Why web advertising for e-Commerce is different from Brand Building

It’s useful to think about paid web advertising (eg.Google AdWords, Facebook advertising) as Brand Building vs. e-Commerce.

[ Note: This post was originally published on December 7, 2016. Due to the great interest of our dear readers the post is updated as of February 27, 2021.}

To recap the sales funnel is seen as Awareness, Consideration, Conversion in Google Search Advertising. The sales funnel before Internet was also known as the AIDA funnel. For simplicity, it’s good to think of the sales funnel as a three stage funnel of awareness,consideration and conversion. See how this three stage funnel is really quite similar to the four stage AIDA funnel and the buyer’s journey.

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