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The Funnel-Stage Terms

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Table of Contents

What are the Funnel-Stage Terms?

Default Bottom-of-Funnel Terms
Default Middle-of-Funnel Terms
Default Top-of-Funnel Terms

How to view the terms above
How the Funnel-Stage Terms Function

Example Customizations

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What are the Funnel-Stage Terms?

The funnel-stage terms are the terms that we use to classify search queries into different stages of the buyer's journey.

The stages are:

Top of Funnel or <code>tof .<code> This funnel stage is associated with the awareness stage in a buyer's journey.
Middle of Funnel or <code>mof<code> This funnel stage is associated with the consideration stage in a buyer's journey.
Bottom of Funnel or <code>bof<code> This funnel stage is associated with the decision stage in a buyer's journey.

Default Bottom-of-Funnel Terms

where to buy::where to buy
buy ::buy
shop ::shop
for sale|sale::for sale
purchase::purchase
coupon::coupon(s)
discount::discount
closeout::closeout
deal |deals ::deal(s)
shipping | ship|freight::shipping
price ::price
finance::finance
credit::credit
under ::under
appointment::appointment
call::call
service::service
schedule::schedule
near me::near me
hire ::hire
for hire ::for hire
book ::book
hours ::hours

Default Middle-of-Funnel Terms

best ::best
top ::top
cheap ::cheap
affordable::affordable
review::review
popular ::popular
favo.*rite::favorite
good::good
value::value
checklist::checklist
how much::howmuch
option::option
lowest::lowest
highest::highest
average::average
do I need::do I need
type::type(s)
which ::which
compare |comparison ::compare
(20[1-2][1-9])::model year

Default Top-of-Funnel Terms

where::where
how ::how
for ::for
with ::with
increase ::increase
remove::remove
lower::lower
fix ::fix
grow ::grow
issue ::issue
what are::what are
what is::what is
what can::what can
what does::what does
template::template
example::example
tips::tips
tricks::tricks
why::why
guide::guide
solution::solution

How to view the terms above

Each list of default terms above shows the term we're filtering by on the left and the label the user sees in Explorer is on the right of the <code>::<code>
like:
<code>capture term::label<code>

You may notice that some of the capture terms have spaces after them. This is so that we capture the string as a separate word and not capture strings of letters that might also be part of another word.

For example, <code>cheap ::cheap<code> allows us to capture cheap, but not <code>cheaper<code> or <code>cheapest<code>.

If we wanted to capture all three, we'd use a pattern of <code>cheap::cheap<code>

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How the Funnel-Stage Terms Function

If you customize the terms for your pipeline, the new funnel terms will override the default terms for all of your properties in the pipeline.

Example Customizations

Input:

You customize the Middle-of-Funnel Terms <code>mof<code>.

Outcome:

The <code>mof<code> terms are customized and the default Top-of-Funnel <code>tof<code> and Bottom-of-Funnel <code>bof<code> terms are left in place for all properties in the pipeline.

Input:

You customize the mof, bof, and tof at the pipeline level.

Outcome:

The <code>mof<code>, <code>bof<code>, and <code>tof<code> terms are customized for all properties in the pipeline.

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Help Center

The Funnel-Stage Terms

What are the Funnel-Stage Terms?

Default Bottom-of-Funnel Terms

Default Middle-of-Funnel Terms

Default Top-of-Funnel Terms

How to view the terms above

How the Funnel-Stage Terms Function

Example Customizations