On the Journey: Being Intentional with Advertising Keywords

In this episode of the Human Friend Digital Podcast, Jacob and Jeff start with a simple question: how do you make digital ads that actually work? What follows is a practical conversation about pay-per-click advertising, touching on Google Ads, cost-per-click, and long-tail keywords. But at its core it’s about something much more general: how people decide to buy things.

They walk through the three stages of the buyer’s journey—awareness, consideration, decision—using examples like shopping for a car or grabbing a Snickers bar at checkout. It’s not a theory-heavy conversation, more an exploration of how everyday decisions show up in search terms.

Along the way, they talk about how bad keyword targeting wastes money, why Jeep ads are all emotion, and what happens when a business shows up too late in the process.

It’s a conversation about strategy, but also about attention: where it starts, how it builds, and what businesses miss when they skip ahead.

Links:

Answer the Public: https://answerthepublic.com