Many user searches begin without a particular destination in mind.

Stacy, for example, is a pregnant mother of two children. She wants to find a new car that will fit three car seats and plenty of supplies for family excursions.

She starts off looking at one vehicle brand but it quickly becomes clear she's not committed to the idea. She uses search to seek guidance on the best options and ultimately finds an alternative minivan manufacturer that meets her requirements.

For Stacy, search is a means of discovery. She's open to ideas and a new product could capture her attention at any moment. As you refine your understanding of the customer journey, consider the moments you can use to capture potential customers every step of the way. By highlighting key or stand-out features, you have the best chance of appealing to the specific needs of potential customers when they're searching for products or services.

Businesses that see the connection between what they offer and complementary categories will be better able to reach consumers when they're feeling receptive.

For example, Serenity is planning a trip to Bournemouth. She doesn't know much about Dorset, so she goes online to learn more.

Serenity searches specific restaurants, celebrity tours, and even what to wear there. This search behaviour shows a domino effect. Her travel plans lead to her wanting to know what people wear in Bournemouth, which leads her to shop for new clothes. This happens all the time.

Think about your customers holistically and keep in mind that one seemingly unrelated search could trigger interest in your brand. Consider which related brands or product in different — but connected — verticals reach similar audiences during search and use this information in your Google Ads campaigns when deciding on keywords and text ad copy.

User behaviour is often unpredictable.

For example, Tiffany is a 37-year-old mother of three from Tamworth. During the festive season, she has hundreds of digital interactions with various retailers.

At the start of December, Tiffany moves from looking for a "leather sectional couch" to shopping for lamps when she realises that John Lewis and Next both sell those products. From there, Tiffany hunts for a lamp, browsing different brands and retailers, including John Lewis.com, as she looks for the best product at the best price.

Keep an eye on the customer journey and maximise your presence in those places where people may change course. One way to take advantage of this is using related products to guide your potential customer towards other product offerings.

Potential customers often show interest in numerous different products or brands before making a purchase. Reviews and ratings factor in heavily at this stage of the customer journey.

Leena, a 32-year-old from Manchester, regularly checks Groupon and other deal sites as she hunts for sales and coupons. When Leena runs out of mascara, she goes to eBay to look at different brands, then uses search to zero in on the brand she wants, reading reviews along the way.

Leena was looking for better value and a longer-lasting product than she could find at her local retailer. She decided on the Lancome brand, in part, because of the positive reviews in comparison to products from other brands.

Embrace the importance of ratings and consumer perceptions online to stay ahead of the competition. Pay close attention to your ratings and reviews, responding or making improvements to your products or services where necessary. Use the buzz in your digital marketing strategy by building positive feedback into your ads and messaging.

Mobile plays an important role in people's online research. Believe it or not, six in 10 internet users now start their shopping on one device but continue or finish on a different one.

Arthur, a 66-year-old retiree, enjoys going on cruises to faraway destinations with his wife. With a retirement income and time to spare, Arthur is always open to travel deals and impromptu getaways.

During a three-month period, Arthur has nearly 250 travel-related interactions online, with 50% of those occurring on mobile. Though he often books with a travel agent, Arthur regularly turns to the small screen for big plans.

Businesses can use the knowledge that potential customers will use mobile devices, or a range of devices, during their research by designing their messaging and targeting plans around this. Take advantage through responsive designs for your website and ad campaigns.

Potential customers are often in a receptive mindset when they use search, so embrace the opportunity to reach them with your products or services at the right moment.