There is no getting around the fact that Google and Facebook are easily the most cost effective online sources of qualified leads for most Kiwi businesses. In these situations involving “active customer intent”, the customer is “problem-aware” and “solution-aware” but not “brand-aware”. Google ads are so powerful because they target solution-aware prospects via the keywords they enter into the search engine. The opposite of “active customer intent” is “latent customer intent”, where the customer is problem-aware, but not solution-aware, let alone brand-aware. If so, Google ads linking to a simple sales page are probably your first port of call.

Source: Stuff February 17, 2021 12:00 UTC