5 Stages of Customer Journey
Awareness, Interest, Desire, Action, Post Action are the four pillars of customer journey. Initially during awareness stage, customers' intent to purchase or action is low. They are just beginning to get exposure to your brand. A banner ad may be sufficient. In the interest and desire stage, the customer's intent is clear but you may still need to win the user over from competitors. You may want to advertise a comparison chart (like the one on Amazon product page) to highlight your advantages. Or give a value proposition pitch: competitor A solves problem A, we solve problem B with expertise (value proposition framework Geoffrey Moore author of Crossing the Chasm). Depend on the stage of the customer's journey, the ad format and marketing objective should be different.