With all of online marketing complexities, all marketers are really chasing one goal - to increase conversions.
The challenge of chasing conversions, however, is that every consumer is different and requires a different approach. For instance, one consumer may conduct a search for "black platform sneakers" and purchase the first item that appears in Google's Product Listing Ads, while another consumer could conduct the same search but continue to do more research like checking out consumer reviews or promo codes before making their final purchasing decision. This is why it is essential for marketers to address all four stages of conversion during their acquisition efforts.