacted by the media, whether TV, radio, outdoor media or print media. <\/span><\/p>\n<p><span style=\"font-size: medium;\">What happened before the web: people had a buying impulse the moment they were impacted by advertising. So, she went to the point of sale or contacted the company. Another possibility to make the purchase was the opposite way: receiving a call or visit from a salesperson offering the sale.<\/span><\/p>\n<p><span style=\"font-size: medium;\">In the first case, the <em>prospect\u00a0<\/em>You used to do your research directly at the point of sale or look for new ads from competitors to make your comparison. The seller who answered the <\/span><em>prospect<\/em><span style=\"font-size: medium;\"> At the point of sale, I would already try to close the sale.<\/span><\/p>\n<p><span style=\"font-size: medium;\">In the case of telephone contact, the chance of a sale is lower. It&#039;s the call\u00a0<\/span><em>cold calling<\/em><span style=\"font-size: medium;\">. After all, who wants to be approached momentarily without wanting to buy a product?<\/span><\/p>\n<p><span style=\"font-size: medium;\">Although the ways mentioned above still exist, the internet has changed this approach. Search tools have become the starting points for purchasing. Internet users research, studying characteristics, values and making comparisons. This is where the purchasing journey comes in and where the <a href=\"https:\/\/verocontents.com.br\/en\/blog\/sales-funnel-what-it-is-and-how-it-helps-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">sales funnel<\/a>. <\/span><\/p>\n<p><span style=\"font-size: medium;\">And, to understand this process, we have to understand the main stages of the purchasing journey:<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-black ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Index<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/verocontents.com.br\/en\/blog\/adwords-purchasing-journey\/#Navegante_ou_Pesquisador\" >Navigator or Researcher<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/verocontents.com.br\/en\/blog\/adwords-purchasing-journey\/#Comparador\" >Comparator<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/verocontents.com.br\/en\/blog\/adwords-purchasing-journey\/#Comprador\" >Buyer<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/verocontents.com.br\/en\/blog\/adwords-purchasing-journey\/#E_onde_o_Google_Ads_se_encaixa_na_jornada_de_compra\" >And where does Google Ads fit into the purchasing journey?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Navegante_ou_Pesquisador\"><\/span><span style=\"font-size: large; color: #ff9900;\"><strong>Navigator or Researcher<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: medium;\">Still in the initial phase, the consumer finds himself in two possible positions. She may be a Navigator, which means that she is not yet in the research phase and does not yet realize the need to purchase the product\/service. Or you may already be a Researcher, aware that you have a need (or desire) to purchase. In this position, he has already started searching for a solution to his problem, but has not yet found the answers to his questions.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Comparador\"><\/span><span style=\"font-size: large; color: #ff9900;\"><strong>Comparator<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: medium;\">At this stage, the Internet user has already become a <em>prospect<\/em>. It is comparing models or solutions. Here, you haven&#039;t yet decided exactly which product\/service to purchase, but you are already in the selection phase. This period is essential for those who sell. At this stage, there are micro-moments where this comparator can make a decision and become a buyer.<\/span><\/p>\n<p>Here the company must be able to position itself as the best option (or solution).<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Comprador\"><\/span><span style=\"font-size: large; color: #ff9900;\"><strong>Buyer<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: medium;\">The <\/span><em style=\"font-size: medium;\">prospect<\/em><span style=\"font-size: medium;\"> At this stage, you have already decided what to buy. The research now is price, payment method and where to buy. It&#039;s time for sales to take action. If the company did the positioning job well, especially by becoming the main answer to the questions asked by this <em>prospect<\/em>, she will be able to close the sale.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"E_onde_o_Google_Ads_se_encaixa_na_jornada_de_compra\"><\/span><span style=\"font-size: large; color: #ff9900;\"><strong>And where does Google Ads fit into the purchasing journey?<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-size: medium;\">Your campaign must take this journey into account. Each segment has its own characteristics, but there is no point in capturing the <\/span><em>prospect<\/em><span style=\"font-size: medium;\"> at a time when he is not ready to purchase and try to make a sale. That <\/span>lead<span style=\"font-size: medium;\">, as it is known on the internet, has to be treated according to its stage within the journey. <\/span><\/p>\n<p><span style=\"font-size: medium;\">That&#039;s why the <\/span><a href=\"https:\/\/verocontents.com.br\/en\/blog\/attract-more-customers-with-inbound-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>inbound marketing<\/strong><\/a>\u00a0is such an important strategy because\u00a0<span style=\"font-size: medium;\">takes into account the stage of the sales funnel, treating this <\/span>lead<span style=\"font-size: medium;\"> according to their stage in the funnel. <\/span><\/p>\n<p><span style=\"font-size: medium;\">Therefore, your campaign must be aligned with each stage of the journey, as well as your capture page. I see a lot of campaigns in Google Ads projects that bring good CPC (cost per click) metrics, but with very low conversion rates. The client ends up concluding that the tool does not work, but the focus of the campaign may be misaligned with the funnel stage, causing low conversion.<\/span><\/p>\n<p>It is necessary to optimize your campaigns, <a href=\"https:\/\/verocontents.com.br\/en\/blog\/how-to-put-together-a-keyword-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">putting together a keyword strategy<\/a>\u00a0e <a href=\"https:\/\/verocontents.com.br\/en\/blog\/search-engine-optimization-tips\/\" target=\"_blank\" rel=\"noopener noreferrer\">optimizing the website for search engines<\/a>.<\/p>\n<p><span style=\"font-size: medium;\">Google Ads is a very powerful tool, but if it is not used well, it will not bring the expected results. In this other post, find out <a href=\"https:\/\/verocontents.com.br\/en\/blog\/how-google-adwords-works\/\" target=\"_blank\" rel=\"noopener noreferrer\">how Google Adwords (Google Ads) works<\/a>.<\/span><br \/>\n<span style=\"font-size: medium;\">In another post, I will talk a little more about capture pages, an essential item for achieving good conversions.<\/span><\/p>\n<div class=\"banner_wrapper\" style=\"\"><div class=\"banner  banner-5434 bottom vert custom-banners-theme-default_style\" style=\"\"><img decoding=\"async\" width=\"215\" height=\"215\" src=\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2025\/02\/Banner-Como-Criar-um-Blog-de-Sucesso-215x215-1.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2025\/02\/Banner-Como-Criar-um-Blog-de-Sucesso-215x215-1.jpg 215w, https:\/\/verocontents.com.br\/wp-content\/uploads\/2025\/02\/Banner-Como-Criar-um-Blog-de-Sucesso-215x215-1-150x150.jpg 150w, https:\/\/verocontents.com.br\/wp-content\/uploads\/2025\/02\/Banner-Como-Criar-um-Blog-de-Sucesso-215x215-1-12x12.jpg 12w, https:\/\/verocontents.com.br\/wp-content\/uploads\/2025\/02\/Banner-Como-Criar-um-Blog-de-Sucesso-215x215-1-45x45.jpg 45w\" sizes=\"(max-width: 215px) 100vw, 215px\" \/><a class=\"custom_banners_big_link\"  href=\"https:\/\/materiais.verocontents.com.br\/ebook-blog-de-sucesso\/#utm_source=(direct)&utm_medium=(none)&utm_campaign=(none)&utm_content=&utm_term=&utm_referrer=banner-site\"><\/a><\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>Google Ads is a very powerful tool. To understand its importance, we have to understand how the consumer purchasing journey works. Before the internet, people were primarily impacted by the media, whether TV, radio, outdoor media or print media.<\/p>","protected":false},"author":1,"featured_media":2101,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[19],"tags":[32,139,43,12],"class_list":["post-468","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inbound-marketing-e-conteudo","tag-adwords","tag-google-ads","tag-jornada-de-compra","tag-marketing-digital"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Jornada de compra: otimizando resultados do Google Ads - Vero Contents<\/title>\n<meta name=\"description\" content=\"O Google Ads \u00e9 uma ferramenta muito importante e temos que entender como a jornada de compra do consumidor funciona.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/verocontents.com.br\/en\/blog\/adwords-purchasing-journey\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jornada de compra: otimizando resultados do Google Ads\" \/>\n<meta property=\"og:description\" content=\"O Google Ads \u00e9 uma ferramenta muito importante e temos que entender como a jornada de compra do consumidor funciona.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/verocontents.com.br\/en\/blog\/adwords-purchasing-journey\/\" \/>\n<meta property=\"og:site_name\" content=\"Vero Contents\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/verocontents\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-08-09T12:33:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-25T01:21:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2019\/04\/jornada-de-compra-otimizando-resultados-do-adwords.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"750\" \/>\n\t<meta property=\"og:image:height\" content=\"350\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Marcel Castilho\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@marcelcast\" \/>\n<meta name=\"twitter:site\" content=\"@marcelcast\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Marcel Castilho\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/verocontents.com.br\/blog\/jornada-de-compra-do-adwords\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/jornada-de-compra-do-adwords\/\"},\"author\":{\"name\":\"Marcel Castilho\",\"@id\":\"https:\/\/verocontents.com.br\/#\/schema\/person\/bd2c94994384cf33451ed8cd98b183a9\"},\"headline\":\"Jornada de compra: otimizando resultados do Google Ads\",\"datePublished\":\"2022-08-09T12:33:00+00:00\",\"dateModified\":\"2025-06-25T01:21:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/jornada-de-compra-do-adwords\/\"},\"wordCount\":753,\"publisher\":{\"@id\":\"https:\/\/verocontents.com.br\/#organization\"},\"image\":{\"@id\":\"https:\/\/verocontents.com.br\/blog\/jornada-de-compra-do-adwords\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2019\/04\/jornada-de-compra-otimizando-resultados-do-adwords.jpg\",\"keywords\":[\"adwords\",\"Google Ads\",\"jornada de compra\",\"marketing digital\"],\"articleSection\":[\"Inbound Marketing e Conte\u00fado\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/verocontents.com.br\/blog\/jornada-de-compra-do-adwords\/\",\"url\":\"https:\/\/verocontents.com.br\/blog\/jornada-de-compra-do-adwords\/\",\"name\":\"Jornada de compra: otimizando resultados do Google Ads - 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