The search funnel typically follows this pattern: Awareness, Interest, Consideration, purchase.

典型的漏斗式搜索流程是这样子的：关注，兴趣，考虑，购买。

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And while Google and others are virtually omniscient and do funnel traffic, the search engines aren't necessarily well suited to every site.

而且，虽然Google和其他搜索站点几乎无所不能并且执行过滤通信，但是搜索引擎并不一定会良好地适应各个站点。

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Our somewhat non-traditional, strategic use of SEM taught us that we could influence the purchase decision through the bid process by driving search down the funnel to known opportunities.

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Brand advertising creates awareness, favorability and consideration at the top of the funnel, while search slightly overlaps with consideration and intent to purchase.

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Second, because display ads drive consumers down the funnel so that they click more on search ads and eventually become a customer, this process also increases overall ad cost due to additional search clicks.

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