Figure 2
The figure consists of two main sections separated by a vertical double line. The left section consists of three rectangular boxes at the top, which are arranged horizontally from left to right, labeled: “Advertisers Paid Search Ads Effect: HIGH”, “Advertisers Paid Search Ads Effect: MEDIUM”, and “Advertisers Paid Search Ads Effect: LOW”. A downward vertical arrow from each of these boxes connects below to three separate stage boxes labeled from left to right as: “STAGE hashtag 5”, “STAGE hashtag 7”, and “STAGE hashtag 8”, respectively. From the “STAGE hashtag 5” box, a downward arrow connects to a box labeled “CUSTOMER GROUP hashtag 1”, which further leads downwards to three rectangular boxes via a downward arrow and labeled as “Keywords Medium, Low”, “Impression”, and “Position 2”. A leftward arrow from the “CUSTOMER GROUP hashtag 1” box points to a double-bordered oval labeled “Customers at specific stages” on the far left. From the “STAGE hashtag 7” box, a downward arrow leads to a box labeled “CUSTOMER GROUP hashtag 2”, which connects downwards to three boxes labeled “Keywords High, Low”, “Impression”, and “Position 3, 4”. From the “STAGE hashtag 8” box, which includes a “Click” icon to its right, a downward arrow leads to a box labeled “CUSTOMER GROUP hashtag 3”, which connects downwards to three boxes labeled “Keywords High, High”, “Impression”, and “Position 2, 3, 4”. At the bottom, a large horizontal oval contains four black circular markers labeled “Delivery”, “Content”, “Time-line”, and “Target” in a anticlockwsie sense. A box labeled “Ad Headline” connects to the “Delivery” marker, while a box labeled “Ad Description” connects to a smaller oval labeled “Growth, Credibility, time-line”, which is positioned just below the large oval. The right section consists of three rectangular boxes at the center alligning with the stages in the left section, arranged horizontally, labeled as: “STAGE hashtag 5”, “STAGE hashtag 7”, and “STAGE hashtag 8”, where downward arrows from each box converge and connect to a single rectangular box below labeled “Keywords Medium, Low”. From this “Keywords Medium, Low” box, a downward arrow connects to a vertical stack of four boxes labeled from top to bottom as: “CUSTOMER GROUP hashtag 4”, “CUSTOMER GROUP hashtag 5”, “CUSTOMER GROUP hashtag 6”, and “CUSTOMER GROUP hashtag 7”. A leftward arrow from the “CUSTOMER GROUP hashtag 5” box points to a double-bordered oval labeled “Customers through journey” on the left of the right section. From each of the four customer group boxes, a rightward arrow leads to a corresponding rectangular box on the far right labeled from top to bottom, as: “Exposed: Position: 1; No change”, “Exposed: Position 2; Position 2”, “Exposed: Position 3; No change”, and “Exposed: Position 4; Positions 4, 3, 1”, respectively. A large horizontal bracket spans across the top of both sections, covering all STAGE boxes, and is labeled “Shopping Journey”.Paid search ads: Advertisers' effects and targeting of customers across the shopping journey