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Scenario: You work for a company called PetSpot that sells animal supplies. Which of the following keywords would be the best to use for paid search at the consideration stage of the buyer’s journey?

 

“Different types of dog food”
“How to teach a dog to sit”
“Best animal rescues near me”
“PetSpot animal supplies”

 

Scenario: You work for a company called PetSpot that sells animal supplies. Which of the following audiences would be the best to target on social media at the awareness stage of the buyer’s journey?

People who have previously interacted with one of your digital ads
A lookalike audience based on your existing customers
People who have previously visited your website
An audience based on people who have watched your company’s YouTube videos

 

Explanation: At the awareness stage of the buyer’s journey, targeting a lookalike audience based on your existing customers would be the best strategy for PetSpot, a company selling animal supplies. This option is correct because a lookalike audience comprises individuals who share similar characteristics and behaviors with PetSpot’s existing customers. Targeting this audience allows PetSpot to reach potential customers who are likely to be interested in their products but may not yet be aware of the brand. By leveraging the traits and preferences of their current customer base, PetSpot can effectively expand its reach and introduce its offerings to new prospects who are more inclined to engage with the brand. This approach maximizes the potential for brand exposure and awareness among individuals who are most likely to have an interest in PetSpot’s products, making it the optimal audience to target at the awareness stage of the buyer’s journey on social media. In contrast, targeting people who have previously interacted with digital ads, visited the website, or watched YouTube videos may be more suitable for later stages of the buyer’s journey when prospects are already familiar with the brand and its offerings. Therefore, focusing on a lookalike audience based on existing customers aligns with the goal of raising awareness and attracting potential customers to PetSpot’s products and services.

What should your decision stage ads do?

 

Tell your buyer persona why the other products or services available are bad
Promote lead generation content offers
Highlight the value of your company’s products or services
Target only your existing customers

 

What should your consideration stage ads do?

Promote generic, unbranded content
Direct someone to a pricing page
Include discounts to encourage immediate purchase
Help your buyer persona solve their problem

 

Explanation: Consideration stage ads should help your buyer persona solve their problem. This option is correct because consideration stage ads are aimed at providing valuable information or resources that assist potential customers in evaluating their options and making informed decisions. These ads focus on addressing the specific needs or pain points of the audience and showcasing how the products or services offered can effectively solve their problems or fulfill their requirements. By offering helpful content, such as educational resources, product comparisons, or case studies, consideration stage ads aim to build trust, credibility, and authority with the audience, positioning the brand as a viable solution provider. This approach nurtures leads and encourages them to engage further with the brand as they move through the consideration stage of the buyer’s journey. In contrast, promoting generic, unbranded content, directing someone to a pricing page, or including discounts may not be as effective in guiding potential customers through the consideration stage, as they may not address the specific needs or concerns of the audience at this stage of the decision-making process. Therefore, helping your buyer persona solve their problem is the most appropriate objective for consideration stage ads.

What should your awareness stage ads do?

(exist 3 type of different answers)

Address the problem your buyer persona is experiencing
Question why your buyer persona cannot solve their own problem
Present your business as the only solution that is right for your audience
Focus on your competitive position in the marketplace

or

Promote generic, unbranded content

Direct someone to a pricing page

Include discounts to encourage immediate purchase

Help your buyer persona solve their problem

or

Tell your buyer persona why the other products or services available are bad

Promote lead generation content offers

Highlight the value of your company’s products or services

Target only your existing customers

 

Explanation: The correct approach for awareness stage ads is to address the problem your buyer persona is experiencing. This option is correct because awareness stage ads are designed to capture the attention of potential customers and introduce them to a specific problem or need they may have. By addressing the problem your buyer persona is experiencing, these ads create a connection with the audience and demonstrate an understanding of their pain points, challenges, or aspirations. This approach helps establish relevance and empathy, positioning the brand as a valuable resource that can provide solutions or guidance. Awareness stage ads should focus on educating and informing rather than pushing a sales message or promoting specific products or services. By addressing the problem directly, these ads lay the foundation for further engagement and nurture leads through the buyer’s journey. In contrast, questioning why your buyer persona cannot solve their own problem or focusing on competitive positioning may not resonate with the audience at the awareness stage, as they are still in the early stages of recognizing and defining their needs. Therefore, addressing the problem your buyer persona is experiencing is the most appropriate objective for awareness stage ads.

Which of the following is NOT a stage in the buyer’s journey?

Decision
Consideration
Research
Awareness

 

Explanation: The correct answer is Research. In the buyer’s journey model, Research is not typically considered as a distinct stage. Instead, it is often encompassed within the broader stages of Awareness, Consideration, and Decision. During the Awareness stage, consumers become aware of a need or problem they have. They may start to research solutions or options available to address their needs, leading them into the Consideration stage. Here, consumers evaluate different products or services, comparing features, prices, and other factors to determine the best fit for their needs. Finally, in the Decision stage, consumers make a purchase decision based on their research and evaluation. While research is undoubtedly a critical aspect of the buyer’s journey, it is usually integrated into the Consideration stage rather than being considered a separate stage on its own. Therefore, Research is not typically recognized as an individual stage in the buyer’s journey model.