Keyword analysis looks at identifying the search volumes, competition and cost of bidding for a certain keyword or search term. Analysing the behaviour of users, and the way in which they are searching, is one of the first steps in understanding their intent and stage in their consumer journey. This is extremely valuable in paid search (PPC), as it allows marketers to bid on keywords where they can see users are actively searching. Additionally, PPC can be targeted to the various stages of the consumer funnel based on the keywords that are analysed. For example, a user at the top of their consumption journey may be searching for "Types of Running Shoes," whereas those with transactional intent would search for "Buy X Running Shoes".