How to use advertising to turn a potential user into a loyal

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We all know that advertising is one of the channels that is essential for attracting new users to a website and generating new leads. However, to create successful digital advertising campaigns, it is essential to understand how our users' purchasing journey unfolds and to understand the needs and desires of the target audience, as this is the only way to know what they are interested in at a certain stage.

However, how do we know and decide which users to target and, above all, in what way? Various marketing frameworks can help us with this. One such framework is See-Think-Do-Care (STDC), which we will learn about in this blog and see how we can use it when planning and optimizing PPC campaigns.

What is the See-Think-Do-Care (STDC) structure?
STDC is a marketing framework developed by Avinash Kaushik to help companies better understand and target users throughout their entire purchase journey. The entire framework is divided into 4 stages: see, think, do, care, which we will look at in more detail below.

Individual phases of the STDC framework

Once you understand all the stages and the mindset of the modern consumer, planning advertising campaigns can be more creative and effective , leading to better decisions and better results. Each group of users in a particular stage has different information needs , so it is necessary to adapt the content of ads to each stage to be as relevant and useful as possible.

Example: a user who is thinking about buying running shoes and is just researching what's on the market cannot be targeted with the same ads as someone who already knows they want one of Salomon's running shoes.

IMPORTANT! The average conversion rate for e-commerce is around 2%. This means that if you address users at all stages with a 'call-to-action' BUY NOW, you are actually annoying 98% of users, because they are not in the phase to buy your product . This way, you are losing users who could be acquired with the right communication and approach . It is important that you solve exactly the problem they have at a given moment, because it will be easier for users to follow you and trust you. At the same time, you will not give them the feeling that you are just trying to sell them something all the time.

Now let's look at each phase separately.

Phase 1: SEE
In the initial phase, the user is aware of their needs or problems , but is not actively looking for a solution at the moment. This phase is therefore a great opportunity for the user to become familiar with your offering. The goal is to build italy telegram data awareness of your product or service and reach as many people as possible who are likely not familiar with your products or services. This also means that the target group of users is the largest in this phase.

With ads, we want to attract and capture the attention of potential users , so it is important that the ads are visually very attractive and convincing at this stage. Display advertising on Google, video ads, social media stories and interesting content that appeals to potential users are excellent channels for achieving the goal of building brand recognition and credibility.

When thinking about how to engage users in the SEE phase, think about:

How do you want a user to perceive you when they see your brand or product or service for the first time? What do you want them to feel?

Phase 2: Think
In the think phase, potential users are actively looking for solutions to their needs or problems , so they research and compare different products and services. It is crucial that we provide informative content, educate and guide users, thereby creating trust. In this phase, the target group is slightly reduced, as we want to reach those who are actively looking for solutions.

What does this mean for digital advertising? Google text ads will be even more important at this stage. Users are looking for solutions, which means they will type keywords related to your products and services into Google search. Keyword research will help you get information about what exactly people are searching for.

Ads should highlight the benefits of your product or service , while also answering users' needs or questions. A call to action is also essential to encourage potential customers to click on your ad. Remember, it is essential to emphasize the unique value of your offer and thus differentiate yourself from your competitors.

When thinking about how to engage users in the THINK phase, think about:

What will you offer them (content, information) to encourage them to start thinking about your company's offering?

Phase 3: TO
In the To phase, users have already done all the relevant research and are ready to buy . This means that users are not only thinking about the product, but they want it. This does not necessarily mean that they will buy yours. You are probably not the only one with such a product. Users know what they want, but the final decision depends on price, availability, delivery options and other factors that can influence the purchase. Keep in mind that these are users who have already been to your website .


In this phase, we can include reviews and testimonials from your existing customers. This increases trust in your brand and further encourages potential users to make a purchase. We want to increase conversions with ads, so use strong calls to action, clear messages and compelling offers .