Search remains the primary information source for online shoppers. Consumers use search through their entire purchase process, from the beginning where they are introduced to a brand, retailer or product, through the end of the process, where they purchase a product online or in-store.

Source: Google/OTX State of Shopping research

Identify the steps a consumer makes when discovering, researching and purchasing your products. Make sure your search campaign integrates into these various steps, by bidding on the most appropriate generic and branded keywords.